Social media is a part of our everyday lives and we’re not usually looking to buy when we’re on these platforms. But this does not mean there isn’t a return on social media marketing. More often than not, consumers are influenced whilst on these platforms even when they are not in buying mode. The question is, how do we measure the success of marketing within social media?
“Digital Marketing First”, is a new thought process which has caused much debate within the marketing world. It has shifted the traditional framework from historical marketing metrics toward a digital space which heavily includes social media and other forms of measurement specific to this.
Social media is different to paid search marketing as people are not necessarily in ‘buy’ mode they are in their “social mode” while interacting with their friends.
Social mode represents massive behavioural differences to buying mode.
Social mode explores behaviour such as sharing, connecting, conversing, complaining, praising and ignoring. This means that hard selling is likely to get that “cold calling response”. A softer approach is more fitting for marketing to those in social mode.
Here are some metrics that should be looked at for social mode marketing:
This should be the first area you look at for social media marketing activity. Each social media has different data available. Facebook for instance gives you the ability to gather email addresses, demographic details and if analysed correctly psychographic data. Understanding what is valuable to your brand and how that can be used to convert customers will assist with your ROI. Content may be the king of media but in advertising, data is the boss.
Social media can play two types of conversions. The first is an instant transaction. The second is interaction that may lead to the pathway of conversion which is an indirect influence. Both must be compared to get an accurate view of social media performance.
Your content needs to be up to scratch. You must know the type of content your consumers are after and the ways to respond. If you harness the intended functions of social media, like: tagging, sales, customer service, brand development, conversations and thought leadership, you can truly optimise your content and learn what really drives results.
There are models in place to monitor the traffic that is generated from your social media outlets. This can help you direct where to place your resources for ideal responses.
It is important to understand your goals and what you want to achieve on social media as it allows you to develop relationships with your target market. But don’t forget, your most valuable asset is your website, the only online asset you own.
Your website goals should align with your social media strategy to achieve success.
Enter the URL of any landing page or blog article and see how optimized it is for one keyword or phrase.
April 9, 2015
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