Measuring your social media efforts is as important as having a personalised social media strategy tailored to your specific business needs.
It’s by measuring that you know if your social media goals are being achieved, what is working and what is not working, so you can review your strategy.
In order to effectively measure your social media efforts, take a look at these 7 steps:
1. Connect your social media results with your business goals
The first most important step involves setting social media goals that complement existing business goals.
It’s important for social data to be relevant to stakeholders within your organization, not just social media practitioners. Tying social media to the big picture by linking it to organizational and departmental goals will help you achieve that.
2. Select the right Analytics tools
There is a big variety of social media analytics tools that track the metrics you need, from Google Analytics to Salesforce, Hootsuite and many others.
You need to check each tool, see what they offer and if they fit into what you need to know in order to identify the ones that are right for you.
You might even consider using more than one analytics tool and cross the information you take from them.
3. Have quantitative metrics
In order to successfully measure your social media efforts, you need to clearly define which metrics you’re going to use and these can be divided between quantitative and qualitative metrics.
Quantitative metrics can be the number of shares, comments, likes, new followers, product sales or enquiries, newsletter subscriptions, or traffic on the website coming from social media networks.
Make sure your quantitative metrics always point to your goals.
4. Have qualitative goals
When thinking about measuring social media efforts, many companies think about only on quantitative terms, but you can and should also measure social media in qualitative terms.
Qualitative metrics can be establishing new relationships with influencers, identifying new brand advocates or getting a mention from a reputable industry magazine that lead to more followers.
Your qualitative metrics should also point to your goals.
5. Decide when you’re going to measure.
You need to measure different metrics, so you might want to decide when it is the right time to measure each one.
Some metrics might make sense to measure on a monthly basis, other ones on a weekly or even daily basis.
The life-cycle of social media campaigns is often very short, so you need to stay on top of what happens. Choose a time-frame that works for you, and stick to it.
6. Use your social media measurement to improve
You measure your social media efforts because you want to know what’s working and what’s not, but that shouldn’t be the only reason.
Make sure you use your results to improve your strategy. No social media strategy should be set in stone and should be reviewed from time to time. Your social media measurement can help you doing this.
7. Always review your analytics tools and strategy
Social media is always in constant change, and that means that every analytical tool is also always changing and developing in order to fit those changes.
Always be on the lookout for new analytics tools or changes on the tools you’re currently using, so you can always effectively measure your social media efforts.
18 Jan 2018
17 Jan 2018
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