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July 19th, 2011, 08:48 AM #1
What is a good test metric for social media campaigns?
- Join Date
- July 19th, 2011
- Sarasota, FL
Been trying to wrap my head around what I have been experiencing, and obviously people have different levels to gauge a successful test. But I just wanted to see what people in general look at for a successful test running on social media like FB and PoF. How many clicks, converts, etc. Been seeing lots of interesting methods.
August 11th, 2011, 11:01 PM #2
Luke, this is a tough one as you can't always quantify the success with social campaigns through clicks and sales. Since a lot of it can get shared the tracking won't track across 2nd accounts or moving a Facebook post to a Twitter post. You can test with something unique to the campaign like a promotional code that is tied to the cart. I know affiliates using that method and worrying about tracking breakage but its dependent on the cart.
August 18th, 2011, 12:58 PM #3
- Join Date
- July 2nd, 2011
Chuck's right about not being able to track everything. You could use a promo code to track or a landing page with a unique URL.
As far as measuring if it was successful, I use:
2) email/newsletter signups
2) visitors to your website
3) signups to your social media account
Pick any one, and compare your conversion rate to your other channels.
November 30th, 2011, 02:04 PM #4
- Join Date
- November 28th, 2011
- Alexandria, VA
Kind of along the lines of what Chuck was saying, a huge part of the role of social media in your efforts can't be quantified in one metric. Visitors may be looking at your social media pages just to get a sense of your reputation- are people saying positive things about this company/product on these forums, is a customer support person responding to problems in a timely fashion, etc.
Simply making sure that any social presence you have reflects positive on what you're trying to offer doesn't have a metric assigned to it, but it just as important as tracking clicks/conversions.
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