It's always a challenge in advertising and PR to determine what results your efforts are generating. With such a wealth of social media to choose from, tracking results becomes even more urgent. You can spend a lot of time and energy on the internet without ever meeting your goal.
- Determine your goal. Are you trying to gain exposure or make sales? Are you trying to provide customer service or maintain top-of-mind awareness? Do you need one before you can do the other?
- How will you meet your goal? Will you have achieved it with more followers, more click-throughs to your site, more questions from customers?
- How will you measure the desired activity? Will you track clicks over time, an increase in clicks, more time spent on the site per visitor?
- What tool provides you with the analytics you need?
It's important to focus on what specifically you want from social media because there's a lot that happens on the internet in one minute as of May 1, 2014