Measuring success in social media

Measuring success in social media


Tracking the impact of a social media
campaign is really important but it can get complicated. That’s when analytics and tools can help. But first, let’s hear from
business owner Mike about how he uses analytics to know which of his social media efforts
are working best. Being able to analyze
and knowing how effective my social media strategies have been
to the business overall has been obviously very important. It’s so tied in with the need
to stay and to maintain that strategic plan, you know,
and make sure everything stays online and on course with your plan
to achieve your goals. And using social media to help
achieve that, you know it’s been very important,
being able to measure it. Equally important. Because of the fairly low or smaller level
which I sort of operate at I’m able to just use the individual tools which Facebook, Twitter
and Google provide. So I can use the analytical tools
that Facebook provide to see when a post is being very effective and I’ll put a bit of budget to it
or I’m able to see the times a day and also the demographic
that it did target and who appeals to. In this video we’ll cover how analytics
and different tools can help you track the impact of your social media efforts and understand
your customers a bit better. Let’s assume our vintage clothing busines
has established accounts on a few social networks:
Facebook, Twitter and maybe some other smaller
fashion related social networks. First, it’s important to take a look
at the social networks themselves. When you log in, many provide data
about what’s happening on those networks. For example, you might be able
to get reports about how many people you’re connected with
and how that’s been trending over time. Which of your posts are getting shared
or interacted with the most or even who your biggest fans might be. By looking at the data
and reports available in many social networks you can learn
a lot about who your connections are how they behave and how they consume or interact with the content
you’re providing. But logging into every single network
and looking at the data and reports and each one separately
can be time-consuming and tricky. Remember those tools that can help you
schedule your posts and consolidate all of your logging in
to just one place? Well, many of those tools can also track
and provide data that can compare the different networks against each other
and give you all that reporting in one place. Tools like these are really helpful
and you can investigate them by searching for social media management tools. There’s also another kind of tool that
might help you: social media monitoring. There are lots of them out there
and a wide range of features and pricing but basically, these tools will scour
all the social networks out there looking for mentions of you,
your competitors or even certain themes
being talked about. These can help you identify
new social networks you might want to participate in
and let you join conversations about your business or your industry. But these reports and tools
typically only measure what’s happening on social networks
themselves. So, if you want to know what’s happening after someone decides
to click on a link you shared or a piece of content you post
on your website you’ll need a separate tool dedicated
to tracking what’s happening on websites like Google Analytics. Web analytics tools will generally
pick up the trail as soon as someone hits your website and many of them will automatically track when visitors are coming
from social media sites. This means, that if you’re tracking
what people are doing on your website you can see how many visitors from
Facebook or Twitter are not just arriving on your website
but also submitting your contact form or buying items from your online store or downloading your monthly
PDF newsletter. Now, you’ll really be able to see how
your social media efforts are paying off. Lots of web analytics tools also let you
track not just where network visitors are coming from, but even the specific
posts or pieces of content that got them to visit your website. Each web analytic tool
does this differently. The end result is pretty cool. You’ll be able to look
at different reports and see things like which kinds
of content from which networks tend to get people to visit your website,
engage further with your pages and eventually convert
on your business goals. So, that covers how to measure the success
of your social media efforts. Using the data and tools available
from the social networks themselves using social media management
and monitoring tools and using web analytics to see what social visitors
are doing on your website. This will help you understand exactly
how and where your efforts are paying off. That way you can keep improving
your social media strategy.

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