Social media lets you reach a large audience base. Brand managers concentrate on the way their content is presented to the target audience. Additionally, they also put in a lot of effort into framing accurate social media marketing strategies. But when it comes to measuring these campaigns, a lot of clarity is still needed.
The measurement of social media activities is not just about knowing how well your post is performing. It is also about understanding what needs to improve in your plan and where your brand needs a push.
Simply going through the numbers and comparing them on a weekly and monthly basis will get you nowhere if you don’t get a sense of those figures. The digital culture is dynamic and to simply focus on the growth of followers and the number of likes is not enough.
No matter how perfect your social media strategies are it is important to know which one of your plans is getting you the desired results.
Campaign-specific metrics should be your focus when measuring social media marketing strategies. Every campaign goal is different and it needs to be analysed separately with specific metrics in mind. Only with the help of campaign-based analysis, you will be able to understand what is working for your brand on that particular platform.
In this blog, we will tell you all about measuring your brand’s social media marketing campaigns. Let’s begin with the process of measuring metrics.
Step-by-Step Guide To Measure Social Media Marketing Campaign
1. Identify your social media marketing goals
No matter what the size of your company is, you always have a specific goal underlying your social media marketing efforts. It could be, anything, ranging from driving traffic to your website to bringing new customers on board, getting customers to interact for feedback and so on. It is very essential for you to identify your goal.
With a goal in sight, you will be able to decide the metrics you want to track. Make sure you know what your campaign is supposed to give you in return because that will decide which metrics you will track.
2. Keep in mind the social media platforms you implemented the strategies on
The metrics will differ based on the social media platforms you are measuring. Instead of just looking at the usual metrics of comments, likes, and shares one must understand the metrics platform-wise.
Make sure you take into account the platforms your campaign is active on before measuring metrics. Just because your strategy worked on one platform that does not mean it worked on all other platforms too. Understand your audience behaviour on a particular platform, keep in mind your campaign goals, and then start with the result analysis.
3. Start measuring the metrics
Now that you know which metrics to track you can start measuring each one of those. Social media platforms have their native analytics tools but they just give you basic insights. To dissect the performance of your social media marketing strategy granularly, it is best to rely on a dedicated social media analytics tool.
4. Compare your metrics report with your previous campaigns
Sure knowing the performance of your present campaign is necessary but you will get the real picture only if you compare it with your previous campaigns. Once you measure the metrics make sure to compare them with your earlier posts to see which strategy worked better. This will also help you understand what you need to work on.
5. Know how your competitors are faring in their social media marketing strategies
Measuring social media marketing strategies can be more beneficial if you compare your results with the competitors. With this analysis, you can create better strategies in the future. Moreover, it also lets you see how the other brands are making the most out of their social media plans. Brand managers can opt for a competition tracking tool for this comparison.
The above-mentioned steps will give you a systematic analysis of how your brand is performing on different social media platforms. But brand managers are often stuck with what to measure.
Metrics To Measure Social Media Marketing Campaigns
1. Track engagement rate for your campaign
Every social media platform has its metrics for measuring engagement. Engagement rate will tell you how the audience is responding to your content. To measure the engagement rate of your campaign posts you need to track the following metrics as per the social media platform-
2. Metrics to track for brand awareness
When your social media marketing goal is to increase brand awareness it is all about making your post visible in front of as many users as possible. Track the following metrics for brand awareness-
- Follower growth
3. Metrics to track for web traffic
Brands often implement social media marketing campaigns to increase web traffic. This is essential for brands that are posting regular blogs or want their audience to see the new collection of their products and services on their website. The metric you need to track for web traffic is the number of link clicks. Compare the link clicks with the post views and you shall understand how many people genuinely went ahead and clicked!
4. Metrics to track for discovering a new target audience
For some brands increasing their audience base is the motto. In order to measure the audience growth, it is necessary to keep a track of audience demographics when the social media marketing strategy is implemented. Moreover, it is also important to see when your audience is active on the platform.
5. Metrics to understand audience sentiment for your campaign
Brand perception can also be altered with the help of social media marketing strategies. To gauge the audience sentiment one should analyse the comments thoroughly. This will help you know whether the audience is positive or negative about your brand content.
Well, that’s not all once you have all the data you need it is time to reassess the social media marketing campaign.
Reassess Your Social Media Marketing Campaign Based On ROI
After measuring the metrics it is easier to reframe the social media marketing strategies because of the facts and figures. These insights clearly indicate what’s not working and what’s doing well for your brand.
If, for instance, your ROI analysis gives you very little to no response to your social media efforts, it would only make sense to revamp your social media marketing strategy.
Here, reports and insights generated from social media analytics would come in handy. Your goals of social media marketing and analytics tools will help direct you what to do next.
Use social media analytics tools to identify which segment of your audience needs to be tapped, which kind of content resonates best with the audience, how to get more followers on board etc. Based on these things, you can carve out a fresh social media marketing plan.
UNBOX SOCIAL- SOCIAL MEDIA ANALYTICS TOOL
Social media analytics tool Unbox Social is highly equipped to give you in-depth insights on how your social media marketing strategy has fared. Let’s take a look at how you can use Unbox Social to measure your strategies.
1. Deep insights across social media platforms
With brands focusing on multiple platforms for their social media marketing strategies, it is necessary to analyse all the platforms in detail. Unbox Social allows you to measure your social media performance on several platforms namely Instagram, Facebook, Twitter, and YouTube. Know how your brand strategy is working on the stated platforms and curate content that takes you near to your campaign goals and objectives.
2. Get data insights on audience sentiment for your brand posts
Brands can never succeed on social media platforms if they do not understand their audience. The Unbox Social tool gives you a detailed analysis of audience sentiment which will help you understand how the audience is perceiving your brand. Moreover, the sentiment analysis reports also give you details on emoji analysis. With the help of this information, you can also see how to channelise your upcoming social media marketing strategies.
3. Get post and stories insights for your brand campaigns
With the help of this tool, you can check the performance of your posts and stories at a glance. Knowing these figures will tell you what kind of content is your audience base responding to the most. Further, it will give you an idea as to what kind of content should be included in your upcoming marketing plans.
Well, apart from the stated features, the tool gives timely detailed reports for your brand’s social media analysis.
Social media marketing strategies need to be monitored closely because these platforms are dynamic and audience behaviour is always changing. Moreover, changing trends also impact the way strategies perform. Make sure your content is up to the mark and in sync with the audience’s taste.
Here are a few more blogs to help you with social media marketing. Take a look!
- Social media campaign mistakes to avoid in 2020
- Tips to improve your brand’s Instagram marketing strategy
- Guide to create a successful Facebook marketing strategy