It can be difficult to measure key performance indicators when it comes to social media marketing, especially if you are not a dab hand at analytics, or if you want to avoid the costly social media reports that some sites offer. The good news here is that there are some easy – and free – ways to evaluate the success of a campaign.
Here at Polaris, we assess the following KPIs with social campaigns:
- Engagement with social media users
- Engagement with target audience
- Levels of followers, page views, connections, ‘likes’ etc.
- Interest in services/products
If you have high levels of engagement with social media users, you are sending out little sparks of your brand image out into the vast social media universe, to one person at a time. This assists with the creation and distribution of brand awareness, in a unique and personal manner. You can measure the amount of engagement by simply counting each interaction you send and receive.
Similarly, you should measure your engagement with your target audience. Who are you interacting with that could be a potential client or customer? Count these exchanges, and try to keep in regular contact and build a friendly rapport over social media accounts with those who interact back.
Levels of followers, page ‘likes’ etc. The most obvious way to measure the success of your social media marketing is to keep track of the levels of followers, page views, ‘likes’, connections, and the number of those in your circles on your social media accounts. If you are creating and posting quality content to the right audience, then you will create a loyal following. And you can then specifically target this audience with tailored, strategic social marketing campaigns. If you are losing followers then you might want to rethink your strategies. Growing and maintaining followers will be a key performance indicator of the success of your marketing campaigns.
Lastly, make a note of any persons who express an interest in your services or products. Build a rapport with them, and stay in contact. With smaller businesses you might even be able to track an expression of interest from a social user right through to sales. Just one demonstration of interest is valuable, and proves that your social media marketing is working.
Polaris agency is a social media management company in Kent. If you would like to know more about our social media marketing services, give one of our friendly team a call on 020 3475 6799.
