Synopsis — Businesses are advised to begin using social media in their online marketing plans if they haven’t already done so. Every day the evidence grows that an investment in this form of marketing can be beneficial at a relatively low cost. At the same time, opportunities for advertising in such entities are expanding, hinting that social media may well be the next battleground for presence among potential customers. However, if one does become involved in social media marketing, one must be prepared to put time not only into creating and promotion, but also in measuring the results of campaigns and exposure, in order to be certain that the investment is paying off.
In her article “Does Your Social Media Measure Up?” Krista Neher discusses this situation, sharing her experience with setting up tracking and measurement campaigns for social media on behalf of numerous clients. Illustrating her points with a plan composed of a number of steps involving creating measurable social media up front and then monitoring and tracking that social media, Neher details activity, engagement, and business value metrics that are important to include in your plans, with an excellent chart included in the article that summarizes the salient points to include in each.
If you are planning to expand your business into a social media presence, or already have done so but haven’t yet put together a comprehensive measurement system to ensure you are getting the best bang for your buck, read this article for some great tips and a comprehensive list of the metrics you need to be tracking in order to make your foray into social media a success.
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