Marketing campaigns require proper metric analysis to determine if they’re a success or failure. But a lot of smaller campaigns, often started by small websites or business owners, don’t gather the metrics they need to determine if their campaign is a success or a failure.
Every post is an opportunity for growth, or the post can be a missed opportunity.
If you’re running a social media campaign, you’ll want to track the following information:
1. Track Follower Growth
Posts are made and shared daily, but a lot of social media posts don’t help add followers to an account. You need to consistently grow your following, and track this following. By tracking your following, you’ll be able to determine what types of posts and content are a success.
Facebook offers their insights tab, which will help you do this easily.
Twitter also offers their own analytics platform to follow user growth. When you’re consistently adding followers, your social media presence is doing what it should be: growing.
2. Use Analytics to Understand Success
Analytics can and should be used to determine success. Twitter, for example, offers great insights into your campaign right on their portal. But when you use a social media management tool, you’ll find even greater success.
Hootsuite is a leading option, and the analytics that they provide can be invaluable for campaign success.
As an example, the Law Office of Matthew L. Sharp uses the platform’s URL shortener to be able to track:
- Response time
Quantifiable metrics allow companies to adjust their posts based on what works and what doesn’t work.
Followers can always engage with your post in some way, and this can be a good way to understand what “ticks” with your audience. When looking through your posts, find the ones that are:
- Commented on most
- Shared most
- Liked most
Facebook’s Insights will provide you with this key data, but it’s also nice to sit down and look through your posts. Make note of what types of posts seem to work well with your audience. These posts can be anything from images to videos and perhaps educational posts.
If your posts have consistently increased engagement, you’ll be able to better tweak your posts more towards what your audience responds to in the future.
4. Track Referrals Through Social Media
If your goal for your campaign is to drive traffic to your website, it’s important to track referrals. Hootsuite will do this, but you can also use any website analytics platform, including Google Analytics.
Enter your analytic dashboard, and find social media acquisition.
You’ll then be able to tell if anyone is clicking on your account’s profile link to your website or on any of your posts.
If you’re not seeing any referrals, you may want to change up your strategy. Perhaps you’ll want to include call-to-actions in your text, and this will allow you to nudge your followers to a certain action, such as clicking a link to receive a discount on your latest product.