3 Steps to Measuring Social Media Effectiveness
Blogger: Janet Kobobel Grant
I don’t know about you, but I often wonder if what I’m doing online is accomplishing my goals. Here are a few ways you can measure your effectiveness.
- Record your Klout Score, True Reach (how many people you influence), Amplification (how much you influence people) and Network Impact (how influential your audience is) on a spreadsheet each month. (All available through Klout.) As you announce a new book or try to get people to move from Facebook to your blog, you can track how well your “campaign” worked. For example, one writer found that increasing tweets from 2 to 5 each day and guest blogging made the biggest difference in her Klout scores. Note: Klout measures your external social media presence, not your revenue stream.
- Be aware of your website traffic. Google Analytics is the best way to measure how effectively you’re driving people to your site via social media. (The reason you want to increase traffic is because people can’t read your blog, find out about your books, or interact with your brand without coming to your website.)
- Open a Google Analytics account.
- Click on the Traffic Sources tab.
- From the Social drop down menu, select the Overview page.
- Record on a spreadsheet visits and Visits via Social Referral.
3. Know your conversion rates. One of your prime goals should be to engage visitors to your website to such a degree that they will sign up to regularly receive your blog posts or to receive your e-newsletter. Gathering this data is very important to building your lists. Publishers are impressed if you have 30,000 individuals receiving your e-newsletter, but the only way to get to that number is to start building.
Once again, this information is available through Google Analytics.
- Open your Google Analytics account.
- Select the Traffic Sources tab.
- From the Social drop down menu, select the Conversion page.
Record Conversions and Conversions Value into your spreadsheet. At first the numbers are likely to be low, but remember this is a building process.
All of these measurements allow you to understand how your social media efforts are working–or not working. It’s hard to measure marketing efforts, as any publisher will tell you, but these methods are great ways to figure out what your social media contacts respond to.
Have you tried any of these measurements before?
Does this seem like a good plan or just something to complicate an already overloaded schedule? (Be honest! Okay, I’ll go first. I hate doing this sort of thing, but the insights are invaluable.)