Monday 22 January 2018

Networks for business: Recalibrating the measure of success

Paul O'Mahony

'THE things that get measured are the things that get done," was Michael Labeouf's famous saying. This adage applies just as much to a business's social media strategy as to anywhere else in business.

So what should you be looking to measure to define the success or failure of your current social media strategies?

The list can be extensive but here are some to at least get you on the right track.

* Reach: How big of an audience see your posts?

* Engagement: Once you send out a post of any form, it is vital to check what level of interaction that post received through responses, shares and clicks.

* Talking About: This measures the level of interest and discussion about your company over social networks. Listening to conversations about your business and industry allows you to become involved in the discussion to find potentially interested clients.

* Sentiment: This looks at whether your business is receiving negative or positive reviews over multiple social network channels.

* Click-Through Rate: This is a measure of the number of people who saw your post who then went on to click on the link to your website, and therefore is a gauge of interest.

Sunday Independent

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