Back in the day when Madison Avenue was the center of the marketing universe, legendary ad-man David Ogilvy is reported to have said, “50% of all advertising is useless. We just don’t know which 50%.” Today, there are those businesses that see social media the same way. Tweeting, posting to Facebook and participating in online forums, they know they have to maintain a social presence but they often find themselves wondering which platforms provide a worthwhile return on their investment.
The solution, of course, is to establish a program of social media measurement, in which you determine one or more goals, monitor your social profiles and determine which activities and platforms help you accomplish them. This infographic from Salesforce.com offers a SMART — Specific, Measurable, Achievable, Realistic and Timed — way to go about it:
Use social metrics to make sure your digital marketing is hitting the mark
The key to successful social media measurement is to select a series of appropriate key performance indicators, or KPIs, and track them over time. From clicks and comments to brand mentions and micro-conversions, the resulting data will tell you what’s working and what’s not. This will not only spare you from Ogilvy’s old adage; it will provide valuable insights on how and where to direct your social media marketing to maximize its effect.