How to Measure Your Social Media Influence

By now, you have probably realized the importance of social media in terms of marketing your business. Social media websites provide compani...

By now, you have probably realized the importance of social media in terms of marketing your business. Social media websites provide companies with the opportunity to reach a large number of consumers in a very short amount of time.

However, it takes time and practice to effectively run a social media marketing campaign. Knowing which metrics to look at will help you accurately determine whether or not your social media marketing efforts are being put to good use.

These are my tips based on experience while I was in charge for social media marketing campaign for one of my clients, Vandko Candles from NYC. 

Set up an Analytics Account

The first step I did, and what you will need to take as well,  in order to measure your social media influence is to set up an analytics account on your website. Google Analytics is a free platform that you can use that is relatively easy to install. When you have an analytics account set up on your website, you will be able to better understand where your website traffic is coming from and what people are doing on your website once they visit.

Analyzing your Traffic

After your analytics account is set up, you will need to analyze the data that is being collected. Google Analytics allows you to see the specific traffic sources that are sending visitors to your website. Using this feature, you can see the number of visitors generated by your social media marketing efforts. If you notice an increased percentage of visitors coming to your website via social media sites after you have started a marketing campaign, you can safely assume that portion of your campaign is a success.

However, when it comes to marketing a business via social media, traffic numbers is not the best indicator as to whether or not your campaign is a success. The real metric you should be looking at is your conversion rate. In theory, if your website receives an increase in traffic due to your social media marketing efforts, you should also see an increase in your conversion rate. However, this may not always be the case as traffic from different sources may convert at different rates.

Create Various Goals

In the end, the best way to gauge whether or not your social media marketing campaign is a success is to set up conversion goals before you even start your campaign. These goals can include increase your number of followers, increasing the number of visitors to your website that come from social media websites and increasing your number of conversions.

With several goals in place as a part of your social media marketing campaign, you will be able to determine whether or not the campaign as a whole is a success. Also, you will be able to see which aspects of your marketing campaign can be improved to ultimately provide your business with more conversions. If you are not seeing the type of increase in social media followers that you had expected, you can change your approach for this part of your campaign, which in turn should provide better results down the conversion funnel.

Carefully analyzing each step along the conversion path will allow you to gauge your social media influence as well as make informed decisions on how to improve your marketing campaign.

Social media marketing is quickly becoming one of the best ways companies can advertise their products or services online. In order to run a successful marketing campaign and truly understand your company’s social media influence, you need to set up an analytics program to track your goal conversions, and provide you with the data required to make informed business decisions regarding your social media marketing efforts.

About the author: Ben Sawyer is Social Media Marketing consultant for various clients. These are the tips about how to measure social media influence, based on his own experience, while he was in charge of social media marketing campaign for www.vandkocandles.com eCommerce website. You can follow Ben on Twitter if you like his articles. 

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