Leanne Hoagland-Smith. | Provided photo~Sun-Times Media
One of the advantages of social media is the built in metrics. Each social media site has their own analytics that can support you in using that site with greater efficiency.
This weekly online business column, as published by the “Sun Times/Post Tribune,” has a variety of social media buttons. Anyone can quickly see how many times the column has been:
• Liked by Facebook
• Pinned to Pinterest
• Shared with LinkedIn
• Promoted to Google Plus
If you have a Twitter account, you can easily see how many followers you have or how many you are following. Facebook has its own dashboard to monitor your reach within this social media website and even sends you a weekly update of your activity. You Tube shows how many likes or views your video has received.
Then there is Google analytics to track traffic to your website. Another website analytical tool is CPanel that is embedded within the website.
No longer can even crazy busy small business owners say they do not have time to monitor the results of their social media marketing efforts. Sales Coaching Tip: In any marketing if you fail to monitor your results through your metrics, you are wasting your limited resources of time, energy, dollars and emotions.
What is also happening is social media is creating a cascade and even viral marketing effect. Through social media sites, there is a cross pollination where one Tweet can be retweeted several times or picked up by multiple individuals. This sharing of social media efforts begins to impact other marketing efforts and increases your overall marketing metrics. This cascade can be seen through tools such as Alexa.com where you can overtime observe the upward or downward inbound marketing trend to your website.
Monitoring your social media metrics demands a schedule and a commitment to maintain that schedule. Since 2005 when I first started in social media through article distribution and writing book reviews at Amazon, I have monitored my inbound marketing results.
Each morning I capture the following data in less than five minutes:
• Number of Followers and those Following on Twitter
• Number of articles submitted to EzineArticles.com
• Number of unique visitors to my website
• Number of RSS feeds viewed
• Key search words
• Amazon ranking for Be the Red Jacket hardcover and ebook
• “Bitly” clicks for Be the Red Jacket URL at Amazon
• Number of Signups to various lists within my website
• Free PR opportunities
• Alexa ranking worldwide and US
Recently I have begun to monitor LinkedIn as I have been using this social media site for prospecting. What I am now measuring is:
• LinkedIn Profile Views for the last seven days
• Trends for the last 90 days
• Total views for the past 24 hours by name or identity
• First, second and third degree connections who viewed my profile
• Locations of those who viewed my profile: Local, USA and International
• Number of invitations to connect
The time to track this data is under two minutes. So in less than 10 minutes I can quickly view the results of my social media marketing efforts. I also have some other monthly numbers I capture as well.
Overtime, these marketing metrics begin to tell a significant story. I can see where and when progress has been made especially when aligned to overall sales results.
So whether you as the mid-size to small business owner or sales professional monitor your social media efforts or you hire someone else to do it, remember these sage words:
“If you cannot measure it, you cannot manage it.”
I hope you are enjoying this monthly thematic approach to these business building columns. September’s 2103 theme will be workforce with a variety of topics small to mid-size businesses are experiencing. Thank you for your continued reading and sharing support.
P.S. Shout: Farm fresh produce is available at Jansen’s Michigan Fruit Market in Hobart and Johnson’s Farm Produce in Valparaiso.