There are some doing it well, but it’s a still challenge many companies face. To be more specific, it can be difficult to measure its success. I’m a big advocate for going back to the basics, and first really understanding what the goal is. I was reading an article “B2B Social Media Metrics Need to Match Goals”, which supports this same notion. The article summarizes the results of a survey for measuring social media success, as seen in the graph.
Here are a few simple questions I tell people to keep in mind before defining success in the social space. It’s basic, but I find helps frame individual goals to identify true ROI.
- What are you company objectives?
- Do you have specific sales, service, or communication goals?
- Do any of the social media outlets support any of those goals?
- How do those outlets support those goals?
- How do those outlets measure up to the traditional methods of achieving your goals?
- Do you define success on how social compares to traditional, or on how social adds value?