It might become a tedious task to keep up with the updates that are rapidly happening in the Social Media space. Add to that measuring your Social Media success with Analytics and long term measurement adds a lot more complexity. Eevry brand now a days seem to be jumping in to the Social Media bandwagon. But then, everyone doesn’t understand the specific goal they want to achieve with the help of it. Jumping in, for the heck of it is not going to help if you are not going to measure the success of it. And for measuring success of any campaign you need data and analysis over it to play with. Here i will define the basic metrics that will help you get started with measuring your Social Media Campaign Success. Here, your Goal can be targeting a certain number of sales or Reaching out to Customers for support related issues or it can be simply engaging with them to amplify your online brand value.
- Audience Level Metrics
- Engagement Level Metrics
- Brand Reach and Performance
- Competitive Analysis
- Customer Service Report
- You can track Audience Growth which will basically measure your rate of adding/losing new fans over time. This growth if not stable will let you work on some stronger content in order to gain your circle of trust with them.
- Engagement/Fan is the number of engagements you have had with your fans across that network divided by the total fans you have across the network. This would be a great way to showcase as how many % of your fans are actually finding your content relevant and acting on them in terms of clicks,likes,dislikes,comments and shares. Having a greater percentage here would signify that your page is faring really well in terms of appealing content to your fans. People Talking About is a similar metric in Facebook Insights which you can play with to get this metric. So the Engagement/Fan on your Facebook Page would be: People Talking About /Total Fans
- People Talking About
Twitter on the other hand, has far less but really useful engagement metrics such as ReTweets,Mentions and Favorites.
In terms of measuring your engagement on Google+, you can measures Shares and +1’s (which are similar in concept to ‘Like’ on Facebook)
More Traffic to your website always does not translate to more sales