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Thursday 25 June 2015

How to Evaluate Social Media for Brand Awareness?

Newer social networking sites are popping up each day. Some get massively popular among the audience while others don’t get much of a warm response. But as far as branding and companies online presence is concerned, customer engagement and interaction on some of the most popular ones is a must, especially those where the target audience frequents.

If you have added your business accounts on all the major social media profiles – Facebook, LinkedIn, Twitter, Google +, etc. with right content but unaware about the success or failure of social media efforts and its impact on your brand, then you are only half-way through of your social media marketing.


Now have a look at how to evaluate social media to determine if it’s effective to promote your business online and able to drive sales and leads?

Social Media Evaluation


1. Google Analytics
Google offers extensive analytics tool to track daily user activities on your official social media business profiles like – number of daily visits, demographics of users, duration of their stay, content piece which is most and least popular among your targeted audience and, most importantly, your conversion rate with the addition of each content piece.

Once you know these things, to analyze and evaluate social media efforts gets easier.

2. Count the number of fans and followers
How many people have you attracted with your content on your social media profiles? This parameter is also essential for measuring brand awareness through social media exposure.  Here are some examples if you have a question how.

·         Twitter: Look at the number of followers of your brand and then compare monthly growth rate of this metric to determine your growth.
·         Facebook: Determine total number of fans of your Facebook page. To know monthly Facebook reach of your brand you can use Facebook Insight.

3. Determine visitor: a potential customer or an influencer?
While evaluating effectiveness of social networking accounts for business, it’s important to investigate what number of people are re-tweeting your content or what number of likes and shares you are getting on Facebook.

Along with this also enquire how users are influencing their networks with your content and products.

The influencer and word-of –mouth marketing will give you better marketing opportunities and will boost your social media marketing strategy and efforts.

Once you evaluate social media channels for their outreach, engagement and influence of your brand on your customers, it will become easier for you to define the impact of your social media presence, which could also be utilized as a model for participating on some more social media networks for business. 


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