If you’re anything like me, you’ve struggled defining what constitutes success from a social campaign. If you’re running a Facebook campaign, what metrics do you look at to gauge your success? Likes, comments and shares are great, but they don’t always translate in to success. What about Twitter? Are you looking at your campaigns with all those re-tweets and favourites and thinking…I’m doing pretty well! Don’t worry if you’ve fallen into one of these traps, we’re here to help! Let’s start by breaking the steps down to take to ensure you’re getting the most out of your social media campaigns.
Clearly define your campaign goals and KPI’s
One of the biggest mistakes that marketers make when running social campaigns is that they fail to define the goals of the campaigns and a way to effectively measuring this. ROI can be measured in many different ways like: lead generation, customer acquisition, click-through-rate, increased fans, or even the tried and true metric – revenue.
Choose your platform
It seems like everyday there is a new Social Media platform popping up with hopes of capturing some of the already saturated market. For this article, we’re going to focus on the 6 social networks listed above, however, it is essential that you find the platform that allows you to build an audience and effectively communicate with them. A simple checklist can help you optimize your chances of success by answering the following about your target audience:
- Who are they Age, location, interests, etc?
- What social media platform(s) do they prefer?
- How much time do they spend on social media?
- What mind-set are they in when they are spending time on those social platforms?
Track your campaigns
So after you’ve set your campaign goals and decided on your platform, its time to watch all that hard work pay off…but wait, you need to have some way to keep an eye on how your campaigns are performing. Measuring influence on social media platforms can be difficult, and it’s been the topic of debate in much of the industry. Depending on the needs of your business, there are both paid and free tools to use for campaign tracking and management. Some of the better free tools out there include Google Analytics, Hootsuite, SocialMention, and native platform insights (Facebook Insights and Twitter Analytics). Check out our list of 6 Free Tools to track Social Media Campaigns here.
Optimize your campaigns and efforts
Now that your campaigns are live and running, you can just sit back and wait for all the conversions to come in….right? NO WAY! This is where many marketers drop the ball. Using the data you’ve obtained from tracking your campaigns, now its time to optimize and really hone in. One tip is to run A/B tests on your landing pages and ads. You may find that some methods helped you convert more, while others weren’t so successful. By having multiple versions of your advertisement, you can really see what works and what doesn’t and put your efforts (and spend) into those that will bring the best results.