This is the last in a series of four posts on how small businesses develop and implement a social media campaign. Now that your social media program is running it’s time to measure it’s effectiveness. You’ll want to examine your program just like you would a traditional marketing campaign.
A goal of social media program is to reach your target market on the social web. You’ll want to measure periodically (weekly, monthly) and track growth rate as a percentage of the aggregate totals.
Blog: Use Google Analytics to measure the number of visitors who viewed your posts during this time period. Also measure the number of subscribers, and comments on your posts.
Facebook: Track the total number of fans for your brand page. In addition, review the number of people who liked your page during a specified period of time or during a promotion and those who commented on or liked your posts to identify the potential monthly Facebook reach. Review your statistics using Facebook Insights.
Twitter: document the number of followers and the number of followers for those who retweeted your message to determine the monthly potential reach. A great free tool to use for Twitter measurement is TweetReach.
YouTube: Measure the number of views for videos and the total number of subscribers.
Monitoring the reach of your social media program will allow you to measure its effectiveness. Adjust your focus based on your findings.
Anyone know of other tools that can help with measurement?