21/08/2022
Social media marketing is wonderful and complicated at the same time.
Why?
Well, it can do a LOT of things. Here are just a few...
-Decrease Customer Service Cost
-Build Brand Trust & Make a Great First Impression
-Increase Web Traffic, Email Signups, and Sales
-Build Brand Loyalty
-Expose Your Brand to New Faces
While social's extensive capability makes it very useful, it also makes it hard to measure results.
See, it can be easy to measure vanity metrics, such as likes and followers, when your goal is something that neither likes nor follows support. For example, if your goal is to grow revenue.
To truly measure results, you have to tie metrics (e.g. engagement rate) to business goals (e.g. build brand loyalty).
Let's go with the revenue goal again. In this case, the best possible metric to measure is direct conversions from social.
If you aren't able to do that, then the next best metric would be web traffic - if you have an online business.
The bottom line: even though there are LOTS of things social can do, pick ONE and measure metrics related to it. Keep evolving what you do UNTIL your target metric is improving.