B2B Monday Myth: Social Media Isn’t Measurable

by MGB2B

B2B Social Media Measuring TipsThe Myth: Social Media Isn’t Measurable.

The Truth: The Question Isn’t Whether Social Is Measurable, But What Specifically to Measure.

Here’s some good news: social media is one of the most measurable marketing approaches. The bad news: there is no single metric that determines your overall success. Sounds discouraging. But just because you can’t snap your fingers and find the magic number doesn’t mean you can’t get incredibly useful analytics – data that can help you generate quality leads. So, how can you use your findings to build awareness, connect with customers, and ultimately bring in money for your company?

Here Are Three B2B Social Media Measuring Tips to Get You Started:

  1. Assess the right social media metrics: 
    • Demographics: Your audience offers a whole host of metrics that can help you measure your overall success on social media. Using each channels’ analytics (more on that below), you can determine what your audience is interested in, their ages, locations, and more. This can help drive your social media advertising efforts and guide your overall content program, too.
    • Engagement: While growing your network should always be a goal, the number of people who are interacting with your content is key. Quality is better than quantity when it comes to social media. And your followers won’t stick around and engage if your content is lacking. Engagement levels on each piece of content you post can tell you which types of content and what topics resonate most with your audience.
  2. Utilize analytics tools: Measuring your reach and engagement manually can be daunting. Individual social media channels like Twitter, Facebook, and LinkedIn, all have easy-to-use analytics tools through their websites. You can also employ outside third-party services to track these metrics for you, such as Google Analytics or Klout. The more robust the program, the better.
  3. Understand how people move from social media to your website: How do you turn your social media insights into action? You can utilize Google Analytics to track the traffic from your social media sites to your website. The data can tell you which social media platforms are the most effective and what content best resonates with your audience. For example: If you are sharing the same white paper across Twitter, Facebook, and LinkedIn, but find in Google Analytics that the only conversions are coming from LinkedIn, consider shifting your strategy on Twitter and Facebook to focus on other forms of content.

Measuring your social media correctly is worth the time and effort. It helps you fine-tune your strategy to drive more engagement and add new prospects into your sales funnel. And your analysis can help your content department determine what will work best. Assessing the success of your social media can add value to your company in more ways than one. Time to start fine-tuning!

 

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