Archives for September 26, 2012

Factors to Track to Measure Your Social Media Campaign’s Effectiveness, Part 1

When you invest time and money into launching a social media campaign, there is no point in letting it fall by the wayside by not bothering to follow up on tracking its results. Then you have only done half the work, and you may continue to just filter money into Google AdWords, or your blog writer, or your Facebook ads, and maybe they are not the parts of your campaign bringing in any money. It could be that actually it’s all of the things you’re doing that are not costing money that are actually producing results – and then you could find you save a large amount of money!

There are a few ways you can track the performance of your campaign, and we will discuss these in today’s and Friday’s blog posts.

Firstly, consider signing up for Klout.

Klout is an easy-to-use tool that gives you an overview of what avenues of social media are bringing in your audience, but if you want you can also use the tool to look at statistics in much greater depth too, making it ideal for both the novice and experienced social media managers.

The site gives scores to each site based on its influence as measured across a variety of social media channels. It starts at 10 and goes up to 100. Consider Justin Bieber as an example – he has a Klout score of 100, as something Tweeted or Facebooked by him influences a large number of consumers.

Klout also tracks scores such as True Reach, Amplification and Network Impact. Here is what each means:

  • True Reach: the number of people you influence (the number of your followers, on a simple basis, but also the people they share your posts with)
  • Amplification: how much these people are influenced (does your tweet make them run out and buy something – a la Bieber – or just consider something for a potential future opportunity as, say, a tweet by a real estate agent might be taken by someone not currently looking at buying/selling)
  • Network Impact: the influence your followers have (if a fan shares Bieber’s post, are all their friends – also Bieber fans – seeing it too and spreading the word and buying power, or is the person just a lone ranger who keeps the post to him/herself? Are important figures in your business industry seeing your posts or just individual consumers?)

Consider looking into bringing Klout into your analytics as a way to truly measure the impact of your social media efforts.

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