Measuring the Success of Your Social Media Activity

Kate O'Sullivan
Managing Director | ADPR
13th March 2018

In today’s competitive digital marketplace, working on your social media activity has never been more important. Here are a few surefire ways to grow and measure your social media campaigns.

Set goals

This may sound a little obvious, but small businesses will often make an active effort to grow their social media activity without setting any concrete targets. But it is important to have a tangible goal that can be measured. For example, setting a goal to achieve 75 percent follower growth by the end of 2018 is much more effective than simply aiming to increase your followers, because throughout the year you can track your progress and adjust your campaign as necessary.

Identify optimal times for engagement

Whilst nothing can replace interesting and useful social media content, you want to ensure people are seeing your social media posts. This is easily achieved by scheduling social media posts for peak times. Take a look at the analytics on your accounts. There will be peaks and dips in engagement throughout the week and these will vary depending on your audience demographics.

Track engagement

Tracking your likes, comments and shares will increase your awareness of what type of content your audience prefers. Engagement can be tracked on most platforms including Twitter, Facebook and Instagram, but you can make use of other tools such as Brandwatch and Hootsuite, as a way of tracking your analytics across multiple social media sites. Take note of the social media posts that attracted the most engagement and identify any trends.

Monitor an increase in followers

Your followers are extremely valuable to your business. Not only are they interested in your content and likely to engage with your social media posts, but they are also likely to be customers. When monitoring your followers, it is also important to take note of your follower demographics. 

Look into audience demographics and adjust your content if necessary

You want your social media audience demographics to match your business’ target audience. If your social media accounts are attracting a somewhat different demographic, you will need to adjust your content. To get a clearer sense of the content your target demographic is interested in, explore the social media accounts of brands similar to yours.

With these tips in hand, you have all the tools you need to convert your social media campaigns into business. So, whether you are hoping to expand your business or gain your start-up’s first customers, you can make 2018 the year you nail social media.

About the Author:

Kate O'Sullivan is the Managing Director at ADPR, a PR agency with 26 years of experience delivering compelling, relevant and measurable PR strategies.

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