A Measurable Social Media Campaign
Hooray for stats!
When I first got into social media – the return was all very speculative. No one had really found a decent way to feedback to customers about how it was actually benefiting them.
It’s all very well and good telling clients that a brilliant social campaign allows you to reach your customers in a way they have never done before – what they want to know is why this benefits their company.
Why shouldn’t they expect a decent answer to this question? They haven’t put blood, sweat, tears into this brand for no reason – they want it to succeed, goshdarnit!
Thanks to the shed-load of analytical tools available nowadays, you can show your clients exactly what they need to know.
Trouble is, when you don’t work towards a goal that has been specified at the start of the project – how can you measure it?
Don’t mistake Social Media for something that doesn’t require a strategy; it’s a truly lucrative part of your digital marketing.
The easiest thing to do when telling your clients how awesome social is, is to ask them what they would like to see an increase of
(steering clear of this approach:
because, let’s face it, that just misses the point…)
Work with your clients to specify their goals for social. For example, set these sort of metrics by asking these sorts of questions:
- Based on the amount of inter-customer chatting per campaign, is it worth a larger community building strategy in the future?
- Re-tweets from industry Influencers – how many do we get on a weekly basis, and how do we start to increase this number?
- How many people signed up to our email newsletter from our Facebook campaign?
- How many social signals did we give out this month?
- How many popular bloggers, or un popular bloggers, want to organically link with us?
- Are our teams across the World being spoken about positively, if not, how can we change this?
All of these are measurable and have a return that benefits your Client’s business.
Measurable with what?
The top 3 tools we recommend small to medium businesses to use to measure their social media activities are:
- Google Analytics – track traffic sources, but also track drop off points and customer journeys around your site, this will give you a better idea of the kinds of things they care about
- Hootsuite – Analytics are nothing without a fancy CMS system. Hoostsuite is perfect for beginners and experts alike, utilise the scheduling feature, automated RSS feed poster and geographically targeted keyword search to find new customers
- Facebook Analytics, Follower Wonk and Majestic SEO – okay, these are 3 but you only need certain data from each one to give you the best possible overview of your social media engagement so placed all together they only really count as one.
For more information on how best to use these tools or training, contact us today!
Social Media ROI
If footfall to your website increases from your social network presence that means increased business, customer acquisition, increased sales, increased brand awareness, brand trust – and so on.
There are two lessons here:
1) Don’t lump social strategy in with the Christmas tree at the back of your stationery cupboard, only to be brought out once a year and
2) Don’t expect your strategy to be taken seriously without measurable results.
If you have hit a ceiling with your social media or simply don’t know where to start, contact us today using the form below and we can show you how to unlock the potential of social media!