If you use social media marketing to promote your business you need to make sure your market is listening. If you continually post status updates, share pictures and promote links to your content, but no one is listening, your strategy won’t work. Many businesses struggle to find ways to measure how successful their social media marketing is and calculate their return on investment.
In essence, there are two main categories when it comes to social media measurement. In most cases you will need to use a combination of them to find out if your audience is listening.
Numbers and Statistics
First, you can measure numbers and statistics relating to your account to find out if you are reaching your market and whether people are listening to your posts. To determine what numbers you need to track, consider what your goals are and then ask yourself what numbers you need to look at to find out if you reached the goals.
For example, if your goal is to increase site traffic, you will want to measure the amount of referral traffic you get from social media sites. Some common numbers and statistics you may want to measure include:
- Referral Traffic
These are just a few examples of numbers you can use to measure how successful your social media marketing is. Set goals that you can measure with these statistics so you can gauge how successful your campaign is.
When you measure this kind of information, you can assess how big your online audience is and you can start to find out if people are responding to your calls to action.
The amount of engagement you see on your social media accounts can be a good indicator of whether or not people are listening. When people interact with your posts and respond to your calls to action, you know you have their attention and they are interested in your business.
You can use some numbers and statistics to measure engagement. For example, tracking the number of comments, shares and clicks can help you see how engaged your market is. But, you may also need to use some informal forms of measurement to find out if your market is listening.
Try to keep your finger on the pulse of your market and the kinds of conversations people are having on social media and watch your accounts to see if people are talking about your brand, sharing content from your website and commenting on your posts.
Engaged and active audiences will comment on your posts, “like” photos you share and even act as brand ambassadors, encouraging their friends to follow you on social media too.
This kind of audience will help you be much more successful on social media and can lead to more traffic, sales, brand awareness and a bigger business. Look at numbers and statistics as well as levels of engagement to find out if people are listening, make necessary changes, and take measurements again. After some trial and error you will find what works best for your business so you can stand out on social media and see the results you want.