No matter what event catering website you’re on, or what kind of blog/article you’re reading to figure out strategies for making your event a success, you’re going to stumble upon social media often. A little too often, to be honest. Facebook, Twitter, LinkedIn, and all their siblings are being used today by laymen, and used rather easily. This tends to imply that using social media for promoting your event would be a piece of cake. But, that’s not true. Putting up blogs, posts, and tweets sure looks easy, but it doesn’t lead to the fact that it’s just as efficient. If you want good promotion, you’ll have to track the ROI of Social Media, and we’ll tell you how.
- List Out Your Goals
You can’t get out there and start posting memes and comics randomly. If you’re using social media, you have to have a set of objectives that should be fulfilled by these platforms. Mostly, businesses use social media to create brand awareness, because you’ll have the entire world as your audience. Facebook pages allow call to action buttons, and you can always use your social media profiles to redirect people to your website. This way, traffic redirected to your website and overall mentions of your brand can be tracked easily. When you’re expecting people to click on your website’s link, be clear as to what should drive them to the website – sales, surveys, registration, or downloads.
- Use Google Analytics
If you want the cheapest and easiest way to measure your social media performance, it has to be Google Analytics. Actually, scratch cheapest, Google Analytics is absolutely free. You can figure out how much traffic is each social media platform redirecting to your website. You could be a little careful with Instagram and Snapchat, though, because they don’t necessarily drive traffic straight back to your website, so numbers can get tricky with these two.
- Track Your Outreach
Platforms like Facebook and Twitter have insights sections that let you track your reach and the impressions your posts leave, meaning, you’ll know how many newsfeeds was your post pushed into. Graphs will show you in terms of crests and troughs about the kind of content that made it big amongst the target audience and which one took a sweep. This way, you’ll be able to make a note of the content that works for you and the one that doesn’t.
You can also make use of tools like Pulsar that allow you to measure your brand’s “share of voice” around the web by tracking their brand mentions. But, bear in mind, the deeper you want to dig into your mentions, the more expensive it’ll be because the top tools are usually paid.
- Look At The Numbers
Keep a monthly track of your community – your fans, followers, blog and newsletter subscribers, registering users. Once you collect this data for over a year, it’ll be easier to notice patterns as to what months are usually busy and what pass by quietly. You can use Sprout Social to collect all your engagement figures for you and download these reports.
- Try Pixel Tracking
Google Analytics and even Facebook offer Pixel Tracking, a feature that lets you track exactly where your conversion traffic is coming from. This way, you’ll be able to figure out exactly the kind of ROI the platforms are getting you.
Physically making reports to track social media effectiveness might sound stupid, but it’s absolutely necessary that whenever you try something for promotion, you keep a constant watch on the results, or you’re simply wasting your time and resources and also, in some cases, money.