When considering implementing a social media marketing campaign, determine the resources the business is willing to dedicate to the effort. Social media marketing campaigns must align with other business objectives and such efforts need to have buy-in from senior management and relevant stakeholders. Said stakeholders must understand that social media marketing operates by different rules than traditional advertising. Therefore, measuring the effect of a social media marketing campaign will differ from measuring the effect of a traditional advertising effort.
Before entering into a social media marketing effort, it must be understood that social networks operate on the premise of user generated content. The ROI of social media marketing is not readily measured as with a traditional advertising campaign. Concepts of ROI must be adjusted to accommodate for the fluid nature of social networks. For example, social media marketing campaigns rarely translate into an immediate increase in revenue. On the surface, the casual observer may not recognize the impact of the social media campaign on brand visibility and perception. Metrics for monitoring and tracing a successful social media marketing campaign may include number of “Likes” on Facebook, number of page views or numbers of new Fans added over a period of time to your brand’s page.
When defining a social media marketing strategy, consider the metrics that will be employed to measure the success of the effort. The strategy must also include ways to convert those Facebook “Likes” into actual customers. Consider special promotions offered only to the social media platform users who are Fans of your site or another way to make the conversion from user to customer.
Managing Your Brand’s Reputation
Counting Facebook “Likes” or Fans of your brand’s page simply are not sufficient for managing a social media marketing campaign, however. It is important to understand how your brand is perceived by users. Conversations between users about products and services may enhance your brand’s visibility or may harm your brand’s reputation. When developing a social media marketing strategy, attention must be paid to dealing with negative comments and reviews prior to logging on one day to find that your brand’s reputation is at risk. Read more about social media marketing.