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Social media for businesses is officially “a thing” in the way “fetch” never could be. It’s generally successful at engaging current and potential customers, increasing brand awareness, and providing new and unique ways to market your company. However, it does still fall short in a few areas. Mainly, how the crap do you get data from this thing?
At Blue Corona, we love data. I’m 95.9 percent sure our CEO, Ben Landers, has “DATA LIFE” tattooed across his stomach. Kind of like Tupac. But despite all the things we know about social media, it doesn’t reciprocate the love quite as much as we’d like. So again, how can you easily track your social media campaign’s success?
Tracking Your Social Media Campaign
While social media has become integrated into standard marketing, tracking results of campaigns can be hit-or-miss. While it’s easy to say “there’s the results, bro” when a campaign takes off, more middling success carries a lot of noise in the data when it comes to figuring out if you’re succeeding. So what should you do?
Define Specific Metrics Tied to Social Media
Like any campaign, it’s essential to identify specific goals linked to key metrics from your campaign. Some of the ones we suggest:
Reach. On Facebook, knowing how many people can see your post is one of the best ways to see how successful your campaign is. The higher-quality the post, the more people will interact with it, leading to more people seeing it. Here’s how the reach chart looks on Facebook.
And also how it looks on individual posts that you can see:
Conversions. Obviously, the point of any web marketing campaign is to get people to identify themselves to you, which will help you convert them into sales. Using your social media campaign as a funnel back to your website (as you should be), conversions can be tracked fairly easily by adding destination URLs to your Facebook posts. These track in Google Analytics if somebody clicked on a link on your Facebook or Twitter, and if somebody converts to a lead on a contact form on your page, you’ll be able to tell they came from your social media campaign. Here’s a handy guide on how to set up destination URLs.
Sales. You should already be tagging your calls based on how visitors get to your website. If not, get on it! But you can also do a similar thing on social media sites. By setting up a new phone line that appears after a potential customer follows a link from a social media page, you’ll be able to more accurately track where your sales are coming from, along with the ROI from your campaign.
Blue Corona’s Social Media Services
Blue Corona can handle both your content and your social media analytics tracking. We can produce fantastic, shareable content, and then track its results for you. Contact us today to learn more!
About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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