It’s something we hear all the time: how do I know if my social media efforts are working? If this is a question you’ve asked yourself, you’ll first need to start by deciding what “success” means to you and your agency.
Social media success can come in many forms, and only you can decide what success looks like for you. For instance, is it a high level of engagement on your Facebook page? Is it valuable conversations on Twitter? It is referrals to your website, or is it a high level of lead conversion? Most likely, it will be a combination of all of these. Once you set goals, you’ll know what to measure!
- Forget about hard numbers. You may be used to looking at charts and spreadsheets telling you exactly how successful your other insurance marketing efforts have been. Understand that you will not have such cut and dry information when it comes to social media. People will read your posts, but they may not always call you to get a quote. Remember that brand awareness is a success, and the more people interact with you online, the more aware they are of your company.
- Examine engagement. When an individual has a meaningful interaction with your agency, they will remember it. Take a look at all your social profiles to see how many interactions you’re getting, but remember that it’s not all about the numbers. It’s quality over quantity when it comes to engagement! Facebook’s insights feature has some great tools to see which types of posts are most popular with your fans, and a quick Google search for “Twitter analytics” will provide you with hundreds of options for looking at engagement on Twitter. As time goes on and you manage your social media sites, you’ll know which types of content get you the best interactions.
- Are people talking about you? One of the best things about social media is that it’s so easy to share information with others. Count it as a huge success if your name is coming up in positive online conversations! It can be difficult to catch every single mention of your company online, but you can start by setting up Google alerts and using some other free tools to monitor these conversations.
One of the most difficult things to understand is the idea that social media success is not easily measured with metrics. But don’t worry; once you focus on creating value and interacting with your customers, you will absolutely see results!