Social media is a brilliant tool for marketing, comms and customer service teams. The insights available through the platforms means you can record every action, but what performance metrics should you be tracking to meet your goals?
First things first, let’s define what we mean by brand awareness. Brand awareness is the degree to which consumers recognise and recall the name and images associated with your goods or services.
This in effect means that your brand is differentiated from others in your market or sector and is likely to play into their buying decision.
This is one of those questions that we get asked a lot and we can understand why. These terms are often used interchangeably causing confusion about the difference between them and ultimately making accurate analysis of your social media activity much harder!
Hands up if you’ve ever been asked the question “What impact is social media having on our business?” or perhaps “How is social media helping to drive sales?” A key element of any social media manager’s role is to report on social media performance to the higher powers-that-be and ensure that efforts are successfully contributing to the wider business goals.
More often than not when discussing the performance of social media channels, organisations will refer to the number of likes and followers, however this is not a true indication of how successful your social media efforts are performing. Ultimately, to evaluate the success of your social media activity you need to identify the channel specific objectives, what are you hoping your social media to achieve? From marketing communications, delivering social customer service, through to driving sales of a new product, social media can play a vital role.