Are your social media efforts working? It can be hard to tell if you aren’t seeing the big picture says Jay York, senior social media strategist for EMSI Public Relations.
“People mistakenly focus too much on ‘likes’ and figure the more likes the better,” he says. He believes there is more to it and offers this insight to anyone worried about the effectiveness of their social media efforts:
See follower growth as a long-term game. While you should see growth, don’t compare your growth to other companies, especially well-established brands.
Focus on the people who engage. The people who regularly post, like, comment on and share content “are the people you want to go after,” York says, to keep that engagement going and potentially expose your brand to those people’s followers.
Monitor your website traffic. Every piece of content you share should drive people to your website. Use Google Analytics or in-house tools to tell you what posts and content is increasing your web traffic, and more specifically, where that traffic came from. If you are seeing a great deal of click-throughs, that is a good sign.
Remember that not everything is measurable. York likens social media to a billboard. You pay to put a message on a billboard where motorists will see it, but many of those people aren’t your target audience, and they’ll never buy from you. Still the exposure it offers and how it builds both your name recognition and brand make the effort worth it.