Do you know if your social media marketing is working?
Everyone recognizes that social media can be a total time suck if not managed properly, and the very last thing you need is yet another drain on your time and resources. So when it comes to identifying the effectiveness of your social media marketing how do you get a grip on what's working and what's not?
It's not merely as easy as checking the number of Likes or Retweets a social post has, but a combination of factors that work together to deliver the type of results you are seeking. Let's check out a couple of ways you can come up with this.
5 Ways to measure effectiveness in social media
- Use tools to evaluate your social media presence – Fortunately for us there are many great tools available, some free and most paid (but not very expensive) that will help measure your social media effectiveness. A number of these are tools like SproutSocial.com, Hootsuite.com, and SocialMention.com. In addition to that, each of the big social media platforms also have some tools to assist you, and there's also always Google Analytics.
- Quantify engagement – Even though they're there doesn't mean they're doing anything, or being influenced by your content. Looking at the actions taken by particular visitors will allow you to understand the ROI of that particular, post, platform or campaign.
- Look closely at your click thru rate – By tracking the click-thrus you can see which of your campaigns are getting to your desired actions, whatever that is, and whether they ought to be tweaked or changed in some way.
- Compare referrers – Each source of social traffic is will be different, and therefore you need to evaluate each of them with an eye toward ROI. Just because one referrer sends a significant amount more visitors than another may not mean they convert as well!
- Make campaign specific landing pages – A sure fire way to see how well each one of your campaigns is performing is by creating specific landing pages for each one. This is also an excellent way to test various elements simultaneously.