When venturing into the world of social media, it can seem like you’re just sending out your thoughts and posts into the void. Sometimes you may feel like you don’t even have an audience or that you’re not gaining anything, despite all your hardest efforts.
In a survey, 84% of respondents admitted that they don’t measure their social media return on investments (ROI).
When you’re running a small business, time is too valuable to waste. Track whether your current social media strategy is working effectively and rather than continue onto a path that is leading to nowhere, use your social media metrics to figure out how to change up you strategy in a way that will work to your business’s advantage.
Before you even start to look at the metrics regarding your social media strategy, you should first define some clear goals.
What are the kinds of goals that you’re looking to accomplish? Are you looking to funnel more traffic to your website? Are you looking to increase your @ mentions on Twitter? Are you looking to get more followers on Facebook? Regardless of what you’re looking to accomplish, make sure you give yourself a starting point from which to measure upon.
Once you’ve defined your goals, you need to figure out the way in which you want to measure your results. Here are 3 different tools you can use to measure them:
1. Google Analytics
With Google Analytics, you’re able to setup this tool to track how each of your channels help to bring in traffic to your website. With Google Analytics, you’ll be able to track where these visitors come from, and how they engage with your website. This tool is important when gathering insight about your visitors. GA also allows for you to track which of your social media platforms are bringing in the most visitors.
HootSuite is a social media tracking and reporting tool. This free tool helps for you to manage all of your various social media accounts while offering access to different reports to see where exactly your social media campaign is succeeding or failing. This tool will aggregate all of your “likes” and “@ mentions” and new followers. HootSuite will integrate with your Facebook, Twitter, Linkedin, and Instagram.
Facebook Insights/Twitter Analytics:
Never underestimate the power of Facebook and Twitter’s native analytics tools. There directly integrated with your company’s page and they can give you some of the best insights you might not get anywhere else.
A.) Facebook Insights
Facebook Insights gives you the ability to track your users interaction, check on the active fans, and see your overall page performance. Some other insights that are available are the best days a week to post, the best times to post, and even which type of content is the most popular.
B.) Twitter Analytics
With Twitter Analytics, you’ll be able to research your top tweets. Figure out which tweets performed the best, which content was the most compelling to your followers, and which type of content was the most engagement. With Twitter Analytics, you’ll also get a good picture of some of the interests of your followers. Once your hit that “Lifestyle” tab, you’ll be taken into the world of your individual followers. From there, you can glean what they’re interested in and cater to that. Twitter Analytics will provide you with the tools to not only measure your social but also help to create better content.
No matter what tool you use, measuring your social media ROI is essential when measuring the marketing efforts of your business. With these free tools, you’ll have access to how your social campaigns are performing, and how to make them perform better.
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