5 ways to Measure the Effectiveness of your Social Media
Across the board, social marketers and CMOs alike view social media as the marketing channel with the greatest ability to drive both of the major directives of any marketing team:
1. To be the steward of the BRAND
2. To allocate budget according to fan DEMAND
To be a steward of the brand: Creating brand awareness and protecting brand’s reputation – • To drive demand: Generating revenue opportunities and retention of current customers
• In order for social media to successfully fuel these two components, marketers need to understand how to measure success in each.
• On the revenue side, this means understanding conversions, attributing value to each post and link. This isn’t easy, but there’s an end-point. You’re connecting the dots between activity and purchase. On the brand side, it’s more nuanced than that, because there isn’t an end point. Over 2 billion people are active on social media, and not all of them know your brand.
No Comments