What makes a social media marketing campaign successful? Is it growth in followers? More engagement on social channels? Greater positive sentiment about the brand? What about increases in sales leads or in sales revenue? Social media success might be reflected in all, some, or just one of these outcomes. Ultimately, however, success is a function of how well the campaign performed in meeting its marketing objectives. Measuring this performance used to be elusive for social media, but as the practice has evolved, so has the means to determine what worked and what did not.
In this course, you will identify the right metrics for measuring and benchmarking social media success across the marketing funnel. From measures of impressions to engagement, to conversion, and to advocacy, you’ll examine how brands and agencies link campaign objectives — activity — and outcomes to assess, test, and optimize campaign results. Additionally, you’ll explore how existing and emerging performance-reporting tools and dashboards help social media managers control dynamic campaigns to best ensure social media success.