How to measure the success of your social media marketing campaign By Nelson Briggs
Contrary to what most people think, social media marketing is only effective if you use engaging content, post often, and build strong relationships with your followers. You can’t simply post 1-2 posts a year and then wait around for a flood of visitors to visit your site. You won’t get instantly popular with infrequent and boring postings. Instead, you have to be willing to post often, interact with readers and build solid relationships with them. You have to spend time building trust, measuring your progress and then make improvements to your process. By doing this, you will succeed at social media marketing.
Sounds doable right? It is but you have to measure your ROI consistently. This is the hard part because measuring your ROI is tricky, especially if you don’t know how to measure it. In this article, we will demystify the process. We will teach you how to measure the success of your social media marketing campaign. We will give you tips that will save you time and effort and make your social media campaign even more successful than it ever was before. Are you ready? Let’s begin.
If you want to measure your ROI, you must know how much time and energy you’ve spent on your social media marketing campaign so far. This means you must keep good records of the amounts you’ve paid copywriters, for advertisements, for fans, followers, etc. In essence, you must keep track of every last dime you’ve spent. And, if you haven’t spent any money, you must keep track of your time to make sure that your campaign is worth the effort.
Social media giants, like Facebook, enable administrators to view how well their campaigns are going. For instance, Facebook insights provides detail data as to how many visitors have visited, liked or interacted with your content. This information is displayed right on your dashboard.
Sometimes it isn’t about how many followers you have but about the quality of the followers. That is, having true followers that are actually interested in your offering is much better than having visitors who have simply added you to increase their follower count. With this in mind, pay attention to how many people are actually interacting with your content, liking it, talking about it, and basically sharing it with those they care about. If you aren’t seeing a steady increase in interactions, you need to create more compelling content.
Your site is a great resource. By viewing your analytics, you can clearly see where your traffic is coming from. Tools like Google Analytics are great for evaluating this data. With Google analytics, you can see who is visiting your pages, how long they are staying there, which pages they’re visiting the most or the least, where the traffic is coming from, etc.
In conclusion, social media marketing isn’t “set it and forget it marketing”. Instead, you have to evaluate the amount of money or time you’ve put into your campaign, use online tools, consider interactions and review your traffic patterns. Only then will you figure out whether you should continue with your existing social media campaigns or move on to other marketing methods like guest blogging, press release marketing, pay-per-click advertising, etc.
Nelson Briggs is a marketing consultant who specializes in social media marketing for niche industries. He recommends his tax & accountant clients look into ClientWhys.com's social media marketing campaigns.