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.
Analyze, Optimize, Repeat
One of the most difficult tasks that anyone who has worked in marketing is defining what is success, specifically, ROI as a measure of success. Traditionally, ROI has been measured like this:
Return on Investment (%) = (Net Profit / Marketing Costs) x 100
When dealing with traditional marketing methods, this is a clear-cut way of defining success and ROI for your campaigns. If you reading this, my guess is that this doesn’t work for you in social media and you need some answers! Social Media Marketing (SMM) can be tricky, but these tools should help give you an edge and help you steer your campaigns in the right direction.
Google Analytics is an incredibly powerful tool that can allow you to get a better understand of your customers by providing you with loads of data and statistics to help you analyze your visitor traffic and optimize campaigns. Using Google Analytics Campaign Tracking, you can set up tracking links for campaigns with UTM parameters so you can really understand your customers!
Hootsuite has been around as a staple in the social media management and metric tracking since SMM took off. An easy-to-use interface provides users with a dashboard where they can manage and measure multiple social networks. One feature that many people overlook is the ability to work in teams – a huge bonus for anyone who has multiple people working on their accounts. Hootsuite is a great tool for scheduling posts from multiple social media channels as well as giving you the ability to create individual reports.
Facebook Insights is a powerful tool that provides all the analytic data for your Facebook page. Page Insights gives Page managers a number of aggregate metrics, including the number of people who like their Page, how many people see a post and how many people clicked the post. The insights allow you to understand your audience, what they are reacting to, and adjust your content to meet their needs.
Twitter finally caught up with the rest of the major social media platforms and has released some analytics. With Twitter Analytics, you can track timeline activity, including tweets that were favorited, retweeted, and replied to. Another helpful aspect of this tool is that it tracks the number of mentions, new followers and newly followed. Check out our “Beginners Guide to Twitter Analytics” for a full breakdown.
Bitly is an incredibly powerful tool that is vastly underrated. Most people use bitly to just shorten their urls, but it does so much more! This link shortener allows you track everything you share. This is a great way to see what your audience is interacting with and decide if the content you share is valuable.
Social Mention is a social media search and analysis platform that aggregates user-generated content from across the universe into a single stream of information. It allows you to easily track and measure what people are saying about you, your company, a new product, or any topic across the web’s social media landscape in real-time. Social Mention monitors 100+ social media properties directly including: Twitter, Facebook, FriendFeed, YouTube, Digg, Google etc.
LinkedIn, the social networking site for professionals, has been rolling out a new and updated design for their users.
LinkedIn users may have started to notice that their homepage and many people are big fans…including myself!
According to LinkedIn representatives, “this is just the beginning” and that it plans to offer more customization and functionality later this year, but for now the redesign should be hitting your account over the next few weeks.”
The new style has been compared to that of Google+, as it features larger pictures and visible comments. The information is displayed on the page in a much more visually appealing manner, which makes scanning the updates a much more enjoyable process.
We want to know what you think of the new design. Let us know what you think and don’t forget to contact us for a free Social Media Strategy Quote!
One of the biggest mistakes made by business owners in social media is not promoting their efforts offline.
That’s right, taking your online social media efforts offline. When businesses take on any type of marketing campaign or strategy, online or offline, they must be effectively cross-promoting their social media efforts at any possible chance that arises.
So how does a business market social media offline?
First, make sure that EVERY piece of printed marketing material (signs, menus, posters, banners, window decal, etc) includes your social media and online information. This includes links to your website, Facebook, Twitter, LinkedIn, Youtube, Foursquare, and any other online links to your business.
Next, make sure to make your offline ads memorable and creative. It would be a shame to put all that effort into creating stunning online social media accounts and only have a small portion of your client base interacting with it.
Finally, the most important aspect of offline social media marketing is getting your employees involved. Your employees, especially in service based businesses, are the first point of contact with your customers. Therefore, it is essential to ensure that they are not only aware of your social media strategy and campaign, but also spreading the word when they are with customers.