One of the greatest areas of frustration social media marketers face is determining and demonstrating ROI. A healthy social media program can be time-consuming; executives demand more from their staff than ever before. Results can be elusive, especially if you aren’t a full-time social media professional. How will you know if your initiatives are yielding results? Which programs are working and which fail to deliver an impactful message to your audience?
Celebrate your social media successes and evaluate areas for improvement on an ongoing basis. A variety of consultants and software programs are available to help you monitor the results of your social media campaigns. If you’re short on time, staff and budget, there are some built-in platform shortcuts to help you take initial stock of your current program. Following are some tips for navigating the most basic built-in metric features of the more popular and heavily trafficked social media sites:
1) LinkedIn: This popular professional networking platform offers an assortment of Group measurement tools. You don’t need to be a group manager or owner to gain access to basic demographics. In fact, if you’re interested in joining a group, you can check out these statistics prior to being admitted. To access this data, enter a group name in the search bar and click on “Group Statistics” at the right-hand side of the page. You’ll gain access to group comment, discussion and growth activity and participant job function, seniority, geographic and industry title indicators. A handy summary of all group activity is available as well.
Viewers of this data also have the ability to share group demographics via LinkedIn, Facebook, Twitter or a URL. If your group has recently experienced particularly strong member growth or active posts, encourage even greater engagement by sharing your results via social media! Prospective followers may be intrigued by what they’re missing.
2) Facebook: This platform offers a host of metrics for the marketing professional to evaluate when determining ROI. While there are too many metrics to cover here, Facebook offers relatively robust reporting tools for Reach, Engaged Users, Talking About This (i.e. your brand) and Virality, among others. Detailed information is available in the “Help” section on Facebook. A summary of weekly activity is emailed to page administrators as well.
3) Twitter: Tweeters have the option to be notified by email when their Tweets are re-tweeted, marked as favorites or they’re followed by someone new. This anecdotal feedback can be helpful, but it doesn’t provide specific or long-term insight on your successes or following. More in-depth metrics are available to paid Twitter advertisers.
Visit next week for more information on additional statistics you should look out for!