Monday, May 7, 2012

Developing A Social Media Strategy Part 7 - Has It Helped? - Measuring Success

Analyzing the social media efforts of your business to determine if they have been successful is necessary within the company's overall marketing strategy. However, doing so is not easily accomplished. If you clearly stated what your goals and objectives are earlier, the decision of success or failure will be easier to decide.

Maybe raw statistics are important to your strategy, based on the number of page views you have had or followers you have attained over a given time frame. Possibly interaction is your yardstick of measurement, determined by how many of your page visitors are interacting with the content you have provided. Here are a few things to consider in your analysis:
  •  How many times has your company's voice been shared by visitors?
  •  How many people are talking about your content with others?
  •  How many visitors have directly engaged with your company?
  •  Have you ever been cited as an influence and if so, how many times?
  •  How popular is your page based on shear numbers of Likes, Followers, or Connections you have? 

If your goal for the integration of social media into the company's overall marketing strategy is to increase brand awareness then your success will only be measurable through the vision of the long view. Relatively short-term metrics will not provide answers in this case. Only you can decide whether that has been accomplished or not.

Your company's social media marketing campaigns will appear much more professional, achieve a higher level of influence, and attain greater success for the business when a strategy is planned and followed through.

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