Consider, if you will, that you are using all of your company’s social media platforms like a naïve amateur, no matter how long you’ve been active on Facebook or how quickly you jumped onto Twitter and Instagram. Chances are you do not have a realistic definition of social media marketing campaign success. You cannot demonstrate meaningful ROI for the strategies you’ve employed.
The fact of the matter is, you are using the wrong measurements to document social media marketing campaign success. You have been misled and you are confused. Followers, shares, comments and likes are widely considered the gold standard social media metrics, but does that “engagement” correlate with or generate sales revenue and referrals? Let’s lift the curtain and sort this out.
It’s time to think about social media marketing in the way you do traditional marketing campaigns, including advertising and sales strategies, and apply the same expectations. Social media campaigns are marketing campaigns, too, and not a stand-alone entity. Please shift your social media marketing goals and objectives to what is tangible and measurable and bring real value to your customers and organization. Various social media platforms can take a credible supporting role in the following marketing goals, for example:
- Raising brand awareness
- New product or service launch
- Lead generation
- Increasing sales
- Special events promotion
- Facilitating and/or improving customer service
- Obtaining donations (not-for-profit sector)
- Recruiting volunteers (not-for-profit sector)
Once you’ve identified your marketing goals, determine which platforms seem most suitable for your message and which will reach the selected target market groups. Then, select the content—blog, tweeted updates, YouTube videos, Instagram photos, announcements on Facebook, for example—that will most effectively communicate your message and resonate with your target markets.
Be aware that unlike traditional marketing methods, which fly at 30,000 feet, social media outreach is an ongoing conversation and the best way to attract and retain visitors and followers who might convert into your customers and referrers is to get personal. Use social media to speak directly to your audience. Answer questions that will help to familiarize them with your products and services and understand their features, advantages and benefits. Display visual images of your brand and what it stands for. Include audiovisuals that let influencers give testimonials. Solve problems, deliver timely information. Be a cool and helpful friend.
To help you schedule and manage the integration of multi-platform social media campaigns and ongoing outreach across various departments in a larger business organization, investigate Buffer and Hootesuite, or other social media management services.
Now, to measure the effectiveness of your campaigns. On your own, you can record selected Key Performance Indicators that immediately precede your revised social media strategies. In six months and then again in 12 months, revisit those KPIs. Additionally, Google Analytics is a useful tool to sort through social media activity on all of your channels and report on engagement that leads to a sale processed on the company website, event registrations, signs-ups to receive your blog or newsletter, not-for-profit organization fundraising donations received and requests for additional product or service information, for example.
When you approach social media marketing campaigns correctly, you can receive lots of actionable information. But in order to receive information that will make a difference in you company’s bottom line, you need to ask the right questions and apply the right metrics.
Thanks for reading,
Photograph: Teletype operator (circa 1941-1945) courtesy of the National Archives Teletype technology allowed typed messages to be transmitted electronically from point to point to a single or multiple recipients, including sent and received messages. The teletypewriter evolved through many upgrades, starting in 1835 and it was adopted by the Federal Aviation Administration in 1938. Essentially, teletype was early email.