Most social media strategists agree that there is no one, established framework to measure social media success. However, there are tactics you can adjust and apply to any social media strategy to help create a framework that works for you.
This article can help you develop an individualized, social media measuring framework. Follow these four steps:
Know your goals
1Any good marketing plan starts with established goals. You need to know what your goals are before you can measure how successful your efforts have been to achieve them.
What do you want to accomplish through your social media efforts? Some possibilities include:
- Sell more products
- Get more reviews
- Establish yourself as a thought leader
- Drive more traffic to your website
- Generate leads
- Increase your fan base
- Reach a specific demographic
Outline very specific goals so you can measure the results of your efforts.
Establish your baselines
2Based on your goals from step one, establish measurable baselines you can use for comparison later.
Create a spreadsheet that includes:
- Current sales numbers
- Review counts
- Number of hits in Google
- Website stats
- Other baselines specific to your goals
Clearly, some things are easier to measure than others. Quantitative elements like sales, website stats, and Google hits can be tracked easily. However, more qualitative elements such as thought leadership, influence, or customer satisfaction can be trickier to measure.
You may be surprised at just how many things are measurable in social media. Check out this post entitled “100 Ways to Measure Social Media” posted by Marketers Studio in 2009. This lists demonstrates that there are many things that can be measured. Your job is to establish which items are true indicators of your efforts based on your established goals.
Track your efforts
3There are plenty of tools you can use to help measure your social media efforts. Internal features of social media tools like Facebook and WordPress, free external tools, and paid services can all give you insight into how well certain strategies are paying off.
It is important during this step to use more than one tool to track your efforts. Each individual tool can give you specific insight into one or more aspects of your social media presence. Together, a carefully selected host of tools can give you a complete picture of how your efforts are paying off. Continue reading