Measuring success in social media marketing
// April 14th, 2010 // No Comments » // Social Media Marketing
Photo courtesy of Marco D @ Flickr.com
Year 2000 or earlier, campaign objectives revolve around customer acquisition. A decade later now, clients raved about customer retention – to retain customers, build customer loyalty, establish trust, increase referrals – all aiming at increasing profits for the client. In my opinion as a digital marketer being socially optimized will help the client’s business a great deal in retaining customers and increasing profits.
Digital campaigns that I worked on require some form of measurement so the client and I know what worked, and what did not. I am inclined to measure effectiveness of each campaign based on the level of engagement and interaction in each campaign. Here is a list of metrics that I used in some of the campaigns:-
The only logical way of measurement, to me, with a lack of statistical data over a significant timeframe, is to measure the above metrics over a period of time (3-6 months) and peg the statistics to actual sales figures or revenue. With that, I can correlate revenue growth vs metrics. This shows what worked, what do not. Again, I stress that the expectation in measuring success of a digital campaign needs to be worked out with the client so both digital agency and client is on the “same wavelength”.
