Putting the success back into your social media campaign!
2 Part series
PART 1
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By now you’ve run a campaign or two across a few social media platforms and you are noticing people take note of your brand; what you have to offer and maybe even dropped by your office! While all these are great signs of progress; you still need to measure how well that progress has been. Measuring the campaign will tell you where you’ve been successful and where you can improve.
At the start, you would have set goals for your campaign, the number of followers, fans you want, the levels of engagement for your campaign etc. so when you measure your results, you will have two kinds of analytics –ongoing analytics and campaign focused analytics to focus on. Measuring the success of your social media campaign is not very different from you measuring the success of your marketing efforts. You will still see where your customers are from, how many times the ad or campaign on TV and social media was clicked; what do they like, socio- economic and cultural backgrounds etc.
As marketers, we are all on a mission to be better than our competitors, out-think others, deliver better products and services and track our efforts.
Ongoing analytics are those that you will keep tracking over time. These are necessary to understand the trend; the peaks and pulses about your brand and that of the competition over a period of time. To do this, you need to set up brand tracking and check the results every now and then.
Campaign metrics will measure the results of your targeted marketing activities or campaigns. These can also vary from campaign to campaign and depend upon the goals you set.
To get the best possible results, you will need a combination of both
So without further ado; here’s a list of what you should be measuring
1.Measure your social media listening activities: If you aren’t listening as part of your campaign, you’re missing out on the conversations people are having about your brand. When you do listen you gain insights into your brand
How engaged are your target audience?
What customer support issues are they happy with?
What customer support need gap can be filled?
Are there any changes to your product or service you need to make?
Performance management?
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“Most people do not listen with the intent to understand; they listen with the intent to reply”– Stephen R.Covey
Use listening tools to understand how many people you’re helping through your campaign, are your fan followers increasing, etc. prioritize the points and use the information gathered to make changes to your business.
2. Measure Growths and Reach:
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How healthy is your growth rate? Watch for a steady increase in the number of your fans, followers and subscribers. We also like to club growth, reach, volume, exposure under one metric- Awareness-how far is your message spreading?
3. Engagement: Are your followers interested in what you post? Do they comment? Interact? Maybe even poke, write an LOL? Well that’s great! It’s exactly what you need! It cannot get any easier really, just monitor the quick interactions to your channel- starting with how many likes, shares, +1’s, comments, retweets, mentions repins etc. Always set a target and then work your way up to measure the targets on a bi=weekly or monthly level. See how far your interactions increase, decrease or remain neutral. The idea is to keep increasing but also maintaining a good engagement level.
(PART 2 CONTD ..)
Social Pandora 