You have worked hard and spent your days and nights pulling off your social media strategy, many a time redefining the strategy, developing post schedules, managing posts across multiple networks, but does your hard work really pay off? Maybe there is a need to optimize your work in real-time to make a notable impact on your consumers.
There are quite a few ways to measure the success of your social media campaign either paid or organic. However, the overall effect depends on your end goal. Whether your goal is to reach a higher audience and increase engagement or get more direct clicks on your brand’s site, its crucial to know what exactly you want to achieve and have suitable tracking mechanisms in place to analyze if your campaigns are showing the desired results.
It is important to measure your social media campaign success to know how well your strategies are working, how your brand has grown over time, and simply what works for you and what doesn’t.
A link click is recorded when a user clicks on the links appearing on your ads and posts that direct the user to your website. Link clicks are valuable as they tell you the level of engagement generated by your ads and posts on social platforms among your audience. Link clicks include:
- Clicks on images and CTA (Call-to-Action) buttons
- Clicks on the URL in the post’s caption
- Clicks on the links appearing in ads that direct users to websites and app stores
Reach vs Impressions
Reach and Impressions are common jargons in social media communities. It is important to know the meaning and difference between the two so you can focus on the more important one.
Reach– The number of unique users who saw your post. These users may or may not have engaged with your post directly or clicked anything on your post at all. For measuring the reach metric, each user is counted only once regardless of the number of times they have seen the post.
Impression– The number of times your post was seen by a particular user. For example, if a post is displayed twice from two different sources to a user then that would equate to two impressions.
If you want to display your content to a specific number of people, the ‘Reach’ metric should do the trick. However, if you want your campaign to appear multiple times on a user’s newsfeed, ‘Impressions’ would be the metric to check.
Organic, Paid and Viral Ads
When forming your social media campaigns, you should be well prepared to measure three types of reach namely organic, paid, and viral.
Organic reach – The number of users who saw your content on their feeds or on your account. These users are the ones who like and follow your account. Organic content is free content and has no money behind it.
Paid reach- The number of users who saw your paid content or ads. Through paid advertising, you can reach a target audience that doesn’t necessarily follow you and haven’t encountered your business yet. Paid reach is an effective way to increase brand visibility.
Viral Reach- Fans of your page who like, comment, or share your content on their stories. This can influence other people to view your content creating a viral reach and is also categorized as free advertising.
Tracking conversion rate on Paid Ads
If you plan to put money behind your content or ads, you would be eager to know the Return on Investment (ROI) and this is where conversion tracking comes in. Conversion tracking is a tool provided by Google Analytics that helps you measure specific interactions on your website like click tracking on CTA buttons through various sources. These links require a unique URL and allow you to track your overall cost per conversion. So,
ROI= Marketing dollars spent/Total number of conversions
Engagement is an umbrella term that comprises of likes, comments, shares, follows, reposts, tweets, retweets, ratings, etc. By measuring engagement with your social media posts, you get to know how consumers interact with your brand. Do they look forward to your exciting content every day? Are your posts encouraging conversations in the comments section? Does your audience actively interact? There are things that will allow you to see whether your content is liked enough by your followers to be shared with others or not.
Remember, creating valuable content that not only inspires people but also causes them to react to it is the key to successful social media marketing.
Was your campaign a Hit?
It’s time to analyze if your campaign has met your goals and have your efforts actually paid off? Give some time to your campaign to circulate around your audience’s news feed and timelines and keep an eye on your metrics and judge whether the results are showing as expected or is there still room for improvement. Go back and re-work on areas that are lacking behind and create more eye-catching content that gets your business more visibility and engagement.
If you want to launch a social media campaign or need help regarding digital marketing for your business, it would be a smart choice to seek assistance from a digital marketing company. We at Core2Press provide best-in-class digital marketing services. Contact our team at Core2Press to learn more about our valuable services and how we can help.