Last week I was asked, “How do I know my efforts on
social media are working, or am I just spinning my
wheels?” Jim, an entrepreneur with a growing business, was
trying to determine the
ROI on his social media efforts and he was frustrated. He was
tracking his analytics on Facebook and Twitter but didn’t really
know what to look for or what it all meant to him. Jim and I had a
great conversation about the basics of tracking his efforts and
we’ve implemented a plan that works for him. Here is what I shared
with him.
Conversation rate
Many entrepreneurs and large brands are proud of the number of
followers they have on social media websites such as Twitter and
Facebook. Rightfully so, because most of us work very hard to build
our following. However, we need to provide a specific and tailored
measure that proves that we have gained success.
Social media, unlike television, will provide you with real-time
data that will let you know if your followers are interested in
your activities. Take a look at your statistics on each platform
you use. There are several different metrics you can measure and
this will depend highly on your goals for your social media
marketing.
Do you simply want to increase your reach and establish yourself
as an expert? Then your goals can be measured in the number of
replies or comments on each post.
Is your goal to get click-throughs to your website? Then you
need to look at the number of clicks you are getting on each…
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