Digital Marketing Solutions - World Wide Web Solutions Inc.

How to Measure Social Media Marketing Success

05 Jul
2016
How to Measure Social Media Marketing Success

When measuring Social Media Marketing Success, it’s important to remember that Social Media Marketing is measured differently from other digital marketing solutions. This is where many small businesses run into trouble. They try to use the same criteria to measure ROI in social media as other digital marketing campaigns.

This is part 2 of “Why Small Businesses Are not Succeeding on Social Media”

When measuring Social Media Marketing Success, it’s important to remember that Social Media Marketing is measured differently from other digital marketing solutions. This is where many small businesses run into trouble. They try to use the same criteria to measure ROI in social media as other digital marketing campaigns. Since they don’t measure Social Media correctly, the results they see are not positive and many just discontinue Social Media Marketing efforts before it can provide any real benefits to the business. This seems to be the MOST COMMON MISTAKE by small business.

Investing in Social Media costs less than most other digital marketing solutions, usually has a farther reach but is a LONG TERM STRATEGY.

THERE IS NO DIRECT CORRELATION BETWEEN SOCIAL MEDIA MARKETING AND SALES

Social Media Marketing is a strategy to increase brand awareness and create long term company value. It’s about developing relationships with prospects with the goal of converting them into customers.

Getting results from Social Media takes time and dedication to a long term strategy. It’s not difficult to do but it’s also not as easy as it looks. Companies must be committed to prospects and customers and have a strategy in place with measurable goals.

METRICS FOR SOCIAL GOALS

Align content with business goals and Social Media strategy.

  • Generate Traffic for Your Website
  • Reach
  • Engagement
  • Revenue

TRAFFIC METRICS

The amount of traffic that is referred by the Social Media Platforms where you are running campaigns.

  • Unique Visitors
  • Returning Visitors

REACH METRICS

  • Followers on Twitter
  • Retweets
  • LinkedIn Connections
  • Likes on your Facebook page
  • Followers on your Facebook page
  • Visitors to your blog
  • Blog Subscribers
  • Views and Subscribers on your YouTube channel

ENGAGEMENT METRICS

Once you understand your reach metrics, it’s time to see if anyone cared about your content. How do you know if anyone really cared? By measuring user engagement.

  • Clicks on links in your social media posts
  • Retweets, Mentions and Direct Messages on Twitter
  • Shares on Facebook and LinkedIn
  • Comments on your Facebook and LinkedIn posts
  • Ratings on your YouTube videos
  • Comments on your blog posts

CONVERSIONS

These are actions or events that can be measured from Social Media Marketing efforts.

  • Micro Conversions – A step on the path a visitor takes towards your macro conversion (primary goal). Examples of a micro conversion are a blog subscription, download a PDF, create an account, newsletter signup.
  • Macro Conversions – Your websites primary conversion (goal). Examples are a completed lead generation form or a completed sale on an e-commerce website.

Paul Schlanger
author

Paul Schlanger is founder and CEO of World Wide Web Solutions Inc. A Full Service Web Agency that specializes in web design, website management and internet marketing.

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