How to Measure Your Social Media
There are different interpretations on what is defined as ‘successful social media’. Setting goals can help your service business have a point of reference as you begin posting and interacting with your social networks.
Here are 4 questions that you need to ask yourself:
- Do you want more business?
- Do you want better customer service?
- Do you want to have a positive online presence?
- Do you want to Improve employee Retention/recruitment?
You need select 1 or 2 of these questions as the main driver of why you do social media. You can now plan how you’re going to track metrics that are tied to the success of the above questions you’ve chosen.
Your strategy will be heavily influenced by the goals you set.
What Should You Measure?
What’s important, is that you remain focused on a few metrics that are directly related to your goals.
Let’s use building a positive online presence as an example. Your strategy will centre around being friendly and engaging with existing customers. In addition, you’ll point to where people can leave reviews for your companies services. You’ll then measure the amount of positive online reviews you receive.
These reviews can be on Facebook, Yelp, Google, or anywhere. Your goal could be that you want 3 times the amount of online reviews you currently have in a 6-month time span. This gives you a tangible number to work towards.
You can also measure engagement. How many comments, shares or likes are you getting? Set a goal and drive towards it. It’s easy, but extremely important to ensure you’re getting a return on investment from the time spent building up your social media.
Example of Metrics
Here’s an overall look at specific metrics related to these questions.
Goal: I want to get more business.
- Number of new clients per month
- Number of new clients through referrals
- Quarterly revenue
Goal: I want better customer service
- Response time to question and complaints
- Number of repeat customers
Goal: I want a positive online presence
- Amount of positive online reviews
- Number of likes and comments on Facebook
Goal: I want improved employee retention/recruitment
- % of employee turnover on an annual basis.
- number of applications for jobs
All of these metrics aren’t directly measured within social media. But with the right social media strategy, you can see these metrics be influenced.
One of our Jobber Academy articles goes through the best practices of how service businesses use social media. One of the companies we use as an example is Plan: B Cleaning.
They do a great job of improving employee retention and recruitment. They feature their employees, and also show the positive experience of being a part of their team. So when they posted a job, it got a large amount of engagement and most likely created a large number of applicants. In addition, by featuring current employees and many of the other tactics they implement, you would expect for employee turnover % on an annual basis to be affected.
To stay consistent with setting goals, here is a guideline commonly used in business.
S – Specific. You want to be very clear when coming up with your objective. Being specific will allow you to get down to the real reason for setting this goal. Answering Who, What, Where, Why and Which will help you narrow it down.
M – Measurable. Guess what? You need to be able to measure your goal! Just like the examples previously explained. Set goals that can be measured.
A – Attainable. Know what’s realistic for the amount of investment you are putting in. Setting the bar too high will discourage your staff and yourself. Your goal should be reachable, with a little work of course!
R – Relevant. Make sure the goal relates to your business. If it isn’t going to impact your business objectives then you need to rethink your goal.
T – Time-bound. Give yourself a deadline, this will motivate you and your team to accomplish that goal. Timelines create positive reinforcements to implement your social media strategy.
If your goals are Specific, Measurable, Attainable, and Time-Bound, you will have a great start at implementing your social media strategy.
Goal setting should motivate you to get started with your social media. You should know which channels to use, what kind of content you want to share, and what you want to achieve. A little reminder about our info of the 4 different channels:
And about some best practices for the type of content, you could publish.