Maybe because it’s still relatively new or maybe it’s because it’s intangible, but for whatever the reason, many businesses are still skeptical of the positive affects of running a strong social media campaign. The fact is that many people just don’t understand how to figure out how their social media efforts are paying off.
For the biggest of social media skeptics, throwing around phrases like ‘community engagement’ is just not that impressive. While plenty of people understand the benefits of establishing a community online to where you can directly share your content, some bottom-line business owners just aren’t going to care how many ‘likes’ a photo receives. If you’re one of these types, there are other ways to observe the impact of your social media campaign and even ones that provide hard numbers to analyze and use to affect changes in your business.
Some social media websites, like Facebook, include analytics functions built into the user experience. As page admin, you can track your impact to see what your followers respond to. Both Facebook and Twitter allow you to purchase ads that will make your posts more visible, the impact of which are also easily trackable.
Still, tracking Facebook and Twitters just don’t mean that much to some. Skeptics may want to turn to a numbers analysis program like Google Analytics. Like many of the services it offers, Google’s analytics program is free. It can be of enormous help to a business person and especially so when they’re trying to better understand their social media numbers. For example, a business owner can use Google Analytics to track how many customers visit their online store by way of a Facebook ad. That’s just not possible with a hard copy advertisement in the Sunday paper.
Of course, one way to measure the impact of a hard copy advertisement is the coupon. Count how many coupons are collected and you have numbers to analyze and use to modify future actions. Coupons are equally effective via social media. Post a coupon or special deal, your customers will print them out and bring them to the store, and you can see first hand the impact of a social media campaign when done right.