Happy first week of summer! Today is the final part of my social media marketing (SMM) plan series! Today I will be discussing a few ways to measure the impact of your campaign. Over the last three posts, I discussed how to create and initiate a SMM campaign, some popular social media sites to utilize, and how to publish useful content. Now this final post will help to determine if all that work proved useful!
It’s important to measure the impact of your SMM plan; it will help you to learn how social media can impact the company and learn the best (and sometimes worst) ways to connect with the public. Measuring your SMM plan can help you to accurately determine if you reached your goals (that were outlined during step one of your SMM plan).
There are a few different ways to measure SMM success, depending on your goals. I will list a few different ways to measure the success or failure of your campaign.
1. Gaining and Maintaining Online Followers
This helps to determine whether the SMM plan helped to gain and maintain online followers. This shows how many people were impacted by the content. It can be measured through how many followers (tweets, connections, visitors, etc.) your site began and ended with.
For instance: At the start of the SMM plan your Facebook account had 200 followers and by the end of the campaign, it tripled to 600 followers.
Note: It’s important to compare these numbers to your SMM goals. Was the objective to double your impact or triple it? Determine how successful this was to your overall goals.
2. Social Engagement
This helps to determine how many people engaged with the content posted. You can measure your social engagement through: Facebook mentions, Twitter retweets, YouTube video comments, and Pinterest posts.
For instance: By measuring who is mentioning the company in online posts is important. Was it your targeted public or maybe an industry expert in the field of topic? This helps to learn if the targeted public was reached during the campaign.
Note: Use your SMM goals as a way to measure the success of social engagement. If the goal was to reach more women between the ages of 25-35 years old then look at who all engaged with the content to best determine if the goals were meet.
3. Call to Action
This determines how many people took action because of the content. It can be measured based on: increasing website visitors, increased online sales, or the amount of content downloads.
For instance: The majority of posts asked online users to check out the new company website. Then the website statistics showed increased visitors over the SMM plan period.
Note: Was your SMM goals to increase website visitors, increase sales, or both? Judging the amount of online visitors and overall sale numbers can help to determine if the published content was successful.
4. Compare with Competitors
It can be helpful to learn where the company stands next to the competition. You can measure the two through: online followers, company mentions, LinkedIn connections, and YouTube video views and comments.
For instance: During the primary SMM planning stage, researched showed a company competitor had over 800 Facebook likes, but little public engagement. At the end of the SMM plan, your company had more likes and increased involvement over the competitor.
Note: Although it can be useful to maintain awareness about the competition, don’t determine the SMM success solely on beating out a competitor. That’s why it’s important to clearly set company goals to best determine the SMM plan’s success.
5. Evaluate the Content
Determine which online posts received the most visitors, comments, and retweets. Then research to find out if the popular content contained a specific subject or was published on a specific day or time? By determining what received the most popularity can help determine future content.
For instance: Content that was posted on Friday afternoons between 1:00 p.m.-4:00p.m. received the most engagement. This could show that the public is most active during that day of the week.
Note: By learning the most popular times or subjects that best reaches the public can help to keep them better informed and engaged on the social media platforms.
6. Return on Investment (ROI)
This lets you determine the amount of time spent on the SMM plan compared to the success of the company goals. It’s important to use social media in a successful way to achieve your goals.
For instance: A 3 month SMM plan only achieved two out of six goals, determine if the SMM plan needed to be implemented longer or the campaign didn’t generate the expected responses (if so find out why).
Note: Wasted time is also wasted money, so quickly determine the flaws within the SMM plan to best determine future PR campaigns.
7. Online Measuring Metrics
There are many different programs (free and paid) available to measure social media success. Here are two systems that could be useful during the SMM plan.
Facebook Metrics: Allows you to learn views per post, follower engagement, and page statistics.
Twitter Analytics: Learn when your posts are retweeted, measure any Twitter posts that relates to the company, and learn how to post content to reach your targeted public.
For instance: Using Facebook metrics is a simple way to understanding how well the company page is doing online and what can be done to improve the page.
Note: There are many measuring systems out there, be sure to do the research to determine which systems can best benefit the company.
To easily sum up this four part blog series it’s important to clearly understand the reasoning and purpose behind creating a SMM plan. Always remember to follow steps one, two, and three and all the future steps will fall into place. Remember quality over quantity; it may seem important to have five social media sites, but if they aren’t being properly maintained it can cause more harm than good. When posting social media content keep the public in mind and who the SMM plan is targeting. Post topics pertaining to your targeted public and always remember the basics of spelling and grammar (it does matter). Finally, measure the SMM plan success with the goals, from step one. If the SMM campaign exceeded the goals than it was a success, but if not determine the problems and the best ways to move forward.