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Social Media Blogs by Aliza Sherman

Social Media Blogs by Aliza Sherman

Aliza Sherman is a news media entrepreneur, author, women's issues activist, and international speaker.
Sherman has received recognition for her role as an entrepreneur focused on women's issues, particularly women's role in the news media industry and their participation on the Internet.

Measuring the Effectiveness of Social Media Marketing

Measuring the Effectiveness of Social Media Marketing

Measurement is an integral part of both online and offline marketing. Any time you spend money to market your business, you should be tracking the results of your marketing efforts to make sure you’re spending wisely. Any marketing you do for your company should start with your goals. Ask yourself:

  • What am I marketing?
  • Who am I trying to reach?
  • What am I trying to get them to do?

Be sure to plan and build your marketing campaigns with an eye toward measuring specific actions that are reasonable and likely outcomes from platform-appropriate tactics. Keep the actions easy, short and sweet for best results.

If you want people to sign up for your email newsletter, you could purchase a Facebook ad that drives people to a form embedded on your Facebook Page that people can fill out to be added to your email list.

A better tactic may be to purchase an ad on someone else’s email newsletter that reaches an audience similar to you on a complementary topic. Either way, you want to monitor the click-through on the link to your email form and also the number of signups to your list.

Getting people to give you their email address is far more valuable than getting them to Like you on Facebook or follow you on Twitter. While it may be momentarily exciting to get Likes and Comments on your Facebook Page posts, those actions are much less important than getting people to share your posts with others.

Why? Clicking a “Like” button takes seconds and no real thought or consideration, but it takes more effort and consideration to forward content to others. Sharing implies endorsement. You want other people’s endorsements, but will they be willing to give it?

When you plan your campaign, consider where you’ll send people when they click on the campaign link. Make sure the link leads to something easy to read, use or share such as

  • A short form
  • A poll
  • A quiz
  • A survey
  • A video

Here are some valuable actions that can be encouraged through social media marketing and easily tracked:

  • Filling out a form to request more information.
  • Entering a contest.
  • Providing an email address, mailing address and phone number.
  • Responding to feedback.
  • Responding to a poll.
  • Taking a survey.
  • Signing a petition.
  • Video views or file downloads.

In addition to the destinations and actions for your social media marketing campaigns, use tools that add layers of tracking to get a better picture of the results. For example, when you publish a Facebook Post and then boost it, you can track click-throughs, but if you purchase a Facebook Conversion Ad and add the pixel HTML code Facebook provides you for your destination page, you get deeper tracking to see if people went from your ad to action.

For yet another layer of measurement, use a link shortener such as bit.ly to track clicks on the link. If you schedule your messaging using a social media dashboard app like Hootsuite or Buffer, both also track click-throughs. Each tool may also offer additional data such as the geographic location of people who click on your ads.

Tracking helps you know which messaging and what platforms are effective in reaching your audience and which compel them to act.

The bottom line of measuring the results of your social media marketing efforts goes beyond the numbers and boils down to:

  • How many people responded?
  • How are you going to cultivate a deeper and longer-term relationship with the people who responded?
  • How will you turn the connections you’ve generated into sales?
  • How will you turn new customers into ambassadors for your brand?

Measuring social media marketing simply by the numbers misses the entire point of social media marketing. If you can’t gain more from your promotions than a quick hit of likes, comments and clicks, then you’re wasting your time and money.



Read other social media blogs by Aliza Sherman
 

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