Measuring Success In Social Media Programs
If you’re at a company that has decided to experiment in social media marketing, how do you measure the success of your outreach effort? Is it the number of Facebook fans your collected or the amount of Twitter followers you gained? Or rather, can you trace back sales to a specific event or campaign?
Aliza Sherman over at Web Worker Dailyexplores the measurement methods with regards to social marketing. She says that not only is it important to gauge how many eyeballs you attract, but also ask: what was the quality of the engagement. Did you gain an enthusiastic fan who will be a brand ambassador on an ongoing basis?
The author also encourages campaigns to cause “transformations”. That is, if someone expresses a bad opinion or impression and you effectively meet his or her needs, you’ve likely transformed them into a happy customer/client. This is a huge win for a company or brand.
How do you measure success in your outreach efforts?
Contrary to popular belief article promotion imposes skills that aren’t so easy to learn and profit from; such as a keen sense for pinpointing hot sources of qualified prospects.