Analyzing Social Media Marketing Impact

Social Media Marketing is a global phenomenon. It’s much more than Twitter, FaceBook or Linkedin. There are millions of users communicating about products and services. Social Media is branding your business, products or services. The impact of social media can be measured by using web analytics tools. It is critical to develop KPIs for social media analytics to gauge the ROI of the time investment necessary for successful social media marketing.

Social Media marketing will continue to be a top priority for marketers. The ability to integrate social media marketing into every aspect of marketing campaigns is important for long-term success and increasing brand awareness. Contrary to popular belief, email marketing will continue to be a marketing medium that drives fans, friends, customers, and visitor to new information.

Remember our top 6 key steps for a successful campaign:

1. Research your opportunities to leverage social media marketing that consistently will reach your target audience.

2. Develop a strategy that outlines your business goals, purpose, metrics, and acceptable ROI.

3. Identify your organization’s Social Media Marketing Champion to carry the charge.

4. Identify your organization’s channels for a successful campaign.

5. Measure the campaign.

6. Remember that Social Media Marketing does not function independent of other marketing efforts. It impacts search engine optimization, pay-per-click, email marketing, banner advertising, and website performance.

Social Media Marketing: The “Hot Button” for Marketers

We have worked with numerous clients providing web analytics reporting, search engine optimization, search engine marketing, and more. More recently, social media marketing has been the “hot button” among many prospective clients. We have three specific points regarding social media marketing:

1. Clearly outline your business enterprise guidelines, policies, and rules of engagement. This will help you to develop a standard form of communication and the ability to hold contributors accountable for comments or their actions.

2. Social Media Marketing does not exist in a solo. It is more than Twitter, Facebook, Linkedin, or YouTube. Social Media Marketing is everywhere.

Figure 1 Email Signature

Figure 2 Email Marketing Campaign

3. It’s up to the business to analyze which social media tactics are helping to achieve the business goals and objectives. The only way to measure social media is through analytics.