Measuring the value and impact of organic social media can be one of the hardest marketing types. This is due to the nature of where this type of marketing typically sits on the marketing funnel. It tends to be higher up in the funnel.
Just like with any type of marketing there is a funnel that is created and consumers move through with your brand. It’s important to note that the metrics we are about to note below are just the organic social media metrics within the funnel of just organic social media. Often consumers move from one type of marketing funnel to another type of marketing. In other words, they jump funnels. It’s not natural for someone to move through from beginning to end of your funnel with just one form or type of marketing. This is why multi-channel marketing in multiple channels is important.
It’s like attending a networking event and having conversations. You don’t expect to close clients at networking events. You expect, like with organic social media to start relationships and intrigue new and interesting conversations. Because of this measuring items such as traffic driven directly to a website or even further down the funnel for actual conversions is difficult. In this blog post, we want to talk about what you can measure.
First, let’s talk about how to measure and an acronym that always comes up is S.M.A.R.T goals.
Is the metric you are attempting “specific”. Do you know exactly what you are measuring?
“measurable” can you actually measure the metric?
“Achievable”, something that we are always shooting for metrics above what everyone else thinks is possible. So we might not follow this one, LOL.
“Relevant”, is the metric you are looking to measure relevant to the campaign that you are running?
“Time-bound”. Is there a time frame that you can measure the metric within and achieve it?
With S.M.A.R.T goals in mind let’s review organic social media metrics your marketing agencies should be measuring.