Measure And Analyze Your Social Media Campaign Success With This Method
Social media has become a key component of marketing for global brands, connecting with their audience in new and exciting ways. However, measuring the effectiveness of social media campaigns can be challenging. Marketers must look at more than just ‘likes,' shares, and retweets; they need to identify the actual business value of each social media campaign.
Here's a guide on how to measure and analyze social media campaigns' success:
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Try A/B Testing Your Content
Use an A/B testing tool like Clicktale or Optimizely to test any change made to your content. You can use this data for reports and analysis. If the changes don't work out, you can always revert to your original social media content.
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Use An Analytics Tool
You can use an analytics tool to measure your campaign's success. You'll need to have a goal or conversion that you're tracking before you start your analysis. Common goals include newsletter subscriptions, page views, video plays, conversions on other websites, etc. For example, if you want to measure the number of newsletter subscriptions you collect from your social media campaign, make sure you set up a goal for it and track the conversions.
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Measure The Reach Of Your Content
Measure the reach of your social media campaign by looking at how many people have seen it. You can do this with a simple search on your analytics tool; you'll get information like where they came from, how long they stayed, and if they came back to visit again.
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Study Social Media Engagements
Social engagements can range from likes and shares to retweets and replies. You must find out which arrangements appear most frequently with your audience and what kind of posts they engage with the most.
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Look At Your Facebook Insights
Facebook's insights can provide marketing teams with a wealth of data that can be used for analysis and reporting. You must set up goals that you want to track in your optimization efforts. For example, if you're looking to optimize your website's conversions, you might consider setting up a conversion event on Facebook. Once you set up the goal, you should always see data on your website's conversions appear in your ‘All Website Conversions' dashboard.
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Track Social Engagements And Sales
Social media engagement isn't all about likes and shares; it can also include other things like video plays or email signups. Try to track and monitor these engagements and conversions. To increase your social media engagement, try including calls-to-action in your updates and track the results.
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Monitor Your Sales Funnel With Analytics Tools Like Google Analytics
Google Analytics can help marketers see how many leads they collect from their social media efforts. For example, you can set up your ‘Leads' goal and monitor the number of leads from social media. You'll also need to have a form or landing page where visitors can enter their details to become lead conversions.
Key Takeaway
Marketers must find out which social media platforms their audience is most active on, track engagements, monitor the sales funnel, and measure conversions. By using these steps, marketers can better understand how to optimize their social media campaigns.
