Three Steps to Evaluating Your Social Campaign

Posted by Ric Pratte

A smart social media presence is vital to a company’s growth.

In order to succeed, an organization must have a solid overarching social media strategy backed up by numerous social media campaigns.

Because these campaigns are the building blocks of a strong strategy, it is important to evaluate each across its beginning, middle and end.

STEP 1: How did you stack up against your own goals?

In order to determine the success of your social media campaign, you need to compare your original goals to your existing metrics.  Keep in mind that not all social media campaigns are created equal and the metrics that you deem important will (and should) be specific to each campaign.

  • Engagement: To ensure an effective level of engagement you should measure the volume of retweets, likes, shares, mention comments, etc.
  • Action: Clicks to a landing page, downloads of a coupon, use of a promotional code or even participation in a contest can all be hallmarks of campaign effectiveness. Brands are looking for measurable return on their social investment, and these metrics provide concrete KPIs that rival more “traditional” marketing methods.
  • Brand influence:In today’s world, the consumer has more power than ever before. They can make or break your brand in just one public post or tweet (for example, “United Breaks Guitars”). To be effective, you need to evaluate the overall sentiment expressed about your brand.

With these metrics in hand, you can now effectively explore the success. Categorize them and move on to the next step.

STEP 2: What worked and where did you fall short?

Compare goals with actions to identify the disconnect.

For example, the goals you set out call for a 25 per cent increase in brand awareness, a 15 percent increase in website traffic, and grow your Twitter following by 10 people a week. Much to your dismay, these goals were not achieved. What happened?

  • Did your content reflect your audience’s needs?

The content you publish through social channels should first and foremost add value to your audience. Providing your audience with valuable knowledge will ultimately help solidify your position as an industry thought leader. Is you content resonating? If so, keep doing what you’re doing. If not, it’s time to reevaluate.

  • Did you engage with your audience enough?

Your goal should be to form a connection with your audience, and in order to do that, you have to be consistent and frequent with your message, but also add a personal touch to your social presence.

  • Did you utilize the appropriate social channels to reach your audience?

Social networks differ in their reach and effectiveness, so not all are appropriate for your brand. Figure out which channels are driving the most activity with your audience and concentrate your efforts on the most promising networks.

STEP 3: How you are going to tweak it?

Now that you understand what went wrong and why it went wrong, all you have to do is fix it. If you found that your following hasn’t increased, perhaps concentrate your efforts on targeting growth through paid media, sharing incentives (contests) or influencer engagement. If you’re spreading your social efforts across several channels and are not seeing effective results, consider focusing on a few solid channels where you know your target audience lives. Use you analysis to determine the best way forward.

A few parting words of advice: Tailor your social campaigns to your business and audience’s needs.  If you keep this in mind, you will see vast improvements in your overall social media strategy.

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Ric Pratte

Ric Pratte

Ric Pratte, Director, Meltwater Buzz, is focused on helping businesses capitalize on new media to reach and connect with their customers and market. As a pioneer in social CRM, he has shaped the development of how businesses can understand social relationships and conversations, and effectively utilize that knowledge. more



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