Determining the success of a social media campaign comes down to an issue of metrics. The following are the top three metrics you should be looking at when gauging the success of your social media strategy.
Active participation: A quick
snapshot of any social media campaign is to look at the number of users who are
accessing your social media profiles. With Facebook, it would be the number of
“likes.” With Twitter, it would be the number of retweets. However, these numbers aren’t the only ones you
should be studying. Go deeper. The key to social media is engagement. For instance, Facebook provides its page
administrators with a detailed analysis of the percentage of comments generated and views. The other networks
have metrics such as page views and mentions that can also indicate the kind of
volume your company is attracting.
Your
bounce rate. Are your visitors arriving at your
site from your social media profiles but leaving immediately? Take a look at
the time spent on your website from your different traffic sources. If you find
that visitors are spending less than a minute on your website, then maybe your
landing page needs better copy. Or maybe you’re attracting the wrong audience.
Conversions: You want social media campaigns to convert, either into
subscriptions, sales or any other items that you’re offering as part of your
sales funnel. If your sales increase
after launching a successful social media campaign, then it worked. However,
those numbers can also be used to determine the return on investment when it
comes to expanding your reach. For instance, if you have a 5% increase in sales
with a 10% increase in site traffic then it follows the more traffic, the more
sales.
Not all of the metrics are simple to track
and may require some advanced tools. It’s very important to take the time to
have the right measurement and analytical tools in place before you start a
social media campaign. Without the right tools, you won’t be able to determine
if your campaigns were successful or an abysmal failure.
How do you measure your business' social media success?
Hello friends! Facebook is a good method to measure success. Can you introduce more and better ways of which will be satisfied!
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I think one of the more seasoned seo techniques to measure success is by good old rank checking, though of course that only puts fifty percent in. Site traffic checking also works, but still a fraction too.
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