Most companies, okay all companies, want to see a return on investment (or ROI) when it comes to their marketing. This allows them to assess if their marketing activities are worth the time and money being spent on them. Measuring the success of Social Media Marketing isn’t always easy to do, but not any less important than any other marketing initiatives.
When it comes to social media marketing success, you have to look at several factors:
Traditional metrics like page views, time spent on site, unique visits, and goal conversions – all of which can be found in Google Analytics.
Engagement metrics like Twitter retweets, or replies; Facebook likes, or comments; blogs comments, or links to posts.
Influence metrics like Twitter followers, Facebook friends or blog/RSS subscribers.
Now looking at the hard numbers is only half the battle when it comes to determining Social Media Marketing success. Unfortunately, when it comes to measuring SMM success, some of the data you are looking at is subjective. Sure you could say having 1,000 followers is better than only having 100, but what if those 100 followers are engaged, consistently re-share your posts across their networks, etc. and on the flip side you never hear a peep out of those 1,000 followers. Now those 100 are starting to look pretty good, aren’t they? So remember to look at the communication level behind the numbers when trying to measure Social Media Marketing success.
Need help making your Social Media Marketing worth the cost and a true success? Download our free Social Media Strategy Kit for insight into utilizing social media the right way.
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