Social Media

Social Media Marketing – What to measure and how

Social media marketing may be deemed ‘free’ yet at the very least, you will be making an investment of your time, if not additional resources as well.  Therefore , you need to understand if its working for you. And the greater investment the more critical this becomes.

Last week I joined a webinar by the CIM (Chartered Institute of Marketing) and took away the following which I hope you will find useful.

  • Clearly define your goals – the clearer your objectives, the easier it will be to measure against them.
  • Customer Currency – your customer will ask ‘what’s in it for me?’ and therefore you will need to deliver against one of the following for every communication:
    • Pride (local or some other association)
    • Discount (for sharing the offer)
    • Knowledge (information, tips, instructions)
  • Tools – what, where, who the following will help you collate the information to assess the performance of your social media efforts against your objectives:
    • What – review each of the following:

      • Visits
      • Interactions (ie, conversations)
      • Shares
      • Resulting clicks
      • Conversions
      • Reach
    • Where?
      • Via which social media channels and email
    • Who?
      • Who are your brand advocates
      • Who is sharing your posts
      • The source (ie, where are they coming from)
      • Nurture these people as they are important to your brand

And finally, remember Social Media is a two-way conversation!

If you would like to discuss any of the points above, please don’t hesitate to get in touch – email me at

Kind regards, Alison