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Social Media: Your Marketing and Promotional Campaign Compass
Social media channels can help you gauge the effectiveness and audience response to online and offline marketing and promotional campaigns in real time. By monitoring your campaign’s key performance indicators (KPI) and metrics using social media analytics, you can make agile adjustments to your marketing strategies and promotional campaigns based on target audience trends and reactions – as they’re developing. This white paper explains how you can use social media monitoring to track and impact campaign performance using insights gleaned from the social sphere.
Gathering social media data: Know what you want to measure
Before you can leverage the insights you glean from social media research, it’s critical to first determine the objectives, metrics and data that will best shape your marketing campaign’s focus. Having clear campaign goals, detailed user demographics, good social media monitoring tools, and the ability to interpret the conversations you’re hearing are all crucial components.
Shel Holtz, a prominent social media expert and industry influencer, maintains that many companies and marketers aren’t using social media analytics in a focused, effective way.“You have to know what you want to measure and be clear about your business objectives and set them before measuring social media response. You can’t move the needle if you don’t know what will move it. What are your key performance indicators? For instance, are you focusing primarily on lead generation? Brand awareness? The metrics must be tailored to the assignment.”
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