Many businesses understand the importance of social media writing to interact with customers and share valuable information to prospects. However, sometimes it is easy to get lost in the habit of social media and forget about evaluating its success. If you want to make sure the work of your social media writers is getting noticed, you need to learn ways to find out if your social media is producing the results you want.
What Are Your Objectives?
Before you can measure the success of your social media writing, it is important to understand what your objectives are. Some common goals for business social media include increasing brand recognition, engaging your current customers, improving your searchability and sharing information about your company. Without these goals, there is no way to determine if your social media is succeeding.
Choose the Right Social Media Sites
Once you know your objectives, you need to determine who your target audience is. Not all individuals use every social media site. For this reason, you need to focus on social media sites your customers are more likely to use. For instance, if your readers aren’t using Facebook, there’s not much point in wasting time writing posts for this platform. Instead, you may want to focus on Twitter or LinkedIn. Likewise, if your social media writers aren’t creating success with one social media site, it may be time to try another.
Check a Variety of Factors
In order to determine how well your social media writers are doing, you need to look at specific factors relating to your social media. For instance, to determine if your social media is driving targeted traffic to your website, look at the sources of the traffic and whether there are increases in sales coming from those sources. You should also look at the level of interaction you see on your social media sites.
Use the Right Tools
There are many tools available to help you weigh the success of your social media efforts. For instance, brand metric tools can show you how likely people are to recommend your brand. Watching how these metrics change over time can help you see if your social media writing is performing as it should. Talk to your social media writers about any other tools they typically use and recommend for measuring success.
Activity Levels Can Show Success
In addition to using tools to measure your social media success, you should look at various activity levels that relate to your social media sites. This activity goes beyond how many of your posts receive responses and how many people respond. The conversion rate is an important factor that can show you how many visitors are clicking through to your website or making a purchase. The number of page views and followers can also be a clear indicator of your success. Comparing these numbers before you start using social media and after can show you how valuable social media writers can be.
Social Media Is about More than Clicks
Some businesses measure their success based on the number of clicks their social media generates. Unfortunately, this isn’t always the best method. You can drive a lot of traffic to your website without considering yourself an online success. The goal is for those clicks to turn into sales for your business. This means you need to focus on your social media writing to provide valuable information to your followers. When you create compelling content for your social media site, it will encourage them to visit your website, especially when they need what you have to offer.
Measuring the success of your social media writing is necessary to ensure you are making the right choices and driving traffic to your site. In addition to driving traffic, it is important that a significant portion of that traffic converts into sales, boosting your bottom line. Learning how to measure your success with social media will help you guide your social media writers in creating the content your readers want.
If you are looking for help with your social media writing, contact us. We can help you effectively reach your target audience.