Research shows that a whopping 93% of marketers are using social media services worldwide now. Marketers are now increasingly using social media for their campaigns and relying largely to manage and monitor them for engaging with audiences, creating and publishing relevant contents, and accessing the potential customers.
In this article, I am going to describe in detail how to manage and monitor social media campaigns effectively and how to track the results of your social media campaign.
What is Social Media Campaign Management?
Social media campaign management includes the process of an overall campaign on social media that includes creating, publishing, and analyzing organic and paid content on social media profiles aligned with business objectives.
While managing social media campaigns, you need to engage with audiences and influencers on various social media platforms such as Facebook, Twitter, Instagram, LinkedIn etc. This process can also include tracking your social media performance against competitors.
Businesses now prefer using social media to manage and nurture relationships with customers because it enables them to respond to any review, and inform and entertain their target and potential audience base with customized content.
Recommended reading: How to Measure the Success of Social Media Marketing Campaigns?
Why is Social Media Campaign Management Important?
It is evident that the companies who can effectively integrate the social networks in their marketing campaign plans can expect to get a growing audience base with a strong customer engagement. For this, running a mixture of paid and organic marketing campaigns is essential.
The algorithms keep getting changed for the social networks. That is where paid marketing campaigns can help reach new profiles of customers. While organic campaigns can be an excellent method for maintaining great customer relationships and nurturing your audience, paid campaigns can be used to amplify your organic contents such as videos and blog posts, or promote an offer that is doing a good conversion on other marketing channels.
Studies show that more than 4.62 billion people use social media worldwide. So, this is a great opportunity for the marketers to bring on the game with their campaign management strategy and target the right audience base.
However, managing social media campaigns for businesses is often a time-intensive process. That is why, many companies choose to automate their tasks and go for different social media tools.
Read also: Why Digital Marketing is important in Healthcare Industry
How Can You Track the Results of Your Social Media Campaign?
Evaluating social media campaign performance or results is pretty crucial. And for this, there are numerous metrics that marketers can consider. However, the key to measuring your campaign success is ultimately dependent on your goals and what you actually want to achieve.
With so many social media tools available, such as – Facebook Insights, Hootsuite, Buffer etc. – you can choose your preferred one that integrates with all your social channels in order to track the results of your social media campaigns. Depending on your goals, here are a few key indicators that you need to focus on with greater importance.
Track your campaign’s engagement and reach
If your campaign’s ultimate goal is to increase brand awareness or create a buzz for the new product or service that you have launched recently in the market, you should regularly track your engagement rate to get an idea on how the target and potential customers are getting engaged with your campaign.
Because the engagement rate shows clearly how many users have interacted with your content by either liking, commenting, sharing or saving it.
In a similar manner, when you track the reach of your campaign, it necessarily means that you want to drive traffic to your website or sales page for your brand. By tracking reach, you can get the idea about the amount of people who see your content.
It is also important to take note, a post that has been shared by your followers from your sales page or website, may be seen by many more people than the one promoted just by your company itself. Thus, this can help increase the reach of your campaign.
You can learn more details from here: A Detailed Guide to Social Media Audit
Monitor your campaign’s conversion rate
Perhaps the most important metric to monitor your social media campaign is the conversion, which refers to the percentage of how many social media users perform a desired action after encountering your content.
For example, if you are opting to drive online sales, you will want to measure and compare the number of people visiting your site from your social media channels versus those actually making a purchase.
However, take note that there is a term similar to social monitoring which is social listening. We will discuss elaborately on these in our upcoming discussion points. Just take note that, understanding the fundamental difference between social monitoring and social listening is important to track the conversion, however, the terms are often used interchangeably which is not correct actually.
Consider your campaign’s response rate
If your business goal is to build up an engaged community or foster customer loyalty, you need to respond to your desired community’s input to your campaign in a timely and sincere manner. Carefully observe how responsive you are to your followers’ feedback, Moreover, speed up the quality of your replies to the follower base’s questions, comments, and feedback.
Analyze your content properly
You need to do in-depth analysis of your content. Try to find out if there are some patterns of your contents for which the posts are receiving the most engagement. Also, you need to figure out the topics that drive more conversation or interest than the others. Overall, qualitative analysis for your contents is very much crucial for adjusting your campaign’s messaging or tactics accordingly.
Learn more about: How to Find Content Ideas For Social Media.
Let’s Take A Deeper Look – Social Monitor Vs Social Listening
As we have previously mentioned, social monitor and social listening are often used interchangeably. But there are actually some differences between these terms. From a high level, their processes can seem to be similar, but they are actually done at different scales.
So what’s the difference between social media monitoring and listening? Let us take a look at the comparative discussion below:
Social media monitoring refers to identifying brand mentions on a micro scale, while social media listening actually occurs on a macro scale to determine how the customers are talking about your brand, products, and the particular industry — including the competitors.
To track the conversion, social media monitoring is usually the first step. But to be actually successful, it is important to take the next step by using social media listening as it can better serve the customers through the implementation of changes which are based on the audience insights.
Social media monitoring offers a short-term solution. For example, if your customers complain about something and you are responding to the customer complaint, you are just reacting to what your audience is saying. Thus, you are providing them a short term solution.
On the other hand, social media listening is a proactive process aimed to create a long-term solution. It makes changes that are derived from customer experience insights. For example, social media listening can work towards fixing a repetitive complaint issue in such a way so that people do not have to face the same problem again. In this way, it offers a long term solution.
How Should Brands Use Social Media Monitoring & Listening?
Brands should use both approaches to succeed in the long term. A good combination of social media monitoring and social media listening can provide great service and help the brands better understand their customers.
This is because social media monitoring can ensure customer care, while social media listening can be used to gain valuable insights about customer sentiment regarding your brand and industry. So rather than only choosing to engage in social media monitoring, brands should take the next steps to integrate social media listening as well to address customer posts and mentions limitlessly. This will also increase the ability of your brand to identify and implement long-term changes that can better serve the customers.
Now that you know how you can manage and monitor the social media marketing campaigns, you must be confident enough to make your move forward for your brand or business. If you have further queries, do not hesitate to ask in the comment section. If you need further assistance, digiSocial is here to help you with all of your social media solutions.
After reading this article, if you are thinking of avoiding the social media marketing mistakes for your brand, you can take a deeper look in there.