How to measure social media success
You’re making videos and posting daily to increase your brand awareness. You’re engaging with customers and even allotting a budget for paid advertising efforts. But how do you know if your social media marketing strategy is actually working for you or where you could improve?
Tracking and measuring the success of your social media strategy can help ensure that the tactics you are employing are actually meeting your goals, while showing where improvements can be made. Don’t throw money away where it isn’t working for you. Here’s how to measure your current strategy:
Before activating any type of strategy, you need to define your goals. Are you looking to increase sales in your physical location or online store? Are you wanting to improve your reputation or increase brand awareness? Are you trying to generate more email signups? Your objectives will help you narrow down which social media platforms to use and the types of metrics to measure. You may also need to separate your goals into two types: long-term that tracks ongoing growth over time, and short-term that focuses on campaign metrics that have a definitive beginning and end. Defining these goals (and you will most likely have multiple) will be vital for the next steps in measuring success.
Create Metrics for Measurement
Now that you have your goals defined, you can set the appropriate metrics for measuring success. Different metrics can provide information and measurement of your goals. For example, if your goal is to drive traffic to your online store, you’ll want to track URL shares, clicks, and conversions. If your goal is to increase brand awareness, you’ll want to look at the number of comments, post shares, retweets or pins, and mentions. Setting the metrics that coincide with your goal and that help to measure the attainment of that goal will determine the success of your campaigns and ongoing efforts.
Choose Tools for Measurement
If you are already feeling overwhelmed about keeping track of the metrics that matter most to your goals, you may want to consider finding a tool that will make your job easier. There are tools to create conversion funnels, track actions of website visitors, monitor trends, reach, and mentions in real time, and provide reporting for the metrics. While most platforms have their own insights and tracking information available, there are other tools that provide deeper and more extensive information. Here are a few tools that can help you track, measure and report on your social media metrics.
Monitoring and Reporting
With tools now in place, you can more effectively monitor the progress and success of your ongoing goals and campaign metrics. Depending on the type of goal you are tracking, it can take several weeks after initial implementation before you start to see results. Pulling monthly reports can provide insight on the progress of your goals. Remember that for long-term goals, results can vary with seasons and take time to show real improvement.
With monthly reports or end-of-campaign reports, you should be able to see which metrics may not be contributing to your overall social media success. From there, you will need to adjust your tactics, whether it’s investing more time and energy into improving your content, creating more videos, or lending more of your budget to paid ads. For campaigns, you can test audiences and creatives to see what works better and what audience has a higher engagement rate. Just like with monitoring, it can take time and constant adjustments to find the strategies that work most effectively for your social media marketing.
Contact Union Leader for help creating an effective strategy and measuring success.