Planning a Measurement Strategy for Social Media Marketing
You need to strategize and include measurement to your Social Media Marketing Plan. The basic principle “You can’t manage what you don’t measure” applies doubly to the online universe.
Do you know whether Facebook or LinkedIn drives more traffic to your site? Whether more people buy after reading a blog post about pets than after reading a blog post about plants? If not, you’re simply guessing at how to expend your precious marketing dollars and time.
To make the most of your effort, return to the goals and objectives you established on your Social Media Marketing Goals statement. Ask yourself what you need to measure to determine your accomplishments. Would interim measurements help you decide whether a particular aspect of a social media campaign is working?
For instance, if one of your goals is to substitute social media marketing for paid advertising, compare performance between the two. If you initiated social media activities to improve a ranking on Search Engine Results Pages (SERP), you must measure your standing by keywords at different times. In either case, of course, you might want to track visitors to the site who arrive from either a social media referral or from natural search to see whether they continue to a purchase.
Fortunately, computers do one thing extremely well: count. Chances are good that if you have a question, you can find an answer.
Because computers count just about everything, you can quickly drown in so much data that you find it impossible to gather meaningful information, let alone make a decision. The last thing you need is a dozen reports that you don’t have time to read.
Unless you have a large site, monitoring statistics monthly or quarterly is usually sufficient. You may check more often when you first initiate a specific social media campaign or another online marketing activity, if you invest significant amounts of money or effort into a new campaign, or if you support your site by way of advertising.
On your Social Media Marketing Plan, add your choice of measurement parameters and analytical tools, as well as the names of the people who will be responsible for creating reports. Schedule the frequency of analytical review on your Social Media Activity Calendar.