Want to know how to evaluate your buisiness’s performance in social media? Is your time and effort getting acceptable returns? Andrew K. Kirk, of Social Media Examiner, has 4 goals you should be tracking to ensure a positive social media ROI.
1. Brand Recognition
Obviously, you need people to be aware of your business. But the more people know, the more likely they will become active members of your online community.
Track your growing popularity with Klout, which gives you a social influence score based on your performance across multiple social media sites. Log your score each month and think about what actions you took during that time frame. Soon, you should be able to pinpoint what positively and negatively affects you online presence.
Just as people need to be aware of your business, people also need to visit your website. Visitors will likely learn more about your business directly from your site than from anywhere else.
With Google Analytics, you can easily track visits and discover what is affecting those.
3. Repeat Business
Any business needs repeat customers to thrive. For your online presence to thrive, you need visitors to return to your site and stay longer.
To track loyalty, you can customize Google Analytics and then do a little math. Well worth it in the end.
The previous steps don’t necessarily translate into an improvement in your bottom line. Afterall, the effort you put into your online presence better be worth it. You should know the ratio of overall visitors to your site to conversions. You should also know the correlation of social media activity to conversions and the source for the majority of your traffic that converts.
Again, Google Analytics has you covered. By setting up some goals and tinkering a bit, you’ll soon have all the data you need to measure your goals and get the most out of your time on social media.