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It’s always difficult when you start out to get a handle on how to measure your social media efforts.
When you are posting to your wall, and not seeing a response, why are you not seeing a response? Which posts were the most popular and why? What should I be doing less of? What time is the optimum time to post?
All those questions, and the worst thing is that a simple Google search brings up a multitude of answers.
The way a greengrocer sells a cabbage is different to how Nike sells it’s new football boots, but the actual measurement metrics that you use can be the same. And therein lies the rub.
You’ve defined your online and offline strategy, but how do you manage that strategy digitally? How do you know that you are being successful?
The answer to these questions and more reside within your business. It’s the seeds you sell. It’s the cars you build. You want to sell more of those? Then you need to talk to people about them. And that’s where social comes in.
But how can you measure the success of those conversations? Pick a target - any target.
You want more people in your shop? Measure footfall over a two week period.
You want more people to buy tickets to your latest show? Be a pal and make it easy for them to find it, and then track the conversions (amount of people who bought a ticket) in Google Analytics. People aren’t converting? Either your product needs to be improved, or the way you are positioning it does.
How many people are talking about you on social platforms? With Twitter that’s pretty easy to measure - a lot of the information shared on there is public, and you can measure a great deal of it with tools such as Hootsuite, Tweetdeck, Topsy and Sprout Social.
Track mentions of your product, and track mentions of products related to yours. Anybody in your area fancy a bagel? Well, why don’t they come and have a try of one of yours! Find them, because they are talking about you. And you can be granular.
With Facebook, it’s a little trickier. Whilst a lot of information is available publicly, the way that it is measured is down to the privacy settings of the users, and the quality of the insight-scraping is scrappy at best.
In the coming weeks I'm going to share with you the social measurement and management tools that I use on a regular basis, and give each a fair, unvarnished review. I hope it'll help.
I'll be back with a handy review of Sprout Social next Tuesday - hope you can join me!
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