On this page
- Measure the success of your content
- Measure the success of your social engagement and credibility
- Choose the right tools to measure your social presence
As with any marketing activity you do, it’s important to know whether your efforts are working, and whether you’re advancing towards your goals. When it comes to social media, there is no one-size-fits-all measure you can put in place. It really comes down to what you’re trying to achieve as an individual and a business.
The potential power of using social media to build and enhance your personal and business reputation is high if used the right way to boost your business. People do business with people they know, like and trust. Social media, when used properly, can help people get to know you better, to like and trust you even more. This, over the long run, will generate sales leads and revenue for your business, and ultimately, will become your most important measure.
With that in mind, here are some simple ways of measuring the effectiveness of your social media and content marketing activities.
Measuring content results
Depending on your objectives, there are a number of ways to measure the success of your content marketing. Look at the folowing metrics:
- how many shares, backlinks, and mentions does your content receive via social channels (e.g. retweets, Facebook and LinkedIn likes/shares/comments etc)?
- what sort of traffic to your website is your content generating, and which articles are the most popular?
- how many people are viewing your videos on YouTube? How many people are listening to your podcasts? How many people are checking out your SlideShare presentations?
- is your content having a positive impact with search engines? Are you increasingly ranking higher for the keywords and phrases you want your business to be known for?
- is your content gaining placement in or being featured on relevant industry publications, websites and blogs?
- critically, are people subscribing to your content? Is your email subscriber list growing as a result of your efforts?
Measuring social results
Measuring your effectiveness in regards to you social presence itself can also be done in a number of ways including:
- the number of followers, connections and likes your brand has across various social channels, and if these numbers growing steadily
- the level of your engagement with your existing and potential customers
- your ability to reach out to and build relationships with the key influencers in your industry
- whether people are promoting and/or recommending you on Twitter, Facebook etc.
Measuring your profile and credibility
You can get a good idea of you credibility by looking at measuring your performance with these questions in mind:
- is your brand’s visibility, influence and authority being enhanced, and is this leading to offline opportunities such as speaking engagements and boardroom presentations around the topics you want to be known for?
- are you seeing increased PR opportunities? Are journalists, bloggers, podcasters coming to you for quotes or interviews? Are you being asked to provide guest blog posts or opinion pieces in relevant on and offline publications?
Choosing the right monitoring and measurement tools
There is no shortage of (free and paid-for) platforms and tools available to monitor, analyse and measure your social media and content marketing activity.
More popular tools
- Google Analytics: measure your website and blog traffic
- Twitter search: provides Twitter intelligence
- Facebook Insights: the channels in-built analytics
- Google Alerts: alerts you about any mentions (about you) online
- Talkwalker alerts: alerts you about any mentions online
- Social mention: real-time social media search and analysis.
Tools with paid options:
- Mention: includes mentions online, free with paid options
- Hootsuite: measuring social media analytics, free with paid options
- Tweetreach: get tweet measurement, free with paid options
- Sprout Social: measure your social media engagement with a free trial then it's paid.
It’s important to determine what you’re trying to achieve and then put realistic measures in place that will help guide you towards your goals.
Be prepared to experiment and try new things, some things will work, others won’t. Find what works for you and your brand - from the kind of content that resonates and gets shared around, to the frequency with which you post to Twitter and Facebook. Take note of the connections you make, the relationships you build, and the opportunities that come your way thanks to your involvement on social media.
Google Garage offers free training to help you make the most of online opportunities including modules to decide what social media platforms are right for your business, set goals, get noticed on social media, measure your success and avoid pitfalls.
Case Study: Social media marketing for small business
'I see Twitter as a way of creating a personality for the business; it's about letting the customer see behind the scenes.'Georgia Samuel, Famish'd
Read more about Social media marketing for small business