Measuring Success: Important Metrics for Social Campaigns


Thanks to social media, it’s easier than ever before for brands to create awareness on a number of subjects. However, it does require some strategic effort to yield desired results.

If you’re the type of person who frequently publishes status updates and hopes for the best, you’re doing it wrong. The most successful social media campaigns involve brands engaging in meaningful conversations with others across multiple networks in real time.

When creating a strategy for your business’ next social campaign, consider the following metrics to measure success.

1.    Share offers with people expressing ‘intent to purchase’ rather than ‘normal brand buzz’


Instead of pushing marketing messages online, a more successful strategy approach is targeting the right people who express an interest in purchasing your business’ product(s) and/or service(s). For the best interest of a particular campaign, be careful which users you initiate conversations and share special offers with.

Do: Share special offers to users who express intent to purchase something related to the offer itself

Don’t: Share special offers with users who don’t express any interest in what the offer entails

2.    When sharing content, remember “quality” is better than “quantity”

Establish your small business as the industry’s top source of quality information by publishing interesting content. It’s best to create a “tell, don’t sell” environment so readers won’t feel overwhelmed with sales-y, brand-restricted content.  The most engaging types of content marketing include blog posts and eBooks. Be sure to pay attention to how you’re providing information for your readers. Attractive formats include anything from quick how-tos to top 10 lists to FAQs.

3.    Monitor customers’ reviews about your products and/or services

Customers love to share their positive and negative experiences online through review sites like Yelp, InsiderPages, Yahoo! Local, etc.  It’s important to know how customers associate their experience with a business.  If customers have a positive experience, they may choose to share it on an online review site. A great way for a business to show appreciation for a positive review can be by rewarding them with an exclusive offer.  If the customer shared a negative experience, it’s important to respond with a sincere apology on behalf of the business and possibly invite them back to the business to create a better experience.

Measuring a brand’s impact on social networks can be a complex and vague maze to navigate. However, intent-based marketing, quality content marketing, and sincere online reputation management can make social campaigns easier and more rewarding for a business owner.

If you’re interested in learning more about successful social media campaigns, contact SocialCentiv. Our Twitter marketing software sifts through real-time conversations and helps small businesses initiate meaningful conversations. 

This post was written by SocialCentiv Contributor Kristina Kopplin.