How you would measure engagement in a social media marketing campaign?
Opinions expressed by Entrepreneur contributors are their own. Show Editor's note: A version of this article previously appeared at KISSmetrics.com. If you're using social media for your business, you should be measuring it. But don't measure just for the sake of having metrics. Instead, measure your social activities so that you can learn what's successful, what isn't and how you can improve. Social media is generally measured in two ways: ongoing analytics and campaign-focused metrics. Ongoing analytics, which track activity over time, are necessary for keeping up with the overall pulse of general conversation about your brand and company. Once your brand tracking is set up, you can just let it run and check in regularly to see how everything is going. Campaign-focused metrics, on the other hand, can help you understand the impact of targeted marketing initiatives and will vary from campaign to campaign, depending on your goals for each. An effective social media measurement program will likely include both ongoing and campaign-specific measurement. Here are five easy steps to get started tracking your own social media campaigns: Related: 10 Little Known Social Media Tools You Should Be Using -- Now 1. Determine your goals. Social media can serve a variety of purposes, from broadcasting news and information, to answering customer questions and engaging with a community. Generate a list of what you're trying to achieve from your social media efforts. Next, think about what you want your audience to do with your content on the social channels you're using. Are you trying to get them to read, share, reply, click, purchase or engage? 2. Create metrics to measure your goals.
Related: How to Find the Right Person to Manage Social Media (Video) 3. Measure. After you've listed the metrics you want to focus on, find tools that capture these metrics. In some cases, social media channels themselves provide some form of analytics. In other cases you might need to use third party tools or build your own using APIs. If you're not sure which tools to use for which channels, ask around or do a quick online search and you'll find numerous options. SocDir can be a useful source with a list of more than 300 social media metrics tools. Many social analytics tools work in real-time, so if you can plan ahead and set up tracking before your campaign begins, it can be easier to access the data you need later. On Twitter, for example, accessing tweets that are more than a few days old can be difficult and far less reliable than collecting and archiving them in real time. When possible, set up your measurement tools before your campaign begins. 4. Monitor and report.
This can also be a good time to consider your schedule for regular reporting. Depending on your schedule, monthly or quarterly reporting may work best, but weekly reporting may work well for others. No matter the schedule, make sure you're checking in regularly on your metrics. In your reports, be sure to include benchmarks or other contextual information so that your stakeholders can quickly understand what all the figures mean. Also consider including visualizations of your data to help communicate your results quickly and clearly. Related: How to Use Social Media for Research and Development 5. Adjust and repeat. Figure out what you can improve, make changes, and then measure some more. Check back in with the goals you set initially and make sure your new metrics help you address those goals. If you're participating in social media, you should understand how your content is helping you to
achieve your company's goals. Reliable and consistent analytics can help you track your progress and improve when necessary. How do you measure social media engagement?Engagement rate is a metric used to assess the average number of interactions your social media content receives per follower. Engagement rate is calculated as the total number of interactions your content receives divided by your total number of followers, multiplied by 100%.
How do you measure the effectiveness of a social media campaign?How to measure your social media campaigns - 5 essential steps. Set your social media goals.. Choose the right social media measurement tools for you.. Determine what KPI's you'll measure. Follower's growth. Engagement metrics. Reach. ... . Benchmarking: check how your campaigns stack up.. Create social media performance reports.. How are engagement campaigns measured?6 Engagement Marketing Metrics & How to Improve Them. Content Reach. You put in the grind and work hours to create a superb piece of content. ... . Time on Page vs. Scroll Depth. ... . Social Comments & Conversation Rate. ... . Brand Name Search. ... . Email Marketing Engagement. ... . Net Promoter Score.. |