How to Evaluate Your Success with Social
There are numerous key performance indicators (KPIs) you can use to measure social success. The following four, however, are the most revealing: Content Engagement Levels, Consumer Sentiment, Consumer Market Insights, and Business Impact.
Engaging your audience is a challenge. So, how can you become more effective at social engagement? Take a look back at historical data tied to previous engagement. Did you run anything associated with a similar topic last year? If you did, do a comparative between past and current content. Measure the number of shares, untagged mentions or links, and the social interactions. If your click-through rates are going up that’s a good indicator.
A powerful measurement is evaluating consumer sentiment, something that should be consistently monitored. Checking on opinions will tell you exactly where you stand with customers. You can spot shifts in positive or negative sentiment toward your brand. This customer feedback about your product or service will alert you of potential customer service issues or help you compare your brand perceptions to your competitors.
Consumer Market Insights
Do you have new data or insights about your consumers? A great indicator is whether or not you’ve made use of those insights and connected with your audience on a deeper, more meaningful level. Another resource is the “white space conversation” on social media. These discussions don’t mention a specific product or brand, but hold information on consumer preferences, opinions, etc. If you analyze these insights, it can help you create better content.
You should also measure overall business impact. This data can provide important information, such as trust in your brand, customer complaints, or a shift in attitudes about your product features. Facts like these can totally transform your brand, helping you maintain or increase brand relevance, which will give you an edge on your competitors. Social insights can also give you the chance to change a customer’s perceptions or turn a dissatisfied customer into a happy one.
So, is your social successful? If it’s resulting in real revenue; is being used to influence positive change; and is keeping your product or service relevant in a competitive world; you are conducting successful social campaigns. Congratulations.