One of the benefits of social media, is that it’s trackable and lets companies measure whether the content they’re creating has a positive impact on their customers and business goals. In this video tutorial, digital and social media strategist Martin Waxman teaches you the fundamentals of social media measurement. He explains why you need to establish metrics up front and the importance of adding a tracking tag to URLs in order determine if your plan is working.
- [Voiceover] One of the biggest benefits of social media is that it's trackable. Let's look at a typical Google Analytics dashboard, the platform many businesses use to measure online marketing results. From here, we can determine if our content is resonating with the people we're trying to reach, or whether we need to adjust, but you don't just dive into the metrics mid-campaign, you have to decide what you're measuring up front, and how you're going to measure it, and that takes planning.
So, where do you start? That depends on what you're trying to achieve. A good place is your business goals and objects. For Topsy Turvy, success could be an increase in cake orders over a set period of time. Topsy Turvy could work with its IT or analytics consultant to setup a special campaign URL on Google Analytics with a tracking tag, and that shows them where the traffic's coming from. They could give that trackable URL to a blogger who's writing a story about their cake designs, or share the link on social media platforms, then they could track the traffic the customized URL drives to their site, and observe what people do when they get there.
For more on this, check out the Goggle Analytics Essential Training course. Or maybe, Topsy Turvy wants prospective customers to sign up for its newsletter in order to capture their emails and start marketing to them. First, they'd need to create a landing page with content that entices people, and encourages them to sign up. When that's done, they would generate a campaign URL with a tracking tag for that particular page. They could include that URL in a blog post, or in their newsletter, this enables them to see how many people read the post, clicked on the link, and determined whether or not they signed up for a newsletter.
These are just two ways to measure your social media programs, and you can track the results back to the goals and objectives you established in your social media marketing plan. Investor Warren Buffet says, "There seems to be some pervasive human habit "that likes to make easy things difficult." As with most everything you do, don't over-complicate, and try to keep your social media measurement as simple as you can.
- Using social media to listen to customers
- Setting goals
- Crafting a social media policy and a plan
- Creating shareable content
- Measuring your social media success