Measuring success
Once you’ve got your social media accounts up and running, it’s time to measure the success of your endeavours and to do so, Fraser has put forward that there are several clear indicators that are measurable.
“For example, ‘is the online sentiment positive or negative?’, ‘is there an increase in positive on sentiment over the course of the campaign(s)?’, ‘has there been an increase in enquiries about an organisation or its services?’, ‘has there been an increase in sales direct attributable the campaign?’, ‘what effect does the social media platform(s) havee on employee engagement and social cohesion sion within an organisacial organisation?’, ‘has the social media campaign led to amplification of stories across different media platforms helping reach new audiences or customers?’. stomers?’.
“These are just ust a few of many,” says Fraser. aser.
While a large e number of positive correlations tions to the aforementioned ed factors would certainly be a cause for celebration, lacklustre results do not necessarily call for a cause for despair, especially for businesses sinesses who are just now startingting their social media plans.
Goon explains s that social media is not an overnight night fix for businesses to boostost sales and will take timee and investment before fore tangible results can be expected.
“Set your expectationsco right. No one is going to o buy your product the moment they see it on your Facebook page.
“It takes
Set your expectations right. No one is going to buy your product the moment they see it on your Facebook page. It takes time to build trust and when trust is established, then you can think about the sales. Krista Goon co-founder of Redbox Studio
time to build trust and when trust is established, then you can think about the sales.” In addition,, she also notes that ‘likes’ on social media accounts also do necessarily reflect the success of a campaign if its main objective is to drive sales. “Most people think that a
Aefforts. huge number of likes is important. To an extent, yes, a high number of likes signals popularity BUT likes don’t necessarily translate into sales or revenue.
“It is easyeas to “like” a page because it doesn’t need a big commitment from your fan. It’s muc much harder to turn the “like” into an actual pu purchase.”