Social media can be a great avenue for marketing. There are many different types of social media platforms that target different market sectors, but they all have one thing in common: they provide a great way to interact directly with your target audience.
This direct interaction makes social media a very powerful platform. Whether you focus on LinkedIn, Facebook, Twitter or a combination of those and other platforms, you can really get your products and services in front of the consumer. As well as advertising your services social media also allows you to get to know your potential customers. You can find out what sort of products they are looking for, what qualities they prefer in a service provider and also what they think of your brand.
Because there are so many benefits to be gained from using social media it can sometimes be hard to measure their effectiveness. Despite the difficulties presented by measuring the success of your social media campaign, it is none the less extremely important.
By dissecting exactly what you are trying to achieve from your campaigns you can put the right strategy in place to track the success of the campaign and measure how well those intended benefits have been realized.
Decide what you are trying to achieve from your campaign
The first step is to decide what you are trying to achieve from your campaign. Start with the ultimate goal – this could be the generation of leads or actual sales. It could also be followers or it could be something less tangible like increased brand awareness. Once you have the overall goal in mind you can decide what factors contribute to the success of that goal. For something like sales this is easy. For something like brand awareness it is harder but could be measured by the amount of views your social posts have. It could also be measured by the feedback you get and the percentage of positive comments over negative.
Putting a tracking tool in place
If you are trying to funnel your social media traffic to your website then you can use your existing website tracking to measure the success of the campaign. However this isn’t always the case and it is good to be able to track all of your clicks centrally.
Using a tool such as Snipli you can track many different metrics concerning the links that you insert into social media. The great thing about using an external tool like Snipli is that you can track all of your links across all of your campaigns. It doesn’t matter where the links go either – you may be linking to your Facebook page from your twitter campaign – you can still get the same statistics all from a central dashboard.
Rework your campaigns based on the results
Just because something doesn’t seem to be working it doesn’t mean you should give up on it. Firstly it is important to get a good amount of data so that you are not making changes based on anomalies. Once you have some good statistics you can start tweaking your campaigns methodically. Once the tweaks have been made you can then measure any changes in the statistics and based on that decide whether the tweaks have worked and what to do next.