How to Measure the Efficiency of Social Media?
Finding out the effectiveness of SEO or a PPC campaign is no big deal. However, how to accurately measure the efficiency of social media campaigns and other campaigns that are created for audience awareness?
During the initial stages, these campaigns are generally sustained by the hype. However, as time goes by, questions relating to the return on investment of a social media campaign are often asked once the level of hype begins to fall. Some companies end up building their social media campaign just because their competitors have done the same.
Business owners often wonder what is the real value of having five thousand followers on Facebook, or is it enough to send thirty tweets per day? Unfortunately, it is not possible to say because there is no performance measurement framework for social media. Moreover, the industry does not have any agreed standard till date.
Most businesses agree that measurement of social media performance is important because that will help them figure out whether their campaigns are meeting the targeted outcome. Some people may argue that accurate measurement is not possible because all the effects of a social media campaign are not known. However, that is not a strong enough reason for not measuring parameters that are measurable.
Following the above steps will give you a fair idea about how efficient your social media campaign is and what needs to be done to make it better.