Social media has fast become a business staple. What was once a forum where people posted pictures of their pets has become the primary marketplace for a lot of companies online.
Figuring out if you’re making a positive return using these platforms isn’t always easy, though. There’s no guarantee that your Twitter marketing campaign is making you money.
The good news is that you can quickly determine whether you’re on the right track by measuring social media engagement. In other words: what actions are your audience taking because of your marketing? And how valuable is it to you?
Here are some of the techniques that you can use to measure social media engagement:
Track Clicks Per Post
All marketers worth their salt know that you have to create a lot of content to earn the interest of followers on social media. But figuring out what type of content to produce (and which posts offer the highest return), is a challenge. Spamming your account and hoping for the best isn’t a great strategy, and could leave you permanently out of pocket.
Many firms track clicks per post. The idea here is to look at which articles generate the most immediate interest and how often people share them. Collecting these data then provides information on how many people your social media effort is attracting, and what you can do to improve your message.
Audience Demographics And Targeting
Twitter, Facebook, Instagram, and LinkedIn allow you to track audience demographics. So let’s say that you have five hundred followers on your social media account. With the click of a button, you can view things like their average age, the distribution of the sexes, their income, and their country of origin.
Once you have that information, you can then use it to inform the content you create. Ideally, you want to appeal to all the people who watch your channel or share your material.
Audience Sentiment Tracking
Your posts might be getting a lot of hits, but for the wrong reasons. Some companies can experience a massive uptick in traffic, but only because they’ve said or done something controversial that damages their brand.
Therefore, you can use audience sentiment tracking to determine whether people experience your brand in a positive light. It tells the nature of their engagement – whether it is good or not.
Whether you can attribute sales to specific marketing interactions depends heavily on your setup. It is, however, usually possible to keep track of leads as they make their way to the final sale. You can sometimes see the specific piece of marketing that led them to buy. You can then calculate the return on that investment.
Keeping track of all these metrics can be a challenge, but there are now dozens of tools out there to help. Many of these plug into your existing accounts and then track customers in the background. You then observe the results on a dashboard and adjust your approach accordingly. It’s all surprisingly user-friendly.