Measuring the results of social media campaigns

Once you have decided to tap the potential of social media in order to promote your product or service, it is very important to go ahead and measure the effectiveness of your social media campaign. Generally there are two ways to measure the social media; ongoing analytics and campaign-focused metrics. Ongoing analytic measure the results generally. It can be used to check generally how everything is going. In contrast, campaign-focused metrics are used to measure the effectiveness of one targeted initiative. These vary from one campaign to another and highly depend on the goals set by you for that particular campaign. Despite some variations according to each campaign, here are some general steps that can be used to measure the results of social media initiatives:

• Determine your goals: Every social media campaign should have some goals set in the beginning that determine what the campaign is meant to achieve.  Generate a list of al the goals. Once you are done with this, next step is to determine how do you want your audience to respond; read, comment, click, share or engage?
• Establish metrics to measure goals: To measure the goals set in the previous step, you need to establish some metrics. For example how do u determine customer engagement? Is it re-posts?  Replies? Comments or clicks? Establish metrics for every goal.
• Measure: Find out tools that can actually measure the metrics established by you. In most cases, social media channels themselves provide some form of analytics that help you to measure.
• Monitor and report: The results and findings should be used as a baseline for future measurements. Report the findings to key stakeholders. Make sure that you keep a regular check on your metrics. Do not forget to add benchmarks and goals in your reports to make it easy to understand for your stakeholders.

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