You must have heard it being said in meetings and webinar introductions that there is a need to measure performances. That sounds very professional and business-like, not to mention goal-oriented and focused. But what to do you do when it comes to social media? You end up relying on the number of ‘friends’ and ‘followers’ that you have added during a period of time, like you used to do in 2009? Well, that doesn’t work anymore, not even for start-ups with little or no idea about social media marketing, let alone metrics.
To begin measuring your performance on social media networks, the first step you need to take is outline a goal or objective. What are you hoping to achieve through Facebook or Twitter? Adding random friends and followers cannot be a valid metric. The reason is simple: most of the people you add up are actually online marketers like you or simply spam profiles! You get nowhere by having those people on your social media profile. Instead, think in terms of ‘Share’s or ‘Like’s and also the number of online visits you get to your page. Track how many of them are coming to your website or clicking on the web links you have provided on your profile page.
The next metric to measure social media performance is to figure out if you are reaching out to your target consumer group. Conduct a profile check on people who are on your social media page. Do they fit the consumer group that you are targeting? If they fit in, you can engage them in fruitful social media chatter and get them to add more people like themselves to your network. That can happen only if the people you have on your page are actually interested in your product or service. That, in turn, depends on what kind of consumer groups you have added to your page! So, this circle of engagement is very essential.
There are tons of social media tools to help you measure these statistics. They are mostly free or charge a nominal sum. Get them onboard and look at this money-spinning platform of social media with fresh eyes. You have to unlearn many of the bad or obsolete habits you have carried as baggage so far! But it’s worth doing so than being swamped away by emerging trends!