As you probably know, social media tools and platforms have a huge impact on many aspects of business, from customer service and employee hiring to marketing and product development.
But how do you actually know if your social engagement efforts are successful?
Some have argued that it is silly to ask for return on investment (ROI) or to measure things; after all, you wouldn’t ask what the ROI of answering the phone is, would you? Or maybe you would.
My philosophy is that you have to be where your fans and enthusiasts are (if it fits with your goals and objectives). If people are talking about you and you’re not listening, responding and engaging with them, that’s bad business. But if you’re running specific programs, promotions and initiatives that require time, money and resources, you need to be measuring what’s working and what’s not.
Ultimately, I believe in looking at a bigger picture (social, search and email factors and trends) to understand your online recognition and reputation and their impact on your business. But this doesn’t mean you shouldn’t also look at what your specific social media initiatives are doing for you.
While your company should create a customized measurement program that is based on real goals, here are six overall buckets to examine.