I have experienced first-hand the success of using analytics in social communication campaigns. With so many platforms out there for businesses to use, regular monitoring can add real-value in understanding which ones to use, where to invest your money and most importantly, how to reach your customers.
At SCC, I use analytics as a feedback mechanism to update the Senior Team on what’s working on social media and what’s not. For me, evaluation is a vital part of any social media campaign. After spending hours creating a social media plan and then implementing it, understanding the results of the campaign are just as important. So how do you know if the social media plan has worked?
With any campaign, identifying and setting goals is a good way to design the plan and it also acts as a way to measure if the campaign was successful.
This is exactly how the SCC team designed the campaign to launch the new Women’s Business Mentoring programme. Our goal was clear: to achieve new customer registrations and sign-ups to the events programme. These goals were then embedded into every social media post, making sure all the links were directed to the registration page and to the events page, making it simple to track responses and also making it easy for the customer to interact with us. The campaign was a success and in the first week alone, we received 100+ business registrations and two of our events were sold-out! The overall campaign reach on Twitter and Facebook was 100,000+ , helping to raise the awareness of Women’s Business Mentoring across different business communities.
There are a lot of Analytics apps out there but I like to use the in-built tools to gain valuable data of how a campaign is performing. For the Women’s Business Mentoring campaign, I used Twitter Analytics and Facebook Insights. These tools are free to use and give insights on several areas including how many times a link was clicked or the post was shared. All of this information then drives the next campaign and if something didn’t work, I come up with new ideas and adapt it and if another idea worked really well, I’ll put more investment into it.
You can get in touch with William for more information on how to use Analytics by dropping an email to wpaterson@scottishchambers.org.uk
