Seven things social media marketing does for your business:
• Enhance branding and awareness
• Protect brand reputation
• Enhance public relations
• Build community
• Enhance customer service
• Drive leads and sales
Social Media Marketing Is About Planning and Measuring
Set goals and objectives
Create a strategic plan
Measure the results
Some truths around social media ROI
1. You can’t measure the ROI of EVERY conversation.
2. Social media is about listening as much as it is about talking and you can measure the valuable insights gained from listening.
3. There are tools to measure social media.
Ways to Measure Social Media
People Talking About This is one of the new metrics for Facebook Pages. Unlike other metrics on your Insights dashboard, it’s also the only one visible to the public. However people have to be talking about your brand in a way that is relevant to THEM not because you spent $6 million on a Super Bowl commercial and cute dogs. That does not lead to conversion it’s just chatter that does not support your brand objectives.
This number represents the total number of people who, over the past seven days, have engaged with your Page in any way — by Liking it, commenting on or sharing a post, answering a question, tagging your Page, or responding to an event. In your Insights dashboard, you’ll also see a percentage increase or decrease next to the current number, so you can compare this week’s engagement against last week’s stats.
Track engaged users.
On your Insights dashboard, you’ll see a chart in the Page Post Information area with a column called “Engaged Users.” The number represents the number of unique people to have clicked anywhere on that post. (Note: Insights only tracks this for 28 days.)
Engaged Users is another engagement-related metric, but since it tracks actual clicks, you can see how your audience interacts with your posts — and use this information to craft more engaging calls-to-action.
Track “External Referrers”
Click on Reach (under Insights in your sidebar) and scroll down to find “External Referrers.” You’ll see a list that shows how many times people arrived on your Facebook Page from an external site during a selected date range.
All business owners should know where and how people are finding them online. While it’s important to direct traffic from social media to your main “hub,” whether it’s a blog or a static business site, bringing traffic onto your Facebook Page is also important.
If you’re ready to dig into some great analysis of your Twitter world, then check out these tools that will help you learn how to get even more out of Twitter.
1. Topsy: Twitter Analytics for Your Website
By plugging in site:yourdomain.com, you can get the following graph about the past 30 days worth of Twitter activity for your website.
2. TweetReach: Know The Reach of Your Tweets
Curious to know how many impressions your latest tweets have received beyond your own audience? If so,TweetReach is the tool for you. Just enter your Twitter username and click Go to see the following data.
3. TwitterCounter: Follower Stats
Curious how many followers you are gaining for your Twitter account? Check out TwitterCounter for the answer. Without even logging in to their service, you can see the graph for your number of followers, the number you are following, and the number of tweets you send in a weekly to three month view.
4. Tweet Grader: Grade Your Twitter Account
HubSpot has several grader tools, one of which is Tweet Grader. This tool will tell you some basic stats about your account, ranking compared to other Twitter users based on the number of people following you, and an account summary that shows your profile details, including when you began tweeting.