It’s a relatively modern problem, and indeed a first world modern problem. A person can feel unloved when they update their Facebook status with what they think is a wry, witty observation, only to have no one “like” it. Gauging the popularity of a point of view via Facebook is a fairly common occurrence, and the billion or so Facebook users often use the facility as a tool for sharing things that they like and that are important to them. Using Facebook as a marketing tool is an idea that has existed for almost as long as the site itself, with businesses using it as a means for engaging and interacting with customers in a direct way that was previously not possible, not even on Facebooks widely acknowledged predecessor, Myspace. Many businesses attempt to used the medium to position themselves as something that is “liked” and shared by as many users as possible. When using social media for marketing purposes, it can be difficult for a business to gauge just how effective these strategies can be, and whether the end result is an acceptable return on their investment (ROI). But how exactly can a business, large or small, measure the ROI of their social media efforts?
Small Businesses and Large Businesses
For many small businesses, the idea of an actual investment in social media is a negligible concept- they limit their activities to Facebook and Twitter updates, and these updates are usually performed by staff members as part of their day-to- day duties. Larger businesses generally take a more specialized approach, and employ social media professionals to handle online marketing with a more dedicated approach. Job advertisements for these types of roles can be infuriatingly vague- requesting an online marketing dynamo who can utilize social media to obtain results. Just what these desired results are, and how results will be measured is something that’s not usually detailed.
Measuring Success on Facebook
While it’s extremely easy for a business to see how successful they might be on Facebook, with the number of page and status “likes” and “shares” it can be difficult to translate those details into actual purchases or even customers who go on to browse the businesses offerings, whether online or at an outlet. Purchasing advertising on Facebook is really the only way to get actual figures, since they offer a conversion tool for paid advertisements that will let you know the number of people who clicked on your Facebook advertisement and who were then subsequently redirected to your website.
The Difficulties of Getting The Data
An understanding of web analytics in relation to your businesses own website will allow you to get a clearer idea just how much of your web traffic was a result of your social media presence, although this is hardly precise. There are other facilities on offer that will allow you to get more detailed data about the effectiveness of your social media efforts, although this is usually about the utilization of a Pay Per Click (PPC) program. While obtaining relevant data can be an involved process, the art of social media as a marketing tool that can be converted into actual acquisition of customers is an increasingly necessary tool for businesses of all sizes. A specialized social media partner such as Starmen USA can provide you with all the assistance needed to maximize your social media presence as an effective marketing tool.Author's Google+