Measure and Optimize Your Social Media Marketing Campaigns
So many businesses don’t understand how important it is to have a successful social media campaign to run the business. Despite many surveys revealing that there is huge scope to improve your business on social media, many businesses undermine the power of social media marketing campaigns.
I understand why people think it is very hard to quantify the results of social media campaigns. It is because they don’t know how to quantify the results of the social media page. Today, in this article, I will show you how to measure success on social media.
Additionally, I will give you some tips for optimizing your social media campaigns through the appropriate strategies.
In the first half of the article, I will show you how to measure social media campaigns, and later on, I will tell you how to improve it.
How to Quantify Social Media Success?
Social media success depends on the engagement of the audience. The more people get engaged with your social media content, the better your campaign will be.
One reason it is so simple to use social media is that you can measure your success through engagement in the form of likes, shares, and comments.
Not just the above parameters, there are several others with which you can determine the performance of your post and engagement. Let us look at each one of them in the following.
Likes and Shares
Likes and shares are some of the easiest ways to quantify the success of your post. Truth be told, they copy the likes and shares from Facebook by YouTube and Twitter. This will tell you how influential the likes and shares can be.
I believe audience growth is obvious if you are looking at the success rate of social media marketing. The growth rate reveals the number of followers you have gained over the years, months, weeks, and even days.
The slow growth rate suggests you need to ramp up the pace of posting statuses on your social media page to gain followers. Losing followers suggests you need to revamp your social media strategy. Look at what you have posted so far and do what is necessary.
Maintaining Balance Between Followers and Following Ratio
Speaking of audience growth, monitor your number of followers and followings. It is always good to have a look at the people who have shared your posts and if required — follow them.
This shows that your company is amicable. But remember, following too many pages or people would imply that you are insincere and desperate as well. Hence, maintain the balance between both of them.
You might have so many fans, but that doesn’t matter if most of them are not engaging with your posts. It is important to realize the importance of active fans who are diligent with their likes, comments, and shares on your posts.
Keep track of them and engage with them personally and tell them about your business and the services you are offering to your customers. This may not result in instant customer service for your business, but it might in the future.
So never let these active fans go unnoticed on your page. They deserve engagement with you on a personal level. Show them you are there for them and instill confidence in them.
Organic Traffic Vs. Paid Traffic
Organic traffic is meant to get traffic to websites through free content and social media posts. On the other hand, paid traffic is meant to get traffic through advertisements by paying money to search engines and social media companies.
Traffic is very significant to the website from both channels, but notice the return of investment to have a proper insight and decide on the investment, especially on the paid advertisements.
Above are some ways to look at the performance of social media campaigns. Of course, there are many other factors to gauge the performance, but the above are some of the most important parameters.
Optimize the Social Media Campaign
Now that you know how to measure the success of your social media campaign, let us look at how to optimize for better results.
What is Social Media Optimization?
Social Media Optimization (SMO) is for using your social media as a catalyst to develop your online presence. SMO allows you to establish your brand, generate more leads, increase your brand visibility, and engage with your audience.
In the following, we will look at each optimization technique in detail.
Optimize Your Strategy
Unfinished or inept social media strategy often becomes a roadblock for developing your business, so keep track of that. If you are unaware or unknown about your social media strategy, then you have the following objectives for your social media strategy to optimize.
- Ensure your social objectives solve customer pain points
- Spread your efforts throughout your organization
- Concentrate on channels that add value
- Generate appealing content
- Identify business possibilities through social
- Engage instead of disregarding
- Track, develop and market your work
Just like SEO, it is the same with SMO. On social media, people have separate keywords, hashtags, and tail words to talk about a certain topic. So research those words and implement them in your post.
This way, you can increase the visibility of your posts on social media.
Optimize Your Profile
With SEO, you optimize the website. With SMO, you optimize your profile. Optimizing your profile can seem a lot easier, yet it is not. Social media sites like Facebook and LinkedIn encourage companies to put a lot of information about the company on the page.
This will not only let the customers know about your company in detail but also let your company stand out among a bunch of other companies. Therefore, do not ignore this small detail, yet an important one to fill up.
Optimize Your Content
You might have heard that ‘content is king’ in SEO. Well, it is true for SMO as well. For social media, the content should be more creative, appealing, and actionable.
The content on social media has the capability to take action on the post and make the customer buy your product, so make the content compelling.
Test Your Headlines
Headlines have the same impact as the content. Just by the looks of headlines, most people decide to read your post or not. Make a headline that can compel the reader to read your post.
Also, you might encounter many posts that look the same as previous posts — what you can do is just try different headlines.
Okay, the above aspects are a few you need to take care of while optimizing for social media.
Social media marketing can be very useful if you can make the most of it. Strategize a solid plan to implement and execute it consistently without failure, then you will see the results.
All the best for your social media marketing.