How to Measure the Impact of Social Network Marketing? 4 Practical Advices
Like every other type of marketing, social media marketing also emphasizes on producing more return on investment or more likely to say return on influence or engagement. Organizations, which are involved in social media marketing, consider this as a part of their strategy.
If they don’t focus on it, then there are more chances of time wastage invested on social media marketing efforts.
It is important to understand that measuring the social media marketing impact is not that simple, and includes a lot of traditional metrics, which are as follows:
- Page views
- Time spent on site
- Unique number of visitors
Beside these above-mentioned traditional measuring tools, you can also consider modern impact measuring tools, which include number of retweets, blog comments, number of friends in your network, and many more. There are four practical advices that can be considered to measure the impact of social network marketing. These advices are as follows:
Measure Right Things Not Everything:
Always stay focused for the selection of metrics and select the one based on the type of social media network you will use for the marketing purpose. Will you consider the page views matter while observing Twitter followers? Indeed no, however, the number of page views will matter a lot if you are using blogs for social network marketing.
Define your marketing goals and then measure the impact accordingly. Your marketing goals can be any including generation of leads, driving sales, increasing brand awareness, etc. Once you define your goals, the impact of social media network marketing becomes easier to comprehend.
Measure Both Qualitative and Quantities Metrics:
Realizing the fact that social media networks engage people for communication, you can understand why measuring both quantitative and qualitative metrics is important.
Some of the quantitative metrics to be focused for calculating the social network marketing impact are as follows:
- Unique visits
- Organic search ranking
- Time spent on site
- Page views
- Keywords used
- Bounce rate
- Blog posts to their comments ratio
- Number of video shared
- Twitter retweets
- Reader review rating
- Number of RSS feed subscribers
- For how many times a blog post has been bookmarked
To measure qualitative metrics is quite tricky, as they are subjective and based on the marketer’s judgment. The most common qualitative metrics are awareness, engagement, and influence but how to measure them and on what basis vary from marketer to marketer.
Effective Measurements Dependence on Software Usage:
The effectiveness of measuring marketing impact depends on the software designed for this purpose. Two types of measuring tools are created by the developers, which are as follows:
In this measuring technique, you will focus what is being talked about you, where, and in which way. Many marketers call it ‘Listening the Posts’ for which they use tools like Tracker, Google Alerts, and many others like that.
This technique is for measuring social media marketing effects on site traffic and conversion. Clicky, Google Analytics, Mint, etc. are the tools that can be used for this purpose.
Monitor, Report, and Adjust:
Measuring the impact of social media network marketing is a continuous process to achieve the desired results. For this, you just have to monitor the impact and report it efficiently. Once it is reported, you can implement the techniques and tools again after making required adjustments for the best possible results.
Whatever the online business you are running, you always need to improve your social networking marketing strategies. The discussed ways are essential to measure and improve your strategy. Do you want to add any valuable advice? Write below in comments.