By Shiv Singh, Stephanie Diamond

Part of Social Media Marketing For Dummies Cheat Sheet

As part of your social media marketing (SMM) campaign, you need to establish related metrics and measure your results to find out whether the campaign is a success. Keep these tips in mind:

  • Start with the SMM score (your brand’s health compared to all your direct competitors in the social web) as a single, strategic, brand health measurement.

  • Match your program to the platform and to the metrics available. Different social platforms allow you to measure metrics in different ways. Don’t take it for granted that high numbers indicate success.

  • Tie all your SMM metrics to a broader digital strategy and business metrics. Without a strategy, you could be defeating your own campaign without realizing it.

  • Always prioritize metrics with regard to sociographics and social action-related metrics over traffic demographics.

  • Don’t ignore SMM metrics from your corporate website. Your website is also a platform for social influence and should be measured and tracked in a similar fashion. Remember that a newcomer to your products may go to your website first.

  • Use the APIs (application programming interfaces) from the social media platforms to develop your own integrated metrics dashboard.