Relevance Raises Response: How to Engage and Acquire with Mobile Marketing by Bob Bentz

Author:Bob Bentz [Bentz, Bob]
Language: eng
Format: epub
ISBN: 9781942489108
Publisher: SkillBites
Published: 2016-03-01T23:00:00+00:00

TRACKING THE EFFECTIVENESS OF SOCIAL MEDIA AND CONTENT MARKETING

Results for social media efforts don’t happen overnight. It takes time to obtain sufficient followers to have an impact, and it takes consistent effort in posting to get results. Figure on six months of regular effort until real results are coming in that have a positive effect on sales.

Like all tracking efforts, it starts with the establishment of measurable KPIs and the resulting statistical analysis of those KPIs. For measurements to be effective, they have to align directly with the objectives established. Using the age-old SMART method makes the most sense. Be sure that the KPIs for social media analysis are: Specific, Measurable, Actionable, Realistic, and Timed. There should be a process in place in advance to easily measure effectiveness and to make sure that all such efforts can be quantified numerically. “There seems to be more people coming to the store” is neither a valuable nor quantifiable measurement.

Here are some common KPIs that a business may want to track on social media:

• website traffic

• document requests

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