So, here are 3 ways by which you can measure the success of using social media in your marketing plan:
#1: Brand Exposure
If you use social media marketing, then measuring ‘brand exposure’ is paramount to knowing how recognized your brand has become. Of course, this isn’t going to happen overnight. But once you commit to a well-thought out social strategy, you can do this is by keeping track of site, page and video views, the number of fans, followers, blog and email subscribers as well as looking for data for branded keywords.
By definition, influence measures how much of what you do causes others to take action. For example, when thoughts leaders or influencers express themselves, the chances of engagement as well as the all-important lead conversion takes place. Some of the ways by which you can measure influence are: the extent up to which your content is endorsed or shared, the number of likes, comments and shares of your Facebook posts, the amount of inbound and quality links to your content and finally, the number of Retweets, Google +1s and Twitter comments,
Simply put, engagement refers to the amount of interaction that takes place with your content by means of the various mediums of social media. When you have high levels of interaction, this is proof that people are interested in what your business has to offer. Some of the ways to do this is by the number of new Facebook likes for your posts or pages as well as the frequency of shares as well. Comments, ratings, retweets and mentions of any type should also be taken into consideration.