Why Do You Need To Track Engagement on Social Media?

June 13, 2013
More marketers are using social media to reach a wider audience as well as spread brand awareness faster and more effectively. Compared to other types of online approaches, social media platforms allow advertisers to target the right audience and focus more on campaigns that will lead to increased customers and sales. It is equally important to track social media engagement to determine how well people are responding to offers and advertisements. You can improve the way you communicate and captivate the target market by observing their responses to hashtags and forging relationships online.

The Main Advantages

1. Real figures

Marketers will know the exact number of people reached by their updates on social media platforms. They will get accurate numbers such as the total impressions made, the overall reach and the increased number of followers. After each marketing campaign, it is essential to compare previous figures with the most recent ones to determine the campaign?s effectiveness. You can check how quickly the hashtag information has spread to relevant users in a span of one day or one week. You can compare the recent campaign with previous ones to determine if new techniques and strategies worked as you expected. Having real numbers will eliminate the guesswork and provide you with clear details on the methods that you should retain as well as those that should be eliminated in future campaigns. In this graph reflecting activity on the promoted hashtag #TheHero, for instance, we see that it garnered some 400 tweets during its first hour, peaked at 12,000 tweets and then averaged at 200 per hour for the next two days. engagement1

2. Real feedback

The use of metrics and analytical tools to track engagement on social media will also give you honest feedbacks. You can monitor the replies and comments of relevant users on hashtags, new products and promos to see if these serve to their advantage or not. Read both positive and negative feedback so you can make the needed adjustments in future campaigns as well as retain the approaches that work well for your target clients. You can track what people are saying exactly about you by doing a search on Twitter or by entering the hashtag into an analytics toos, like so. Also communicate with customers to show that you care about their needs and can improve on your weakness. The idea in communicating is to find solutions to their concerns.

3. Speed of forwarding information

Tracking engagement on social media also gives you an idea how quickly the message has been passed to relevant individuals. You can see spikes and drops on a graph over span of 24 hours or 7 days to see if people are truly interested in the new information. You can see the total number of shares and how many impressions were made during the first day. Some types of hashtags, promos and marketing techniques will increase in trend quickly while others gain momentum over the next few days. You can also see poorly performing campaigns and adjust immediately.

Managing Your Reputation

Social media tracking tools and programs generally work to improve and stabilize your reputation online. The way you market your company or brand should appeal to target customers, based on their needs and requirements. When business owners and marketers keep track of existing and previous campaigns, they can create new solutions and introduce methods that worked well for previous clients. The progress should be evaluated regularly and new schemes should also be used to maintain the interest of online users as well as gain more impressions in the future. Learning about the sentiments and responses of customers in actual figures can lead to successful marketing campaigns every time. Quantifying the use of social media will provide you with a standardized framework to determine the effectiveness of each social action or hashtag.

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