3 Ways to Measure the Success of A Social Media Strategy

Last week’s post, You’re Invited to a Social Media Party, compared creating a social media strategy to hosting a party. As a follow-up this week, we’ll talk about how to measure the success of your social strategy by again comparing it with a successful party.  It’s very important to determine if your strategy helped to reach your audience, share valuable information with them, and entertain them with engaging content.

  1. What does a successful social media campaign look like to you?

    What does a successful social media campaign look like to you?

    Our family’s celebration over the weekend was a huge success! Our families are so big that before we knew it, our kitchen was full of laughter and every inch of our deck was occupied. There were approximately 100 of our invited guests scattered inside and outside our home. At your virtual party, you invited many industry peers, partners or potential clients as your guests. Measure how many of your honored guests followed you in return, or “attended your social media party. “ Monitor the number of social shares, retweets and likes to measure how many guests came to the party through your social channels, and which social channel(s) brought the most guests. TIP:  If you haven’t already done so, remember to invite your email community by adding buttons on your email signature and your offline community with social channel graphics on print materials.

  2. The food served at our party was a big hit too with only a few morsels remaining as leftovers. The large variety of dishes to choose from allowed every guest to find their favorite and gobble up their plates. Yet there were still favorite dishes among all of the guests, mainly the fried chicken and mac-n-cheese, versus the baked beans which were only eaten by a few. Measure how much of your social party menu was taken in by monitoring traffic on your blog, retweets, likes, shares, comments and replies to your posts. Find which content was the most popular with your audience and which content, if any, was passed over like the baked beans. If your information menu was a huge success, you may have found it overwhelming to keep up with the level of engagement. Try one of the online management tools to assist in monitoring, replying, measuring and conversing with your community. Two of my favorites are talked about in, My Social Media BFFs.
  3. I typically refrain from traditional decorations preferring to use a little creativity with a multi-purpose approach instead. In addition to streamers, some of our decorations were cupcake tiers, white chocolate chip stuffed raspberries in martini glasses and a photo board to create a festive atmosphere. Surprisingly though, the most talked about “decoration” was our redecorated kitchen that was completed the day before the party. This is a great lesson for content marketers: As professionals, we may favor one piece of content, but our social media community may favor another. This is why it’s important to create content in many different formats to engage and entertain our audience. The kitchen was the starting point of many conversations (engagement) while also being aesthetically pleasing. Our guests not only shared their approval with me and my husband, but I overheard them discussing the subject with each other. This is the same as your social community sharing and discussing your company’s content via social channels. Use metrics to determine which format your audience prefers to consume their content, i.e., infographics, video, case study, etc. Another key take away is to create content for multiple purposes. Yes the raspberries looked very classy in the martini glasses, but they also served as a delicious appetizer. Even the kitchen, though it looked beautiful, obviously doubled as the hub for the meal preparation. This is the same as repurposing content in a social media strategy. For example, a case study highlights how you provided a solution for another company, but the statistics within the case study can also be repurposed as an infographic.

One thing is for sure, the more you invest in your social community relationships, the better you will understand which channels your audience hangs out in most, what content they enjoy most and in which format they consume it most.

Are you having fun with your social communties?

Are you having fun with your social communties?

Remember the goal of a social media strategy is to be social – so be creative, converse often, and have fun with your communities.

How successful was your social media party? Share your experiences with us in the comments section below.

8 Tips to Ensure Your Next Social Media Marketing Campaign Gets Results

Social Media Marketing

How Strong is your Social Media Marketing Foundation?

Is your social media campaign built on a firm foundation?

A strong foundation is the key to success for any program, and a social media marketing campaign is no exception. Prevent your next campaign from collapsing and get the best results by taking the time to prepare a solid building plan that includes the following tips:

  1. Establish one goal for the social campaign. Every campaign should have a measurable goal that your company strives to accomplish through the social media campaign such as increasing customer relationship management, building brand awareness, lead generation, etc. Attempting to achieve several goals in a single campaign will cause confusion. For best results, focus on one goal for each campaign. Click here to learn how to align your social media strategy with your company’s objectives.
  2. Get to know your brand’s audience. Find out which social networks your target market prefers to hang out and build a community on the same channel(s).  Next, listen to what your audience is talking about, find their pain points and determine how your company will provide solutions.
  3. Analyze your internal environment. If you haven’t already done so, now is the time to define your company’s culture. In addition, take a good look at the success or failure of past social campaigns efforts, align future campaigns with offline efforts, make sure your company website is up-to-date, and determine budget and staffing needs.
  4. Analyze your company’s external environment. Create a competitive analysis and determine industry benchmarks, market trends and whether outsourcing to an agency would make sense.
  5. Develop a keyword strategy. There are several online analytic tools to discover the keywords and phrases potential customers are using to find your website. This often overlooked step is very important because you will use these keywords on your social profiles and in content marketing materials.
  6. Tell the story of your brand. Everyone loves a great story! Stories that connect with your audience emotionally will find the greatest engagement. Great story starters can begin with your company’s vision or mission.
  7. Create your content. Craft a content marketing strategy and begin to build your library. Use a combination of blogs, graphics, videos, webinars, etc. to entertain, educate and inform your audience.
  8. Repurpose a single piece of content to cross promote on different channels. Click here for great ideas on how to integrate content marketing across all your social media sites.
Social Media Marketing

Go Forth and Socialize!

After taking the time to follow these steps, your social media marketing strategy will be sitting on a strong foundation.  Your brand is now prepared to go forth and socialize! Have fun with your social campaigns, experiment with what works best for your unique business. Assess the campaign and fill in any cracks that you might find along the way. You’re sure to experience positive results and a measurable return on investment of the goals set during the planning phase of the campaign.

How do you reinforce the foundation of your social campaigns? Share your thoughts in the “Comments” section below.