You invest a lot of time and money in managing your social media campaign. Are you getting the benefits you thought you'd get? Before starting your next social media marketing campaign follow these steps to measure and evaluate the success of your campaign.
5 statistics to evaluate the success of your social media marketing:
(stats via HubSpot)
1. More than 50% of marketers who’ve been using social media for at least 3 years report it has helped them improve sales.
Define your goals: Before you start a social media marketing campaign define and write down your definition of a successful campaign. Include specific measurements related to social media such as
- increasing Twitter followers by XX
- leave comments on XX Facebook pages per day
- pin or <3 XX Pinterest posts per week
- offer 1 social coupon or discount per month
- get 5 social media leads per month
- convert 1 follower or fan to a customer per month
2. More than 50% of marketers who have been using social media for 1 year or longer improved search engine rankings.
Establish baseline measurements: When you set your social media marketing campaign goals know and document your previous numbers. If your business was previously on page 6 of Google and your goal was to reach page 3, be sure you accurately document your baseline stats so you can effectively evaluate your SMM campaign results.
Document your pre-campaign social media network stats: how many followers do you have on Facebook, Twitter and Pinterest before your new SMM campaign?
3. 95% of marketers who use social media at least 6 hours per week indicated their social media efforts increased exposure for their businesses.
Measure your efforts: Keep track of how much time you spend on your social media activity so that you can evaluate and compare your SMM campaign to other campaigns.
4. More than 50% of marketers with at least one year of social media experience were generating leads with social platforms.
Document the source of your leads: Ask your prospects how they heard of you: from another customer? On Facebook? Through a paid ad? By asking and documenting the source of every lead you can evaluate the impact your SMM campaign has on building your client base.
5. Of those who have been using social media for at least 1 year, 69% found it useful for building a loyal fan base.
Develop a fan base strategy: There are many reasons someone becomes a fan:
- they like your product
- they like your creativity
- they enjoy your social sharing.
Your best fans can become your brand advocates: brand advocates are free, loyal marketing reps who want to spread the word about your business to their social network.
When you invest your time and money in social media you want your efforts to pay off. Tracking pre- and post-campaign statistics provides you with information to measure and evaluate the results of your social media campaign.