How to Measure the Effectiveness of a Social Media Campaign

How to Measure the Effectiveness of a Social Media Campaign

Social media has infused every corner of our lives. It has become an important part of our daily routine influencing every single decision that we make. 

Be it giving/asking feedback for any product or asking for reviews online, social media influences every zone. This exhibits the power of Social Media! And if you are able to pitch your business right on social media, the chances of your success increases manifold.

How do you know that you are marketing your business right? What is the best way to measure social media success? Gauge your social media performance depending on the metrics, which can vary from business to business.

For example, the metrics for an E-commerce site will be different than a business website. In the former, the success is determined by the total number of purchases. And in the latter, it may be determined by the number of leads generated.

So, it is important to measure the impact of your social media marketing efforts. Taking into account the data insights helps identify the metrics that are important to your business. In short, these metrics can help improve your business performance.

To better understand the data insights for your business posts, you could also take assistance from social media measurement tools, like BuzzSumo, Sprout Social!

If you don't evaluate your marketing campaign based on certain metrics, you will not know what went wrong with your strategy. And you are most likely to repeat the same mistakes in the next campaign as well. The challenge here is to figure out which metrics could be considered for your business.

Here is how to measure social media effectiveness:

Increase in the Number of Followers

The number of followers on your social media profile reflects your brand's popularity. A gain in the number of followers is a clear sign of your social media campaign being successful.

Recall the time when you started social media marketing for your business and how many followers you had that time compared to how many you have now. Your followers are your audience, and if you keep them happy and engaged, they’re bound to increase over time!

If you've done social media marketing the right way, we are sure that you would have witnessed an increase in the number of followers.

Reactions on your Post

Evaluating your audience’s reactions on your social media post can help you determine what it is that interests your audience the most. This way, you can focus more on what interests your users the most.

This is possible for every social media channel, whether its Facebook, Instagram or LinkedIn. The inbuilt analytics provided by these channels, help you to analyze the way users are reacting to your post.

Similarly, you need to check when someone tags you in a post or, mentions you. The more users tag you, the more users you reach. This instantly increases your business visibility as your followers get to know about the tag.

Find out Reach

The reach of your social media campaigns determines the total number of people you’ve reached both within and outside of your audience. The more your audience reacts and engages with your post, better is the online visibility.

Having a good reach to your business posts on social media is a clear indication that your marketing campaign was on point.

Referral Traffic

We are sure that you are familiar with Google Analytics and that it helps businesses monitor every activity. This indirectly helps businesses learn from their mistakes and grow.

Wondering how to measure the social media marketing performance? Gauging referral traffic from social media is one important metric that businesses consider. This gives you a clear picture of how your marketing campaign has performed on social media. Evaluate your performance by measuring the difference between the target set and the actual target achieved.

This will help you gauge the efforts that you need to put in. If you find that a particular channel is unable to get you sufficient traffic, you should reconsider continuing with the social media channel. Because if the social media channel is not resonating with the nature of your business, then you are probably wasting your time and efforts.

Examine Click Through Rate

Click through rate (CTR) is also an important factor, as it is closely associated with direct conversions. This helps you determine whether your marketing campaign is on point.

Generally, a higher CTR means your marketing campaign is effective. Because the more clicks you get, the more visitors are drawn to your website. CTR is considered as one of the KPIs by a majority of the businesses. It is generally used in PPC ad campaigns, a link on a landing page etc.

If you have a business of your own, we are sure that you would have considered social media marketing to boost business growth. But how do you measure the effectiveness of your social media campaigns? We hope this blog helps you figure out your strategy for measuring success on social media.

Reach out to us for a free audit of your business website!

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  • Kerry Nichol

    Good piece

  • Thank you Kerry!

  • Steven Given

    As you said measuring social media is dicey for a number of reasons.

  • Dustine Kline

    If you have people dedicated to social media, this is easy.

  • Laura Smaridge

    If your goal is clear, it’s not hard to tell if you’ve done that.

  • Rightly said Laura, knowing the goal is utmost important

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Anuja Lath

Digital Marketing Expert

Anuja is the Co-founder and CEO of RedAlkemi Online Pvt. Ltd., a digital marketing agency helping clients with their end to end online presence. Anuja has 30 years of work experience as a successful entrepreneur and has co-founded several ventures since 1986. She and her team are passionate about helping SMEs achieve measurable online success for their business. Anuja holds a Bachelors degree in Advertising from the Government College of Fine Arts, Chandigarh, India.


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