You don’t miss what you can’t measure
Companies that dabble in social media, with no real way of measuring success, will be left frustrated by their efforts. The much used term ‘joining the conversation’ is something that can be meaningless in terms of the measurement of goals. Focussing your social media marketing on brand engagement or lead generation through the use of promotions, allows very precise tracking of success metrics.
The focus on conversion, whether that be the number of times a campaign drives consumer engagement (interactions) across web and social channels, or the number of leads generated through a range of call to actions, is the goal of the campaign. Be sure to use tools that provide the end to end process and tracking from promotion creation, distribution and call to action conversion.
Goal management is the life and blood of future investment in social media marketing, so make sure it is central to the way you assess success.