Should I take a look at that Facebook Insights report? I know. This is the hard to swallow and difficult to understand part; that which no one wants to deal with. However, it’s what will tell you if what you’re doing is paying off. As social media managers, we spend a lot of time daily implementing our strategy; determining where to post, what to post, when, and in what form. However, we must not forget that these efforts should be tied to previously established goals and objectives. We should have established parameters and quantitative results we expect to obtain from our social media strategy. In the end, this translates to return on investment (ROI).
If we want to spend money and resources on social media, we must always look for ways to maximize this investment and get something from it. ROI is your proof of social media success or failure.Here are some resources and tools we can use to measure the effectiveness of a campaign, so you can motivate your clients (or bosses) to continue allocating money for social media:
- How to Present your Social Media ROI Report to the Boss provides important data to include in an ROI report. For example, share data analysis, includes presenting how hashtags perform to determine reach and impact of tweets and retweets. This is particularly essential for companies creating their own hashtag campaigns.
I remember last year, Always launched the #LikeAGirl campaign to help girls keep their confidence high during puberty and beyond. “Like a girl” is an insult, not a compliment. One of the call to action elements of the campaign was to tweet the amazing things you do #LikeAGirl using the hashtag. Here is a look at the first video:
The hashtag is only one of the elements of the campaign, yet it’s the one that helped build the conversation around the topic. I’m positive the marketing team at Procter & Gamble is keeping track of the hashtag performance. I think its important for companies to determine if people are engaging, not only with content, but spreading the word about a particular topic. Also, finding out if there is conversation around the hashtag tells marketers how effective is the campaign in engaging audiences.
- How to Measure Your Social Media ROI Using Google Analytics is written in a more technical language. However, I was able to explore some of the tips presented with my website’s data on Google Analytics. I really like the function in which you can isolate traffic into default social users and social link clickers.
It’s important for marketers to know whether users came to their website straight from social or because of a link they shared. What about if traffic to the website came from an e-mail campaign? That tells you whether that email campaign, which begins with a compelling subject line, was effective in getting those clicks. This also helps determine if the particular content of that link helps boosts more traffic to the website.
- The Top 5 Google Analytics Reports for Social Media Marketers discusses how you can create custom events, so you know how much influence your website has on driving traffic to social channels; what types of customers want to further engage with you on social, rather than thinking they abandoned your website to go somewhere else.
Also, by using Advanced Segments on Google Analytics, it’s possible to find out user behavior according to the social platform. Why is this helpful? Because based on what you see, you’ll be able to make adjustments to your strategy on those platforms. People visiting your website from social may act different than those coming from other sources, like email campaigns.
- Know What’s Working on Social Media: 19 Free Social Media Analytics Tools, such as Collecto. Now that we’ve seen how Instagram is growing, I think it’s important to measure campaign results to determine ROI. What I really liked about Collecto is the most popular photos of all times, meaning that it’s not necessary to go to individual posts to find out which one is the top. By just taking a look at the stats section, you can find out which photos were the most commented, liked, and popular. If you see one photo in two different sections, like most commented and most liked, then you need to aim at continuing to provide that type of content.
The photo below shows one of the most popular photos of my promotional product’s business Instagram account. The images don’t push a particular product. They portray the situations in which you or your clients could use a beach towel or a coffee mug.
On the other hand, I think the Facebook Insights provides detailed information in an easy-to-understand way. This is why I don’t feel I would use a tool like Quintly for analytics. The other tool I liked is TweetReach, because the dashboard is pretty self-explanatory and it had different and relevant information, like the top contributors of Twitter in terms of mentions, impressions and mentions. This is a great way to reach out to these contributors if we want to further extend our relationship with them.
Tailwind gives you insights about your Pinterest account. With the free version, you can find out if some of your blog posts were shared on that platform, as well as which boards are the most popular and have the most followers.
If you find out what’s working and what’s not, then you will be able to make some adjustments. Managing social media profiles takes a lot of time. This is why I feel it’s very important to devote some time to understand these numbers. There are plenty of tools, most with free versions and easy to use platforms. Don’t be intimidated. What you can get from these numbers will only help you want to do better on social media. If you have specific conversion goals, or email subscription objectives, these analytics will tell you what benefit you’re getting from devoting countless hours and effort.