How do you measure your social media? This is an interesting query because in my book social media has several purposes.
- Build a community, tribe, group – so numbers, attrition, new members is an important measurement
- Likability - engagement, shares, comments, forwards is a measure
- Take action - attend events, buy services or products, contact
These are my key actions, so what then should I be measuring.
With my clients I always start with a benchmark. Where are we today? This way over 12 months you can see how you have achieved each of these key purposes.
Step1. Start with a benchmark. The simple start might be how many people subscribe, like, follow, join your social media profiles. You can have two measures here, your company profile or your personal profile. I started with company.
Step 2. You can use something like Sproutsocial,Hootsuite, Tweetdeck, or Nimble to assess the level of engagement with your brand (personal or company). This gives you an indication of whether they are engaged with you and to what extent their engagement is active.
Step 3. Work out the conversion. Conversion could be how many connections lead to work, potential partners, media coverage, business suppliers. Whatever your measurement list is.
Today as marketers we need to be not only people who understand our customers and the value of the products and services we offer but measure our marketing effectiveness.