As with any marketing approach, however, measuring results so that you can see how your current strategy is working is critical. Metrics reveal:
If you are a small to medium-size business, spreading your marketing activities too thinly can be counterproductive.
You end up doing nothing well and your message gets diluted. Focusing on a few key social media platforms that work for your business means you can put more effort into them. It also makes the whole business of metrics much easier to understand.
As with any marketing activity, effective goal setting is critical to developing campaigns that work. Decide what you want to achieve and, just as importantly, what goal success looks like.
You might, for instance, have a goal to find the best time to post tweets or Facebook messages. This is important – if you’re getting more engagement by posting at seven in the evening rather than midday, it can quickly make a big difference to your activity.
Metrics can show comparisons between different times and help you optimize your posting strategy.
Other goals you could set include:
Each social media platform has its own metrics and some are better than others. Facebook has Insights while Twitter has its analytics console.
The trouble with this, of course, is that you only view platform metrics separately and it is more difficult to compare them unless you know what you are doing. If you’re a small business just starting with social media marketing, however, they are a good place to start.
The answer for more complicated and revealing measurement is to employ a social media analytics tool. There are several to choose from online and most give you access to a range of metrics as well as the chance to compare platforms.
Even with a dedicated analytics tool, it’s vital to focus on the right metrics that reflect the goal or goals you have set for your campaign.
The most common include:
It’s no use having a bunch of metrics without understanding what they mean. For example, you might find that posts on certain subjects or with particular images get commented on and reposted than others.
You may find that a post is popular in one country and not another. Metrics are not just one thing. It’s a collection of indicators that should be used to inform your content creation.
Finally, marketing on social media is a constant process of creating, posting, measuring, and adjusting. Metrics allow you to move away from an ad-hoc approach to something more focused that delivers a stronger ROI and boosts conversions to your business.
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