Bridging the Gap between Social Media Performance and Expected Results

Bridging the Gap between Social Media Performance and Expected Results

Posted on 18. Aug, 2010 by in SEM / PPC, SEO, Social Media Optimisation

In a given day, some claims that traffic to Facebook beats the traffic generated from Google. Fact or not, this strongly describes the emerging power of social media in the Internet scene. Most marketing firms or online businesses harness the potential of social media in their advertising campaigns, hoping to generate traffic to their clients or promote product lines. Sadly, with all the hype, most companies fail to recognize that measuring the results of social media is impossible if you do not have the right goals in mind and the realistic plan to achieve it.

Define your goal in using social media for your business. Traditional marketing methods can be easily measured because of the concrete sales or prospect leads in numerical values. But in social media, always remember that it is mainly about human interaction and that is not a measurable quantity that can be easily translated to numerical data. Most online business should understand that the basic result of using social media in marketing is to increase brand awareness and generate conversations or buzz about their products. This does not necessarily translate to sales but they can be good leads to draw attention to your business. You can also center on goal ideas by thinking of your social media as a source of feedbacks and customer service where you can directly interact with actual clients of your business.

Using traffic measurement tactics for social media. Social media can be a tool for generating traffic to your website. This can be readily done by sticking with your traffic program. A traffic program mainly involves having a landing page for all your social media geared hits by setting up traffic codes for traffic sources to know where the hits come from. Looking at the traffic patterns and following where they lead will give you a rough estimate on how your social media campaign is doing for your website or landing page. For a subjective measure like brand awareness and recognition, there are simpler steps in gauging your social media efforts. For example if you decide to use Twitter as a social media tool, you can track how many retweets you get, how many followers you have, how many inbound links the platform has generated to your website, etc.

Social media ROI to some is nearly non-existent but to some who has the patience and ensuring efforts to keep up their social media campaigns, the results have proven helpful for their business. Social media involves work, time, and dedication to truly start giving the helpful results you expect to get out of it.

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  • http://thornecommunications.wordpress.com/2010/08/19/social-media-roundup-august-19-2010/ Social Media Roundup: August 19, 2010 « Thorne Communications

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