There a lot of options when it comes to measuring your social media reach. Maybe you want to know how you can reach more people or how you can successfully promote something on social media. But, you don't know how to measure your success.
First thing's First
You have to come up with a measurable goal. The goal also has to be tied into a time frame. In other words, pick something you want to measure, like twitter engagement, and then set a time limit for when you want to reach that goal.
This means you can't go crazy and try to measure different social media platforms in one goal. You have to at least separate them into completely different goals and time frames, but it's wise to focus on only one thing at a time in order to give your undivided attention to each goal.
Social Listening: Don't overlook it!
If you want to become a refutable force, you need to listen to your customers. This means listening to them on social media. From what they are talking about to how they are talking about your company.
Social listening is great for engaging with certain people, whether it is that they are happy or mad. You can humanize your approach by become personable with people and helping answer their questions as soon as they post them. It really adds to your authority and trustworthiness.
Let's say they are talking about something positive about your company, then you can reply back to them and thank them. There is nothing better than to be singled out in the world of social media. Make people feel worthy and special.
However, there is also that one person, if not more, talking negatively about your company. Social listening gives you the perfect opportunity to target those people and fix the issue. It's the best real time customer service anyone could ask for.
So how do you "social listen," you may ask.
Well it's really simple and there are many ways to do it!
In order to see if people are talking about your company, or a specific keyword associated with your brand, all you have to do is search for it in the toolbar on Twitter.
However, if you want to quickly narrow a keyword and have a
quick reference to it at all times, there is a better way.
Hootsuite is my personal favorite because it allows you to easily geo-track certain keywords. This means you can create a stream designated to a certain keyword, but the great thing about it is you can set it to only track that keyword within a specific range.
In other words, it allows you to target a specific keyword around a certain location. It's great for if you have a local business and you want to easily find the people around your city talking about a keyword.
Now for the measuring part of your social engagement
You have already determined your goal; now give each part of the goal different points in a ranking system. For example, if you wanted to monitor the success of your Facebook promotion you can keep a tally of the different social interactions that occur around that post.
Maybe you want to award 1 point if someone likes your post and 3 points when someone comments on the post. These are both valuable things because it shows that people have shown an interest in the product, but they don't really extend your reach. Shares keep the content circulating so it would be a good idea to award it more points, like 5 points for each share.
A tiered point system will allow you to keep an eye on the progress as it is happening. It will help you measure if you are getting closer to your goal.
So the moral of the story is to actually engage with your costumers for them to want to engage with you. It's all about creating relationships that last. If you keep getting better at social listening, you will be able to keep increasing your social media goals. It's a win-win if you ask me!
Do you have any ways to get better at social listening to improve your social media stats? Feel free to post your comments below!