Social media has become an important part of marketing campaigns for companies both small and large around the world. It plays such an important role in building awareness, driving traffic, and establishing brand recognition and credibility. Because it’s so important to your overall success, it’s important to have a plan. And it’s important to analyze or evaluate your social media plan on a regular basis.
Here’s what to take a look at when evaluating the success of your social media marketing plan:
#1 Are you meeting your original social media goals? This may seem like an obvious statement however, it’s the first place to start. If you’re meeting your social media goals then it’s time to set new goals. If you’re not, then why not?
#2 Are your analytics telling you everything you need to know? Often, people don’t know how to read their analytics or they don’t look at the right information. Based on your goals, do your analytics help you understand if you’re meeting them? If not, how can you modify your system or update your analytics to meet your needs?
For example, if your social media goals are to drive traffic to your website, rather than to a specific product, page or offer, then your analytics are likely telling you what you need to know because you can tabulate how many visitors come to your site via social media. However, if your goals were to increase profits by 10% via social media and you’re not sending all of your social media traffic to a unique landing page, then it may be tough to tell if you’re achieving success.
#3 Are you using the right social media sites? If you’re not “connecting” or attaining your social media goals one of the reasons may be that you’re simply not on the right site for your audience. The other reason may be…
#4 You’re not providing the content that attracts your audience. Take a look at your analytics. What content generates the most results and activity? What is being completely ignored? Create your content plan based on your audience. Offer value. Test and track results so you can repeat them.
#5 Are you engaging your audience? It’s easy to get in the rut of simply posting links to your online content and commenting. However, to truly achieve your social media goals you probably have to engage your audience. That’s accomplished by asking questions and getting them involved and also by entertaining them. Have fun, be controversial, spark a debate or conversation. If your current social media plan doesn’t incorporate engaging content, questions and interaction, create a new plan.
Most of the time, when you evaluate your social media plan, you’ll see it just needs a little sprucing up. That’s certainly better than a total overhaul. Check your goals, analyze the data and adjust your plan so it meets your needs and the needs of your audience.
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