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“Ad Brief:” How Should a Company Measure Social Media Marketing Success?

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Between tracking the number of followers, counting conversion rates, and gaging views, social media metrics can cause a lot of confusion without knowing what to look for. As social media continues to gain prominence in our everyday lives, new metrics seem to be added constantly.

The question on your mind is probably “What should I be tracking?” While the answer is specific business to business, there are general guidelines across multiple social media channels to follow. In this Ad Brief, our guests will discuss different metrics to follow and methods to up engagement.

For Toni Brown from Skye Media Group, her definition of success are people engaging and telling her how her posts have impacted them or inspired them to work with her company. “Likes and followers don’t necessarily equate clients or sales,” says Brown, “It’s really about the connections that you’re making and the relationships that you’re building behind the scenes.” Even when they aren’t a client, peers and collaborators can help build your brand, on and off social media.

Zach Grove from ZachGrove.com expounded on this by highlighting the two forms of metric analysis: quantitatively or qualitatively. By using marketing attribution tools like Google Analytics or using forms that ask how your visitors have heard about you, you can gather information on both metrics. Grove believes “it’s marrying quantitative tools as well as quantitative surveys.”

Experts like Buck Robinson from The Media Manager explain you need to be able to find your ideal customer where they are, try multiple methods to send different messages to them, and then listening to their feedback. You can’t focus on the number of potential impressions or quantity of responses, but instead focus on quality. If you aren’t getting business or conversions from your posts, you’ll quickly run out of budget. Robinson says to start slowly and build a tangible ROI strategy before building your social media further.

Pete DiMaio from TravelBoom says to have faith in the numbers, but you also need to look beyond them. Measure conversion rates and return on ad spend, and don’t spend too much time looking at likes and views. By using these metrics, you can make a good attribution model to help you tell what social media strategies work and which don’t.

To add to the discussion, Joseph Federico from Anchors To Dusk Publishing & Media says you can massively improve your engagement so long as you consistently post and match it to your brand persona. More important than anything else is value. “You have to create value,” says Federico, “You have to create content.” He recommends a strategy of 10 stories a day at 10-60 seconds a piece, all to make your brand appear more personal.

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