15 Questions for Social Media Marketing and Measurement Success
Better connect with customers and attract new business through corporate social media participation by asking these key measurement questions.
Better connect with customers and attract new business through corporate social media participation by asking these key measurement questions.
In order for companies to realize the maximum benefit from social media marketing, there needs to be a reasonable effort to set goals, forecast resources, and manage expectations.
The low-hanging fruit of social proof in the form of “likes,” followers, and friends has a very different value than comments, content sharing, referrals, and other forms of engagement. Many companies (and their agencies) tout superficial metrics as evidence of success. The problem is, associating business value or revenue with 10,000 Facebook fans is a difficult sell in a boardroom.
Understanding the difference between key performance indicators and value to the business in the context of marketing goals can determine success or failure. Depending on objectives, there are a number of ways to measure social media success and it’s important for companies to take a practical and business goals approach to marketing on the social web.
A big step toward a practical approach to social media marketing involves an understanding of customer social preferences and needs along with how the business will meet those needs through social media engagement.
In order to better connect with customers and attract new business through corporate social media participation, here are 15 key measurement and organizational questions worth considering:
Whether a company wants to implement a test case involving a specific social channel and customer segment or there’s a strategic effort at implementing a social business strategy, working through a questionnaire like this can be very useful for effective planning.
While every company and customer base is unique, questions like those above can provide valuable insight into a company’s state of social media marketing readiness as well as provoking new thoughts and direction. The more informed companies are about planning for the social web, the more successful they will be.