ABOUT THE CONTRIBUTOR

Danielle MacInnis
Danielle MacInnis Danielle thinks like a customer. Even as a little kid she has always shown deep empathy for others. Dan uses this customer insight to help small businesses create practical marketing strategies that work. Using this customer centric approach and her 20 years experience in sales and marketing, Dan takes what is in your head, adds her expertise to create a system to assist you make better marketing decisions, attracts a regular stream of ideal customers and creates a brand that your employees and customers will love!

Danielle MacInnis has written 68 article(s) for us.

Visit http://www.macinnismarketing.com.au

Twitter: @/danmac30

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How Do You Measure Social Media Outcomes?

April 2, 2013 | Danielle MacInnis

Social media useage can become all to time consuming and overwhelming if you are not measuring outcomes.  In business the rule is ‘if you can’t or aren’t measuring it – don’t do it’.

These days far too many business owners waste valuable hours online with absolutely no idea of how effective or if they are even achieving additional benefits that will make their business more successful.

So how do you measure your social media outcomes?

This is an interesting query – because in my book social media has several purposes.

  • Build a community, tribe, group – so numbers, attrition, new members is an important measurement
  • Likability – engagement, shares, comments, forwards is a measure
  • Take action – attend events, buy services or products, contact

These are my key actions, so what then should I be measuring.

With my clients I always start with a benchmark. Where are we today? This way over 12 months you can see how you have achieved each of these key purposes.

Social Media Measurement

Step1. Start with a benchmark. The simple start might be how many people subscribe, like, follow, join your social media profiles. You can have two measures here, your company profile or your personal profile. I started with company.

Step 2. You can use something like Sproutsocial, Hootsuite, Tweetdeck, or Nimble to assess the level of engagement with your brand (personal or company). This gives you an indication of whether they are engaged with you and to what extent their engagement is active.

Step 3. Work out the conversion. Conversion could be how many connections lead to work, potential partners, media coverage, business suppliers. Whatever your measurement list is.

Today as marketers we need to be not only people who understand our customers and the value of the products and services we offer but measure our marketing effectiveness.

Do you use another method to measure your social media outcomes?  If you do leave a comment so other readers can also learn from the resources and tools you find useful.