Being successful on social media is about much more than just posting content and attracting followers. To get most from your social activity, you need to know whether your efforts are actually having a positive impact for your brand. This is the point at which social media marketing becomes daunting for many marketers. What should you be tracking and how do you go about this? Here is our guide to measuring how well your social media activity is working.
Know Your Objectives
To be able to assess the success of your social media marketing, you need to know exactly what you are trying to achieve. This might sound obvious but many brands are aware that they could benefit from being active on social media without really knowing why. This often means that they set up a presence on as many channels as possible and are not sure how to measure whether it is having any positive impact. Nailing your social media objectives will help to streamline your social media activity and make it both more effective and more efficient.
These objectives should be specific, achievable and relevant to company aims and goals. Depending on who your target market is and what you are trying to achieve via social media, this could have a big impact on where you should focus your efforts. Concentrating on the social networks that are most likely to work well for your brand will make it easier to measure how well your strategy is working.
What to Measure
Some of the things to track include:
- Awareness – How far is your content reaching? Are your followers helping you to get it out to a wider audience? Facebook shares and Twitter re-tweets are undoubtedly important within this but overall, you’ll want to be looking at volume and reach. You can also keep track of what is being said about your brand via listening and see how this ties in with your target market. There’s little point having good “buzz” if it’s coming from people who are unlikely to become customers or clients, for example.
- Engagement – Having lots of followers and the potential for great reach means very little if your audience is not actually invested in your brand. Measuring engagement therefore allows you to see whether your content is being interacted with. From this, you can check whether your community is interested in the content that you are putting out or if you need to rethink your strategy? Comments, likes, favourites and re-tweets will all indicate this.
- Traffic – Are people being directed to your brand’s website via social media? Tracking clicks and conversions though the likes of Google Analytics will be crucial for knowing this.
Assessing the Results
Once you can measure your social media activity, you can start to look at the bigger picture. Are the results matching up to your expectations? And how do they compare to your competitors?
Proving ROI can be a daunting challenge, especially if you are not currently sure what you should be measuring within your social media activity. A lot will depend on the goals that you hope to achieve by using social media and this should be a key priority before you can effectively measure your activity.