How To Gauge Your Social Media Marketing Performance

It's a great thing if your brand is posting regularly on social media. However, it's equally crucial to be able to judge how well you are doing. This allows you to adjust your marketing strategy if necessary. The following article outlines how you can gauge your performance.
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Refer back to your social media plan and goals

The thing is it's impossible to assess how well you are doing generically. One brand's success is going to look quite different to another. Therefore, the first step is to refer back to your social media plan and goals.

You should then judge the success of your digital marketing on this basis. So, this means zoning in on which metrics are most relevant to you. For example, if one of your key metrics is referral traffic to your site, then you should review your social media results on that metric.
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Measure your average engagement per post 

When reviewing your performance, you shouldn't get carried away with viral posts. Your social media isn't necessarily working just because you had one good result, and it may not be failing if you didn't. So, what you should focus on is the average engagement you are getting per post.

Again, this will be based on the metrics that are most relevant to you. In the interest of not sugarcoating things, if your engagement level is consistently low then it's not working and it needs mixing up. Some of the best ways to get the data you need include looking at Google Analytics for referral traffic and delving into social media analytics for all the other key data. It's also a good idea to track data in a spreadsheet so you know exactly where you stand.
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Review your performance across social media as a whole 

It's important to not get too obsessed with individual digital marketing platforms and to have a wider look at your performance. If you are getting the results overall it may not matter so much that one site is lagging behind the others. Equally, it's worth noting that not everything is immediately obvious from the data. So, you should always leave room for some human instinct.

Obviously, if you are in a situation where overall your social media is not working. You may need to have a deeper dive into where the problems are. But as ever, the keys to improvement are often around having a consistent strategy, being active and engaging your audience. So, that should be the starting point to review.
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Summing Up… 

Social media marketing may look easy a lot of the time. However, there is always more that goes into it than is immediately obvious. Remember it's not enough to just post all the time, monitoring performance and adjusting your strategy based on results is always crucial.

Remember to refer back to your social media plan and goals, measure your average engagement per post, and review your performance across social media as a whole. CreateWhen you do those things, you will surely be on top of your marketing strategy.