These days marketers spend a significant amount of time and resources, consistently running social media campaigns that align with overarching goals and objectives. But, how well do brands measure and analyze the data around these social media campaigns? It’s helpful to track your efforts along the way, and discover which tactics are working and which areas didn’t really work as well as you thought they would, in order to evaluate and optimize programs.
Here are a few tips for marketers to follow to make sure they are successfully tracking the success for all of the social media campaigns they launch.
Measure Audience Demographics
Before creating any social media campaign, marketers should think to themselves, “Who is my target audience?” Each campaign that is produced should be altered to the interests of the specific target. For example, if your product is “granola bars” and your target is “busy moms”, your messaging should address how your product will save time. If your product is “button down shirts” and your target is “businessmen”, your social media campaign’s messaging should talk about how these shirts will help you impress others.
Then, after each campaign is finished, you should conduct a deep analysis of the demographics that reacted to it. Now, with Social Listening, you can breakdown by the demographics that your team is most interested in. Age, gender, interests, spoken languages, marital status and employment are just a few of the demographics that marketers can now pull with Social Listening.
If your campaign is successful, you are bound to have an increase in your following, reach and engagement. These metrics will show any significant growth in awareness about your brand.
After you analyze all of these numbers, pull together all of the possible data about the success of your social media marketing campaigns. You can then use this data to report and display your campaign impact.
Consistently measuring the same metrics week after week provides a clear picture of which areas your campaigns are succeeding, and which areas need work. While that is helpful, it is also very important to analyze this data and find valuable insights for optimizing your programs and connecting insights to other areas of the business.
- Are the demographics of your followers changing?
- Are the majority of your followers now in a different geolocation?
- Did you have an increase in engagement during a certain time period?
These are all helpful questions to ask yourself when you are looking at all of the different metrics around your social media campaigns. So, next time you run a social media marketing campaign, ask yourself “What are the most important metrics?” and “What business insights can I find that will help my organization as a whole?”
To learn more about benchmarking on a weekly, monthly, quarterly or yearly basis, follow our guide, Benchmarking Social Data: A “How-To” Guide.