You would never think of starting some kind of advertising campaign without a clear goal of what you want, as well as a way of measuring the results. An example of this might be a company that advertises on radio or TV and asks that you enter a specific code in order to receive a special or discount at their website. That code allows them to track just how many people took the offer, as well as allowing them to measure when those orders where places so that they might have an insight into the best time slots to place ab ad.
It’s pretty much basic Marketing 101, yet many businesses are prepared to let that go out the window when they start promoting their business via social media sites. The problem here is a strange one in that the reason that the goals and need for results data gets lost is because much of what is done on social media either costs very little, or in some cases nothing at all. You can post up a video, have it go viral, and make a nice chunk of change on a specific product without any real time or financial commitment. That makes for lazy marketing practices. The thing is, your chances of having those viral successes increases if you take time to set goals and look at the results of all that you do.
Setting goals for your social media campaigns should be done in the same way as any other marketing style, and that is to first think about what it is you are trying to achieve. For many it’s not just about sales, especially on social media. It may be about generating traffic to your website, especially if it’s one that is ad-based. Perhaps you are trying to generate buzz, at which point you would be paying attention to the number of likes, shares, and people talking about your business. If you can figure out what it is that you specifically want from your social media campaign, you can then discover the tools that will best help you measure those results.
Things like Google Analytics, Facebook Insights, and Twitter counter will help you get a measurable read on what each of your posts on social media is doing. By using these tools, you will quickly be able to see what type of content gets the biggest response, as well as seeing if those numbers spike at specific time of the day or day of the week. This will allow you to tweak your campaigns so that they will have the biggest impact possible and get your business to where you want it to go.
Social media marketing is actually quite simple and inexpensive to put together, but it can also be incredibly ineffective if you don’t have a plan of what you are trying to accomplish, as well as a way of measuring how close you are getting.
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