“How many ‘likes’ make our brand successful on Facebook?” If we got a dollar every time we are asked to give a numeric target for social media engagement we’d spend this winter lounging on a beach in Bali instead of fighting off flu symptoms with honey and ginger tea.
While we’re all for measuring the success of all your marketing efforts, using the right metrics for your social media benchmarking is not as linear as 1,000 likes equals success. People may have been busy clicking the thumbs-up to follow your updates, but how does that initial action add value to your brand? And how do you know if your social media strategy is on the right track? We here at camp Bc suggest a step-by-step approach that measures different things at different stages.
Don’t dismiss your humble beginnings
When you first start posting updates you may get little to no engagement. And at least in these early stages we wouldn’t recommend worrying too much about that. Instead: keep track on how fast your following is growing: it is a really good indicator that people are interested in what you’ve to say. Did you start with 4 likes on your Facebook page and have brought it up to 153 within the first month? Congratulations, you’ve managed to grow your fanbase over 38 times!
More engagement will follow soon if you keep things interesting for your audience. We’ve all experienced the awkward silence in class when the teacher asked if anyone would like to contribute their view on Shakespeare’s relationship to women. It can take a while for the ice to break (and in the case of the bard, for imaginations to run wild): just bear the awkwardness a wee bit longer. And don’t give up!
Finding your tribe
A great social media strategy needs spot-on brand positioning and a clearly defined target audience. Not everyone is going to love you or care about what you have to say about your industry (even though you’re clearly doing wonderful stuff).
One of the great things about social is that you can reach people that previously didn’t even know you existed. So whose attention will really get your business ahead in the next year? Once you’ve defined your tribe, develop a targeted content strategy for your audience’s needs. Publish, measure and adjust your strategy on an ongoing basis.
Define your metrics in line with your business goals
Your social media channels can add great value to your business, including new lead acquisition, increased brand awareness and improved customer service. But when it comes to measuring the success of their social properties, many businesses focus on the wrong metric (and waste a lot of time trying to find the best way to evaluate them).
If your main reason for running a Twitter account is improving customer service, measure how it impacts call volumes. Getting the odd inbound lead through the same channels is a fantastic side effect, but if it is not part of your strategy it’s much more valuable to focus on the metrics that will help you achieve your business goals.
If you'd like to learn how inbound marketing can help your social media campaigns, download The quick-start guide to inbound marketing for technology companies today!