Over the last twelve to twenty-four months, social media marketing in all forms from social networks through to blogging and content marketing has been pushed as the best way for businesses to reach their target audience with little to no financial cost.

As the power of social media marketing became apparent to more businesses, owners throughout the UK held discussions with their marketing team to find the best platform for their message. Whilst this invariably varies from business to business, what remains the same (and will continue to do so) is the importance of regularly monitoring the campaign and measuring the impact it is having.

By measuring the impact of your online professional marketing campaign, as a business you’re able to tailor the message to ensure they reach as much of your audience as possible, whilst also enlisting the help of influential members of your target audience to spread your message – thus improving your ROI.

Despite the measuring the impact of a social media campaign and tailoring it accordingly being important for progression, advertising and customer interaction, as many as 30% businesses who were recently surveyed by Pardot have admitted to not tracking the impact their campaign is having.

One of the main reasons for businesses admitting to not measuring the impact of their social media campaign, is cost Yet, measuring the impact your social media marketing campaign is having on its target audience doesn’t have to be a financial drain on your website, especially with many social media networks having functions which enable you to gain a basic understanding of how your audience are receiving your message.

Yet, measuring the impact your social media marketing campaign is having on its target audience doesn’t have to be a financial drain on your website, especially with many social media networks having functions which enable you to gain a basic understanding of how your audience are receiving your message.

Facebook:

One of the longest running social media networks, which remains popular today for both businesses and individual users alike; and when running a social media marketing campaign via Facebook, there are a number of ways in which you can gain an understanding of the impact you’re having.

The first way to see how much of an impact your campaign is having, is by how many “Likes” your page has, along with how many “Likes” your status’ are getting. If these are high, then you know your audience like the messages you’re putting out / appreciate the advice, guidance, tips and messages you’re sharing.

A second way for businesses and organisations to view the impact their message is having on their audience, as shown by the image below, is the number of people reached and whether anyone is talking about the subject.

A final way, for now, in which Facebook allows users to track the impact of their social media marketing campaign, is via the insights tab, which provides a variety of information including your weekly total reach, number of likes, posts and how many people are talking about the subject; all in handy graphs – such as the following – which businesses can alter to compare particular dates or months.

Twitter:

Whilst Twitter doesn’t have a built-in “Insights” application in the same way that Facebook does, businesses can still gauge and understanding of how well their marketing campaign is performing.

Within the @[username] tab, you’ll be provided with a breakdown of how @mentions you’ve received, retweets and how many new followers you’ve also received.

Whilst it may be a simple way of seeing how your campaign is reaching your audience, it can also be an effective starting place – after all, if you’re getting the @mentions, retweets and followers, you know that you’re message is reaching those you’re targeting.

LinkedIn:

LinkedIn offers both the simplicity of Twitter in that it tells you how many people have viewed your profile in “X” amount of days, how many times you’ve appeared in search results in “X” amount of days; and also how many connections you have and how many new people are in your network since a set date.

Whilst also offering you the more detailed results of how many impressions your updates have received and the engagement they’ve received, in the same way that Facebook does.

Also like Facebook, LinkedIn offers an “analytics” tool, which compares page views and unique visits of your business with those in a similar industry; along with a graph of the followers your company has received; giving you a clear idea as to how your message is being perceived on this particular platform.

Along with utilising the free tools each social network site offers to measure the impact of your campaign, there are alternative tools available via the internet, such as PeerIndex, Klout and TweetReach, as mentioned in our previous post Twitter Tools To Help You Build Your Presence which can help you measure your social media impact and improve it.

Impact Measure, Now What?
With your impact measured you can begin tailoring your social media marketing campaign, to ensure that you get the best ROI possible whilst still engaging your audience.

Whilst tailoring your campaign, it’s important that you:
• Have a clear goal / target
• Compare your progress with that of similar companies
• Keep a regular eye on your social media analytics (as highlighted above)

As 2011 draws to a close, why not ensure that your social media marketing campaign hits the ground running in 2012 by evaluating how well it has performed this year, measuring the impact and making necessary changes?

For more information on how you can improve your social media marketing campaign, please contact JE Consulting.

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Categories: Blog