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?
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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