Social Commerce

Reality Check: Is Social Media Marketing Working For You? 10 Questions to Ask Yourself

The cartoonist Tom Fishburne is a thorn in the side of social media marketing zealots, with curative cartoons for delusions of grandeur.


So, it’s easy to take a swipe at Facebook pages for grocery products like Vanish, like your parents turning up to the school disco, but how do you know if social media marketing is working for you?  Here’s 10 questions, inspired by an eConsultancy post on ways to measure social media success.

1. Did your campaign increase website traffic?

2. Did your campaign increase conversion (visitor to purchase/lead (look-to-book ratio)?

3. Did your campaign increase sales (e.g. % sales from social media inbound links vs. paid search, vs. organic search)?

4. Did your campaign increase leads? (e.g. % leads from social media inbound links vs. paid search, vs. organic search)?

5. Did your campaign increase retention (CLV – customer lifetime value)

6. Did your campaign increase customer profitability? (CLP – customer lifetime profit)

7. Did your campaign increase your search ranking?

8. Did your campaign increase PR coverage (3rd party sites)?

9. Did your campaign increase brand metrics (awareness, favourability, intention to purchase)?

10. Did your campaign increase interaction/engagement (time on site, user contributions)?

Chartered psychologist specialising in consumer behaviour, wellbeing and technology. Certified CX professional experienced in Design Thinking. A researcher, writer and speaker, Paul is head of Digital Insight at SYZYGY.

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