How to Measure Your Social Media Marketing Campaigns
Are you running social media marketing campaigns for your business? Then, you should measure their performances regularly.
This will help you understand which social activities are successful and which aren’t, allowing you enhance your overall marketing strategy moving forward. So, don’t measure them for the sake of having metrics; do it to improve and get better results.
But, how can you measure the success of your campaigns?
This might be a little difficult for beginners. But as long as you know the basics and follow Easy Media’s quick guide below, you will be able to get started with ease.
Are you ready to track your results? Read on.
5 Steps to Measure Your Social Media Marketing Campaigns
There are two general ways to measure your campaigns, and they are both important in executing an effective social media measurement process.
The first method is through campaign-focused metrics, and the second one is through on-going metrics.
Campaign-focused measurements vary from campaign to campaign, depending on your goals for each of them. On top of that, they will also allow you to learn the impact of your targeted marketing initiatives.
On-going measurements, on the other hand, track activities over time. They are necessary for maintaining the overall pulse of general conversations about your company and brand. With this, you can just let your brand tracking run once it is set up, and do check-ins regularly to see how everything is going.
Here’s how you can measure the success of your social media marketing efforts:
Step 1: Define your goals
The first step is to determine your social media goals. What do you want to achieve with your campaigns? What do you want to gain through your social media channels?
Different platforms serve a wide variety of purposes – from engaging with a community to broadcasting the latest news and information. If you don’t know what you’re trying to achieve, you won’t be able to measure your social media marketing success accurately.
That’s why you need to create a list of your goals and objectives. Then, consider how you want your target audience respond with the campaigns you run across social. Do you want them to purchase your products or services? Read your blog? Share your posts? Engage?
Be specific with your goals and stick with them. Make sure that they’re measurable and attainable, too.
Step 2: Select the right metrics
Once you’ve defined your goals, you need to match them to actual behaviours and metrics that you can measure. For instance, if you’re trying to measure your audience engagement for the month, you should choose the most practical form of engagement you want to track, which can either be clicks, comments, replies, reposts, or retweets.
Here are a few metric suggestions that you can measure:
- Brand awareness. Metrics such as reach, amplification, exposure, and volume should be used if you want to measure brand awareness.
- Website traffic. You can track URL shares, conversions, and clicks if your goal is to drive website traffic.
- More advocates. Monitor your campaigns’ influence and contributors if one of your goals is to turn your followers into loyal brand advocates and fans.
- Increase share of voice. You should track the volume related to your closest competitors if your goal is to boost your brand’s share of voice.
As mentioned earlier, you should look for participants, comments, replies, retweets, and other related metrics if you want to increase your audience engagement.
Step 3: Start measuring
Now, it’s time to measure your social media marketing campaigns. To do this, you need to look for analytics tools that suit the metrics you want to measure. You can use also the built-in analytics provided by social media channels. However, there are some cases where you might need to build your own analytics using APIs or use third-party tools.
If you’re new to social media marketing and don’t know which tools to use for each platform, you can do a quick online research or ask around – you’ll definitely find numerous options, including:
- Sprout Social
Most analytics tools work on real-time. So, if you can strategize in advance and set up brand tracking before your campaigns start to run, you will be able to access all the data you need later.
For instance, accessing tweets that are at least a few days old can be less reliable than gathering and archiving them in real-time. That’s why you should set up your tools before your campaigns begin when possible.
Step 4: Track and report
After measuring, use your initial findings as the baseline for your next measurements. Then, share these findings to your team and important stakeholders. You should also determine how the numbers compare to what you’ve expected and how they compare to your competitors’ campaigns.
This step will allow you to schedule regular reporting, too. You can do it monthly or quarterly, depending on your schedule. But if you’re just starting out and want to maximize your results, weekly reporting is also a good option.
Make sure to include contextual information like benchmarks in your reports so that your team and stakeholders can easily understand the meaning of each figure. Adding data visualizations will also help you demonstrate the results clearly.
Step 5: Enhance and repeat
When you’re done with steps 1 to 4, the only thing left to do is to conclude your results. How are your metrics? Did you miss anything?
Figure out what you need to enhance, make some changes if necessary. Then, measure your results again. It’s like a cycle. But when you reach the fifth step, make sure to draw conclusions from your results and adapt them to your next campaigns.
How effective are your campaigns?
To determine your social media marketing success, you need to measure them. Define your goals, choose the right metrics, use effective social analytics tools, monitor the progress of your campaign, and make improvements when necessary. These steps will help keep your social media strategy effective and efficient as you move forward.