New to Social<\/strong> \u2013 Have built pages, though they are mostly static users and can actively view others\u2019 social activity while seldomly engaging with them.<\/li>\n<\/ul>\nResults Measurement<\/h2>\n
Whether reaching a personal milestone or business goal, measuring results is critical to\u00a0long-term success.<\/p>\n
Topline Tips<\/strong><\/p>\n\n- Account for the time, resources, and\u00a0effort invested in social media to\u00a0ensure that the outcome is supported\u00a0by the investment.<\/li>\n
- Identify the most successful social media program features, as well as those that underperform, and adjust your program as needed, while maintaining your primary objectives.<\/li>\n
- The key to measurement is setting goals. If you have specific goals, you can\u00a0achieve them, if you don\u2019t, you often tend to lose momentum. Below are specific social media metrics you could measure and the benefit of each:\n
\n- Number of followers:<\/strong> While building a large follower base is decreasingly valuable on platforms like Facebook, it does send an immediate signal to people who find your page. You want to set a minimum number of connections on each platform.<\/li>\n
- Monthly engagement:<\/strong> Once you are consistently using social media, a good way to measure the value of what you post is to gauge how many people like, comment, share, re-tweet etc. Driving this number up each month means you are improving your value to your audience, and higher engagement rates increases your audience reach.<\/li>\n
- Audience reach: <\/strong>Facebook, Twitter, and Instagram offer analytics tools that provide information on how many people see your content. You should review activity by month to determine overall visibility of your posts, and using these tools, you can determine if your engagement, reach, and visibility is growing month over month.<\/li>\n
- Website Traffic:<\/strong> Social media is a key driver of\u00a0website\u00a0traffic. With Google Analytics, you can see what percentage of your website traffic comes from social media channels, and you can increase those numbers\u00a0over time.<\/li>\n
- Leads:<\/strong> A lead refers to new phone numbers or emails collected through social media campaigns. Typically, there is a separate submission form on a special landing page. Social media posts or ads can drive potential new clients to that special landing page to collect their information.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
It matters less what your specific goals\u00a0are,\u00a0numbers-wise, but it does matter that you set a goal and consistently evaluate your success in reaching it. Once you can compare your month-over-month numbers, you\u2019ll begin to see where your personal successes will lie going forward.<\/p>\n
Note: Once you are active on multiple social platforms and want to measure multiple metrics, you could consider licensing a social analytics tool, like Locowise, Socialbakers, or Sprout Social.<\/p>\n
\n\n\n| User Type<\/td>\n | Types of Measurement<\/td>\n | Sample Results<\/td>\n | Considerations for Growth<\/td>\n<\/tr>\n |
\n| Power User<\/td>\n | \n\n- Leads<\/li>\n
- Website referral traffic<\/li>\n
\u00a0\u00a0 <\/p>\n - Reach<\/li>\n
\u00a0\u00a0 <\/p>\n - Engagement rate<\/li>\n<\/ul>\n<\/td>\n
\n\n- I collected 100 new email addresses.<\/li>\n
- Social media is driving 30% of my website traffic.<\/li>\n
- My brand exposure has improved by 100% YOY.<\/li>\n
- My client engagement rate has risen 50%.<\/li>\n<\/ul>\n<\/td>\n
\n\n- Regularly fine-tune and improve results over time.<\/li>\n
- Use Google Analytics to further assess web traffic quality resulting from your social activity.<\/li>\n<\/ul>\n<\/td>\n<\/tr>\n
\n| Regular User<\/td>\n | \n\n- Network growth<\/li>\n
- Reach<\/li>\n<\/ul>\n<\/td>\n
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