How To Measure Social Media Success

November 10th, 2009 | Written by: april

Social Media, as a part of one’s marketing program, can yield some quite favorable returns. However, the disparity of platforms and ambiguous nature of producing definitive, statistic-based ROI metrics leave some companies hesitant to utilize its promising applications.

How do you measure social media success?

You may find it difficult to determine the performance metrics of your social media efforts primarily due to the lack of granularity in a solid insights program.

Here are 5 simple ways to track and measure the success of your social media performance utilizing a few discovery tools available to you:

1. Tracking website hits

Google Analytics provides some useful enterprise-class web analytic tools that enables webmasters to track the volume of incoming site traffic. Google Webmaster Tools is a must have for website owners who wish to isolate, segment and analyze their incoming traffic and identify the sites from which their traffic arrives.

2. Monitoring quantitative feedback

One of the more obvious approaches to gleaning insight from your social media program, is simply analyzing the volume of contacts that make connections in your social networks, or the response rate of those who post comments on your blog, YouTube or Twitter profile. A handful of helpful social media analytic tools include:

PostRank – This site returns detailed engagement statistics for any URL feed you plug into their search box. This useful social media tool reveals most popular posts based on the number of times they’ve been shared on social networking platforms.

XinuReturns – Takes social media analtyics a step farther by offering additional insight into how many times your site has been syndicated, bookmarked, and backlinked.

3. Tracking links from other sites

There are several ways to identify linking sites. To manually identify the sites linking to your web page, type into any search engine (except Bing). This will return a list of sites that point to yours. Additionally, if you have a consistent blog roll, many blogging platforms such as WordPress and Blogger automatically notify you when another site has linked to your blog post.

4. Tracking sales & new business leads (by asking)

Yes, it’s really that simple. Include an option after each conversion for your visitors and contacts to identify how they heard about your site (ie. search engine results page, Facebook, word of mouth etc). SurveyMonkey is a quick and easy way to create question forms to include on your site.

5.Outsourcing data from a third party or research firm

Managing social media can be a career in and of itself… Monitoring your success metrics consistently can be just as tedious. With that in mind, you can always take the easiest route and outsource your efforts to a third party social media management team who specialize in propagating creative viral social media campaigns.
Social media is an evolving landscape for which the application of marketing tactics seems endless. However, analyzing the metrics of social media poses far less of a challenge with the help of a few indispensible analytics tools. Awareness of these tools, alongside clearly defined goals, will improve your chances of success.

For those more experienced social media users, your personal insights are invaluable; I invite your feedback in hopes to bring together a common thread by which we can all benefit.

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This entry was posted on Tuesday, November 10th, 2009 at 1:36 pm and is filed under Blog, Social Media Marketing. You can follow any responses to this entry through the RSS 2.0 feed.You can leave a response, or trackback from your own site.

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