December 10, 2019 Last updated February 5th, 2020 1,541 Reads share

How to Measure Social Media Marketing Success: Explained

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Every marketing effort should be measured. The same applies to social media marketing. You don’t want to end up throwing your hard-earned buck into a black hole, hoping for the best.

Social media marketing is tricky. Almost half of the people on this planet are on social media. You have to be careful who you target and be able to see the results of your targeting.

Since social media marketing is this vast space of endless opportunities, you need to put your social media marketing inside clearly defined boundaries.

We will let you learn how to set up these boundaries. Among many other things, you will also learn how to use handy tools to create an online quiz to measure the success of your social media marketing.

Let’s get going.

Setting The Goals Early On Is a Must

setting the goal

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What are you going to measure? Likes? Reach? The number of comments, shares? You don’t know this unless you have established clear goals for your social media marketing campaign. What could be the goals of such a campaign?

Let’s see:

  • Connect with potential customers
  • Boost brand awareness
  • Drive traffic to your blog, website, or eCommerce site
  • Generate leads
  • Improve conversion rates for your landing pages
  • Boost brand engagement
  • Build a community around your brand
  • Improve social customer service

See? There are plenty of goals to set. Every business is unique, and you are probably going to go with the goals that reflect your business objectives and plans for your business growth, expansion, and development.

Identify The Key Indicators To Track For Each Goal

track goal

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Knowing what’s relevant to track for each of the above-listed goals is equally important as setting a clear goal.

The success of a strategy bound to help you connect with potential customers is reflected in the number of customer likes, shares, mentions, retweets, posts on your page. The number of new followers and subscribers the campaign generates is also relevant.

If you want to boost brand awareness, you should be looking at the number of link clicks per post, likes, how many people your posts reach, and cross-reference these numbers with your website analytics.

Make sure to filter the traffic by social media referrals. You can repeat this process if your social media marketing campaign goal is to drive traffic to your website.

To see how many sales and leads your campaign brought you, you need to calculate how many new leads you got through the social media platform.

On the other hand, if your goal was to boost conversion rates, Google Analytics is your go-to tool. Click on Acquisition and choose Social > Conversions.

Did your campaign benefit your brand engagement? Take a look at the amount and frequency of shares, retweets, mentions, comments, and the total number of replies and mentions.

Building a brand community on social media platforms can be tracked via the number of brand hashtags used, photos tagged, posts, and stories your brand was tagged in, comments, and likes.

Social media marketing can help you kickstart your social customer service. To measure its effectiveness, make sure to track the number of customer questions, average response times, and customer satisfaction rates.

Now let’s see how to measure all of the metrics we just went through.

Two Ways To Keep Tabs on Social Media Marketing Metrics

There are two ways to measure the success of your social media marketing success.

You can schedule ongoing monitoring to track all relevant metrics and fine-tune your campaign if you do not see satisfying results. This method is named ongoing analytics.

You can also compare metrics before and after the campaign to assess how close you were to your goals. This one is called campaign-focused metrics.

Combining these two is the most efficient way to assess your efforts, learn from mistakes, and become better at social media marketing.

Use Lead Quizzes

Lead quizzes can easily be incorporated into a social media marketing campaign. Online tools that allow you to create an online quiz seamlessly have built-in analytic tools to tell you how many people opened it and completed it. Also, you can see the quiz results in a few simple clicks.

Gate the quiz with lead capture in mind, and you have a perfect lead generation tool. For instance, to participate in the quiz, people need to enter an email. Or, even better, you can ask them to leave the email so you can send them the quiz results.

Google Analytics is a Free Yet Powerful Tool

As we mentioned earlier, Google Analytics can be used to track conversion rates that are direct results of your social media marketing campaign. When you choose Social > Conversions in the Google Analytics dashboard, make sure to check the timeframe that corresponds with your social media marketing campaign.

Furthermore, Google Analytics can help you see all the referral traffic that originates from your social media posts. This is a great way to measure the success of your social media marketing campaign if your goal was to drive traffic to your website, blog, or eCommerce site, or if you want to increase your brand awareness.

Use Social Media Analytics Tools

Every social media platform has built-in tools that can help you monitor the metrics of your campaigns. Some find these tools too clunky and lacking custom options. Facebook improved its Facebook Insights platform over the years, and you should give it a go.

If you think that these tools are not enough, you can always go with software tools developed specifically for social media marketing. Most of the following ones have free versions, and combining several of them will allow you to track just about anything you want:

  • Hootsuite
  • Buffer
  • Google Alerts
  • Social Mention
  • Klout
  • Twitter Analytics

Once you have established clear goals for your social media marketing campaign, it is easy to pinpoint the metrics to track its success. As you can see, using lead quizzes with built-in analytics features, Google Analytics, and tools specialized in tracking relevant metrics on social media, you can easily stay on top of your campaign performance.



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Angela White

Angela White

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