How To Measure Social Media Marketing Success

DSM Digital School Of Marketing - social media marketing

Social media marketing tricks and techniques are plentiful. However if you don’t know what’s When it comes down to success in social media marketing, it could seem like every competitor out there is attempting to grab your customers’ attention.

While it could seem a bit daunting at first, gaining traction on social media doesn’t have to be challenging if you know which key performance indicators (KPI) to examine. Through understanding volume, reach, engagement as well as influence, you and your marketing team will be well on your way towards discovering how to measure success on social media. Happening right now then you may very well be wasting your time.

Determine Your Social Media Marketing Goals

Before you jump straight into measuring every single tweet, photo, as well as Facebook comment posted about your brand, the first that you need to do, is think about your goals with social media:

  • What are you attempting to accomplish or gain through these social channels?
  • And which channels are most pertinent to those goals?

The first step in your measurement strategy should be to put together a list of what you’re attempting to achieve from your social media efforts. Social media may serve a number of different purposes, from broadcasting news and information, to answering customer questions as well as engaging with a community. What is your organisation trying to accomplish?

Set Benchmarks

Before launching a new social media campaign, be sure to document all relevant metrics of your current activity, including:

  • Followers,
  • Friends,
  • Connections,
  • Subscribers,
  • Website traffic, and
  • Lead conversions.

Documenting all relevant metrics in advance of a new campaign will enable you to attribute increases in your predefined benchmarks to the success of your programme

Monitor Audience Growth With “Volume”

While not the most crucial metric, the volume is still very important when understanding the impact you’re making on social media.

Simply put, volume measures how many individuals are talking about your brand (or content as well as industry) on social media:

  • How big is the conversation around your brand?
  • Are individuals talking about your industry/offering?

These are questions volume which can help answer.

Volume is a little more complicated as opposed to just counting mentions in tweets and hashtags. Not only should you be evaluating how many posts and messages there are around your brand, however also how many people are talking about you.

Measure Your Brand Reach

The number of individual interacting with your content and demonstrating brand loyalty will be different from those who come across your content dependent on the structures of your marketing campaign strategy.

Brand reach alone does not uncover everything. However, it indicates how many users can potentially be exposed to your content helping to contextualise other metrics of engagement better.

Create Metrics To Measure These Goals

Match your goals to actual metrics as well as behaviours you are able to measure. For instance, if you’re trying to measure engagement, then what is the practical form of engagement you want to track? Is it retweets or reposts? Replies or comments?

Get in touch with the Digital School of Marketing

Do you want to become a social media marketing expert? If you do then you need to do our Social Media Marketing Course. Follow this link to find out more.

DSM digital School of Marketing - Social Media