Login

Measuring the Success of Social Media Marketing

An error occurred trying to load this video.

Try refreshing the page, or contact customer support.

Coming up next: Trends in Social Media Marketing

You're on a roll. Keep up the good work!

Take Quiz Watch Next Lesson
 Replay
Your next lesson will play in 10 seconds
  • 0:00 Measuring Social Media…
  • 0:57 Tracking Metrics
  • 3:22 Using Social Media…
  • 4:04 Lesson Summary
Add to Add to Add to

Want to watch this again later?

Log in or sign up to add this lesson to a Custom Course.

Login or Sign up

Timeline
Autoplay
Autoplay
Create an account to start this course today
Try it free for 5 days!
Create An Account
Lesson Transcript
Instructor: Danielle Reed

Danielle works in digital marketing and advertising. She holds a bachelor's degree in English and an MBA.

Learn about the metrics that are important in measuring the success of your social media marketing efforts. We also explore options for monitoring your brand online with a social media analytics platform.

Measuring Social Media Marketing Success

When you run a race, you measure your success by your race time. When you make a meal, you measure your success by the amount of leftovers. When you take a class, you measure your success by the grade you earn in the class. But, how does this apply to social media efforts? There are so many statistics available it is difficult to know which number truly measures your success.

Tracking numbers on social media is called social media analytics. This practice of gathering data from social media sites to make business decisions is important. Patterns and relationships in data indicate which of your social media marketing methods are effective. Remember, social media networking tools allow you to share product information and create customer loyalty.

Metric tools are used to measure the impact of social media marketing promotion on business revenue. There are many metrics available. We will go over the ones you should be looking at to measure success.

Tracking Metrics

The first metric you should consider is number of views or impressions. How many people are seeing your posts? Look at your own newsfeed: you'll see examples posts about sales, information about happy hours and trivia nights, and even news about the companies you like. When you see these posts, this counts as an impression. This is the number one metric you should pay attention to because views lead to sales. The entire purpose of spending time on social media is to get your name out there. This is a type of ongoing analytics which tracks activity on your social media account over time. Your average number of impressions should be increasing on all platforms. You find these numbers by looking at each social media account you maintain.

Customer engagement is another metric. How many people are responding or reacting to your posts? Just like you check your Instagram feed to make sure you are getting enough likes on the latest posts of your dog, companies wait for you to engage and notice them. Social media is all about creating a buzz about your company or brand. There will be weeks where engagement is higher. You want to see high engagement on posts that share newsworthy information with your clients. This information is available on each social media account you maintain.

Additionally, consider page views. How many people are visiting your company's website? Social media should increase the traffic to your site. People should be curious enough about your organization to visit your site for further information or to make a purchase. This information is available on Google Analytics, which tracks all of your site traffic.

Yet another metric includes sales. Track your company's sales on dates that you post relevant information on social media. Let's say you post a discount code; did your sales boost that week? You should see a change in sales when you create buzz on your platforms. Patterns and relationships in data will indicate which of your social media marketing efforts are most effective. If none are, it's time to change tactics. This information can be measured by looking at daily, weekly, or monthly sales numbers.

To unlock this lesson you must be a Study.com Member.
Create your account

Register for a free trial

Are you a student or a teacher?
I am a teacher

Unlock Your Education

See for yourself why 30 million people use Study.com

Become a Study.com member and start learning now.
Become a Member  Back

Earning College Credit

Did you know… We have over 95 college courses that prepare you to earn credit by exam that is accepted by over 2,000 colleges and universities. You can test out of the first two years of college and save thousands off your degree. Anyone can earn credit-by-exam regardless of age or education level.

To learn more, visit our Earning Credit Page

Transferring credit to the school of your choice

Not sure what college you want to attend yet? Study.com has thousands of articles about every imaginable degree, area of study and career path that can help you find the school that's right for you.

Create an account to start this course today
Try it free for 5 days!
Create An Account
Support