10 ways to measure a social media campaign
March 10, 2009
Interesting article on econsultancy about how to successfully measure social media campaigns. Chris Lake who wrote the article takes an interesting approach in that he says:
Rather than focusing on the smaller, campaign-specific metrics, such as traffic from Twitter or the number of fans on Facebook, wouldn’t it be better to look at how it helps to shift the most important business KPIs, such as sales, profits, as well as customer retention and satisfaction rates? To do this effectively, you’ll need to give your social media strategy time. Like a good wine, it needs to breathe. In doing so you will be able to look at your overall business performance, as well as the performance of your social media campaigns over the duration.
I like this advice. It is too easy these days to throw up a Facebook campaign, churn through some money with no results and say that advertising on social networks does not work. Social marketing works best when brands engage with their audience. And to do that takes time!
The ten ways to measure the effects of social media campaign that Chris identified are:
* Search marketing
* Brand metrics
* Customer engagement
So many marketers get caught up on driving traffic that they forget the last couple of points.
More at 10 ways to measure a social media campaign — Social Media Optimization.