If you are commencing social media campaigns, you would do well to ensure beforehand that you’ve got reliable metrics already setup. Unlike the performance of SEO services, which can be measured by your ranking in search engine results pages (SERPs), social media activities are trickier to measure.
Why Measure Social Media Efforts Anyway?
So, first thing up – why measure social media efforts anyway? Why not simply post updates, post tweets and let things be? Well, this is because a social media campaign is simply like any other marketing campaign in the market. Like any other piece of your marketing pie, it should be quantified or qualified to ensure that you are getting the results of your hard work or your money.
Measuring social media efforts allows you to see what tactics work, what tactics do not and in areas growth of social media can your efforts be feasible.
Set Some Goals
The first thing to do when it comes to determining and measuring your social performance is to set goals. Of course, when you get results, how do you know that your results are good? You need results, right? Depending on what you want to achieve, your goals can either be quantitative or qualitative. Some qualitative goals include: engagement, brand awareness, and brand influence. Some quantitative goals on the other hand include SEO ranking, sales, and traffic back to your website.
Now that you have your goals, create metrics for them. For example, if your goal is visitor engagement, your metrics should revolve around the number of tweets, comments, replies, shares, and the like. If your goal is brand awareness, then your metrics should be related to brand exposure, reach, and volume.
If the goal of your social media campaign is to drive traffic to your site, then you can track link shares and clicks. Are people clicking on your URL and visiting your website?
Now that you have the metrics established, you can go ahead and start with your measurement. Here are just a few ways to do so:
Measuring visitor growth. It is easy to track visitors on your website or blog, but there is no way to see how many people simply visit your Facebook fan page or Twitter page each day. However, you can easily measure the number of people visiting your page by seeing how many have liked or followed your profile.
Check The Comments. Comments or mentions on you Twitter page or Facebook page signifies your appeal to your target audience. This is the ultimate goal of using social networks for your brand: you want people to talk about your brand so that other people can see them, spreading your brand throughout multiple social networks. It’s good to take note that not everyone will leave comments, so you will need to take charge and engage people so they can comment or mention you.
Determine Facebook and Twitter Engagement. If you want to measure engagement of fans or followers, then you can use a formula to check your Facebook Engagement rate. The formula takes into consideration the number of likes, comments and shares made by your fans on a given day, divide it by the number of fans or followers and multiply it by 100. Twitter also has a similar formula, where you simply add the number of replies and re-tweets and then do the same as the Facebook engagement formula.
The percentage will show your engagement performance on Facebook and Twitter. The closer the result is to 100, the better your performance is. You can try measuring your engagement rates on different days or different sets of times to see when your most engaging days or times are.
Make Use Of Tools – Tools for social media such as Export.ly can help analyze your Twitter profile and Facebook business page. After analysis, you can download the results to an Excel sheet. Other tools that you can use are Google Analytics Social Media Plugin, Klout, Roowfeeder and Hootsuite.
Sales. While the link between social media and sales is not really a straight line, an effective social marketing campaign will definitely increase your sales over time, so you might as well take a look at this while measuring.
Monitor and Report
The next thing to do is to monitor and report your performance. How are the results? Are they close to your goals? Your monitoring can be done on a weekly or monthly basis. Monitoring and reporting your results allows you to analyze where your strong points are and what you can improve on your social media efforts.