Doing it right begins with your end goals
I get questions all the time about measuring social media and how a business can tell if they’re actually getting something from their efforts. Well, the answer is easy. And complicated.
Start with your goals. Is it sales? Connecting with your consumer? Being a resource? Clearly identifying your goals will help you measure the effectiveness of your efforts on social media. Begin with the end in mind and let that end goal be your compass for every move you make on social media.
Talk to your customers
Opening the doors and turning on the open sign doesn’t ensure a stampede. Communicate with your consumers. Let them know about your product or services, what you’re doing and how to find you online and off.
Regardless of your business, being online today is a must. While word of mouth is one of the best forms of advertising known, social media offers the same solution on a digital platform. It’s the new word of mouth. Have you ever used a review to find a restaurant, where to take the kids for fun or a new piece of bedroom furniture? Consumer reviews are a major part of the buying decision today – and that’s not going to change.
Measure your reach
Just like in high school, whether we want to admit it or not, your reputation counted for something. In social media, we call it Klout and it measures your influence on those around you. Having it (or not having it) makes you relevant (or irrelevant).
Whether you agree with Klout scores or not, there’s no denying they help businesses indentify influencers. Businesses want to be and stay relevant – and they need a community of influncers to help. They seek out loyal followers and people who “won’t shop anywhere else!” Klout shows you just how many of them you’re reaching and what’s working for you on a variety of social media channels: Facebook, YouTube, Twitter, Instagram and many more. It’s like a daily grading of your efforts, which allows you to course correct quickly when you see a problem.
Measure website traffic
“You can’t get by on a pretty face,” my Dad used to say. Same goes for your website. You spent money creating one, so make it work for you. Gathering analytics from your site can help you track how customers get to your site and what they do when they’re there. Google Analytics measures social signals, giving you a clear indication of how well you’re doing it in the social playground. Information is easy to read and can help you plan future marketing strategies.
Think beyond Facebook & Twitter
While Facebook and Twitter are at the forefront of social media marketing, there are many other tools businesses can use to get their message seen and heard. The best news is that they’re all available to you – at no charge.
Who is your target audience? How do you plan to get your message to them?
Social media works because it’s fun – that goes for the business end as well. If you’re not having fun, your customers won’t either, so keep having fun. And keep learning. Nothing is more frustrating to me then to have someone say, “You can’t teach an old dog new tricks.”
The market is changing and so should your marketing styles.