If you are using social media as part of your digital marketing strategy, you will have goals you want to reach. And if you’re goingto achieve those goals, you need to measure your social media marketing’s success to learn what works, what doesn’t and how you can improve. Here’s how:
Ongoing analytics track your social media activity over time and are necessary to keep up with the overall conversation about your brand and company. Once it is set up, the analytics can run in the background,and you can check in from time to time.
One of the most popular tools to track ongoing analytics is Google Analytics. This free tool, which is powered by Google, lets you track a variety of metrics on your site. Using the data that you gather from this platform you can draw insights about your business which will help you improve how you work.
Your Google Analytics dashboard is divided into five main sections which you can draw reports from:
- Real time,
- Behavior, and
The information that you can draw from these reports is incredibly detailed. For example, under the Acquisition report, you can see how many people came to your website from a particular channel (in other words, direct traffic, organic traffic, social media channels or referral sites). If you’re conducting a Facebook campaign with the purpose of driving traffic to your website, under the Acquisition report you can see how much traffic is being generated from Facebook. This information is useful as if there are large numbers of visitors coming to your site from Facebook you could look at extending the duration of your campaign because these users are receptive to your message.
Campaign-focused metrics can help you understand how targeted marketing initiatives will impact on your digital marketing campaigns, depending on the goals you’ve set. It is campaign or event analytics with a beginning and an end.
Keep in mind, that you probably need a combination of ongoing analytics and campaign-focused metrics to measure the success of your social media marketing success as well as a range of other metrics. Depending on what you’d like to measure some of these metrics include:
- Measuring awareness through metrics such as volume, reach, exposure, and amplification. Answering the question: How far is my message spreading?On your Facebook business page, you’ll get this information easily as under each post you’ll be shown how far a post’s reach was.
- Measuring engagement through metrics such as retweets, comments, replies, and participants. Answering the questions: How many people are engaging and participating, how often and in which forms? Engagement of this type is critically important to measure. This is because engagement shows that people actually took the time to interact with the post, in other words to comment on it or to click through to the full article. Engaged readers are more easily converted into customers.
- Measuring website traffic from social media through metrics such as URL shares, clicks, and conversions. Answering the questions: Are people moving through my social media to my website and what do they do once they are there? Again, Google Analytics is a very powerful tool to assist with obtaining this type of information.
Other metrics include tracking follower growth, optimal times for engagement, tracking likes and reactions, monitoring mentions and delving into audience demographics. Once you’ve decided on theSEO analytical metrics you’d like to focus on, you need to find the tools to capture these metrics and measure the success of your social media marketing.
The ultimate goal of social media marketing is to gain an audience for your products and/or services that you didn’t have previously. You need to measure how well your marketing on these channels is doing in terms of gathering new audiences because – if it’s not performing this ultimate function – you need to swap some items around and make sure that you have the return on investment, from marketing on these channels, that you need for your business.