As with all marketing mediums, there’s a lot of dialogue and discussion on how to measure the success of a campaign or marketing initiative. Within the social media space marketers, companies and brands have been trying to figure out the holy grail of social media measurement. For many, they try to say that the logical metric is the number of fans or followers that a brand or company accumulates across platforms such as Facebook and Twitter. We beg to differ.
At the end of the day, any campaign, whether it be in the social or traditional marketing space lives, breathes and dies based on how well it ultimately moves the sales meter. While from an analytic standpoint, it’s nice to have cost per impressions and reach costs, we also need to understand that today’s consumer has “constant partial attention”. So, while you may be reaching them with impressions, or having them click on a like button or a follow button - are you really reaching through the clutter of marketing messages and noise that are competing for that consumer’s attention?
In reality, many consumers will click a like button or a follow button because a friend of a friend of a friend of the marketer reached the consumer and told them to click. They’ll click and never look back. So, at the end of the day, you’ve got a false population of fans/likes/followers who could care less about the messages they’re being blasted via Twitter, Facebook and the other platforms in which the brand is trying to engage their attention.
From our standpoint, the real measurement of both traditional and social media marketing success is multi-layered and lies between the actual engagement of those consumers — are they becoming evangelists?, are they engaging with your brand or company?, are you having viable dialogues that bring value to the consumer (and to the brand)?, and - most importantly - is there a positive impact to your brand or company’s bottom line???
How are you measuring your current campaign success? We’d love to hear your thoughts…