Research shows that almost half of companies do not measure the results of social media . The main reason for this: no knowledge about how to measure results. In this article you will get tools to better map the results of your social media efforts. Difficult? It is not that bad, as long as you know what you want to achieve.
The companies that do measure (less than half) focus mostly on:
“Out of the metrics used, the majority of respondents say they measure the number of visitors and lebanon phone number list page views, the number of fans or followers, and the traffic generated to the company's corporate site from social media.”
What stands out about these metrics? 2 things. The financial aspect is not included. Furthermore, the metrics do not show what the underlying business objectives are. For example, the number of followers is an interesting data point, but is it also a good objective? What does it say if you have X number of fans, followers or 'friends'? What is the value of the extra website visitors? The metrics that are often used are marketing metrics, not business metrics. But if you are doing it right, you do start from a business objective. In short, many companies measure what they can easily measure, not what they should measure.
Metrics follow from objectives
In general, it is important to formulate SMART objectives before you start with social media. From these, your KPIs will follow, which you will measure and adjust. These objectives can be financial in nature, but that is not a must. Furthermore, be careful not to formulate too many objectives. Start with 1 or 2 objectives to keep the project manageable and not to make the effect measurement unnecessarily complicated. Then choose a suitable measurement method, measure, report, analyze and improve. Just like you do with all your marketing efforts, right?