There are two ways to measure illustrated by two of my relatives.....
- one has to weigh every single item of ingredient....let's call her my dear Aunt Scales
- one just seems to know how much ingredients goes into a recipe and can't write it down, just says a bit of that, a glug of that .....lets call her my mad Auntie Scales
Both are delicious cooks but there again...both have years of experience....
Measurement of social media is like that at the moment. In a sense I don't understand why....of course if you are playing with social media as a way of exploring then being related to Auntie Scales is fine...But if you are a brand wanting to use social media - then you need to be part of the Aunt Scales family unit of measurement, you need to repeat the recipe of success and understand the ingredients of a social marketing campaign.
In fact I would argue that social media unlike other media, can give you accurate measurement of return on investment, return on influence, return on sales.....
There are 10 simple steps of measuring social media marketing
- Decide what is your goal - increase sales
- Decide what success would look like - sales increase
- Decide the amount and timescale - by 5% by end of July
- Then decide on how.....offer, trial, facebook ads, thought leadership
- Then decide on how social media can help - tweet a daily offer, blogging on ideas, interviews on podcast with offer of trial etc etc
- Measure through the links
- Refine
- Measure
- Refine
- Continue on meaure and refine journey until the end of July
The key is not starting with social media...it is about deciding what your goal is....then how social media can help take you towards that goal of your marketing strategy.
Auntie Scales maybe be easier...but you can only achieve that through years, decades of experiencing failure...and in business that is not an option.
Find your brand recipe, find the ingredients that make your brand the favourite to be "consumed"
