What factors make a social media campaign successful?
Social Media success starts with ONE VERY important factor: GOALS!
Measuring success is entirely dependent on having well defined objectives. The metrics to watch and the factors to pay attention to are predicated on what the business is looking to accomplish.
- Is it branding and awareness? Measure reach, network size, and social shares. Set a baseline, set a goal, and measure success.
- Is it lead generation? Measure total incoming leads, proportion of qualified leads, and number of leads converted to sales. Set a baseline, set a goal, and measure success.
It could be sales, customer service, product innovation, or employee engagement, there are so many possible outcomes that to give an all encompassing answer would be difficult.
But beyond actually attaining the stated goal, it’s often worth asking yourself “what did we learn?” Sometimes it’s not where you succeed but where you fail that ultimately provides the most value.
I’ll say this though, if you are embarking on the journey to make social a way of doing business, setting goals alone is a good indicator that you’ll be successful.