Measuring success from social media marketing
Sure, we can point at someone like Donald Trump or Ted Turner and say, “here are two really successful guys.” Maybe they are, maybe they are not. How can it be said they are not?
Success is a very personal topic.
A few days ago there was a post by Yet Another Social Media Guru who was giving a formula for success via social media marketing. His list included a few “dos” and “don’ts” but it never really dealt with the heart of the matter: what are your goals?
In his short and elementary post he included a “do not” that many do and from which they enjoy a great amount of success. In his encounter with this author away from the post he did not quite admit his goal was to “get more comments and likes” but certainly alluded to that result. So this poses the question which begs to be answered: what are your goals and how do you measure them?
Quantifying success through metrics.
When advising a client, friend, reader, or listener on a social or marketing method an important first question is nearly exclusive to, “what are your goals and what is it you need to achieve to call this campaign successful?” Not one of them has said, “I need to get more comments and likes on my blog.” In fact it is widely anticipated the most common answer will be, “to make more profit”.
In order to recognize success one must first define success. That definition may be “to increase my orders by 30%”. If so the metrics are simple. Begin with the number of sales you have had on average for the same period and compare your results at the end of the campaign period. On the other hand if the definition is “to get 1000 likes during the period” there is nothing to compare to you simply use that one metric. You either garner 1000 likes or you do not.
The delineation between successful and unsuccessful needs to be clear.
When developing a more complex metric it becomes crucial to know when the tipping point has been reached. The precise moment when success is achieved must be clearly defined. When man walked on the moon that was the tipping point for the goals set forth for that mission. It may have been said, “the trip was still a success because even though the astronauts did not leave the module we experienced landing on and launching from the moon” if those were minor goals.
When thinking about how to measure success your campaign may have many goals:
- To increase storefront traffic by X%
- To recognize an increase in retail profits by X%
- To add 300 people to our email list
So before one starts taking, or giving, advice about success on a sweeping horizon it is important to identify what quantifies as success. Otherwise more damage could be delivered to the reader or hearer than had one simply said nothing at all. Investigate and verify must always be a part of the strategy for winning this digital, guerrilla style attack on marketing in the new millennium.
Know what defines success. Establish a simply and accurate method for measuring results. Never be afraid to change directions especially when the campaign includes social media marketing. When receiving advice from a blogger or an article found on the internet check their credentials and verify everything said. The same goes for this blog post from this social media manager.