Brands can’t measure social media success without knowing their business objective. Brands need to establish goals before the start of a social media campaign and determine what kind of tracking measures they need to implement upfront. Goals may include generating revenue, reducing customer service costs, shifting brand sentiment, improving operational efficiency, cultivating customer relationships or gleaning insight into target markets. It is possible that a campaign in social media has been very successful and created a lot of buzz but failed to achieve the business objectives.
In order to get the most of a social media campaign, it is very important to have the social media campaign aligned with the business objectives and other marketing activities. Social media’s popularity is increasing very fast and not just among consumers. Progressively more brands are seeing the value of social media too and everyone is trying to get their piece of the action. That being said, very few brands have produced unique, mind-blowing social media campaigns. One reason for this might be that most brands still see social media as a ‘free platform’ which translates into brands not being prepared to spend money on creating a proper social media strategy. This is a great pity as a properly conceptualised and well-executed social media campaign not only compliments other marketing activities, but also serves as a platform to connect and engage with current and potential clients.
The important question to ask is when a social media campaign can be considered successful? Does the success of a campaign is social media guarantee brand’s success in overall marketing terms? Answers to these questions really depends on the campaign’s unique goals, but there are some important factors that contribute to a campaign’s success including:
- Integrating the social media campaign with your brand’s current marketing activities and keeping the brand message consistent
- Realising that in the case of social media, the consumer is in charge and not always the brand
- Considering social media as a long-term marketing activity and not a once-off solution to boost a promotion
- Using an employee or agency that is familiar with the brand’s policies and general social networking rules as the brand’s social media voice
There are many more factors that influence the success of a social media campaign but, as always, it is important to lay the right foundation with a detailed social media strategy. When creating a social media strategy the decision as to which social networks to utilise can be overwhelming but it’s important to realise that your brand can’t be everywhere. Many brands jump on the bandwagon for the sake of ‘doing social media’ and create profiles on every social network they come across. These profiles are then left and forgotten about. That is not a social media strategy. Start building on your strategy’s foundation by researching which social networks your target audience are spending their time on and focus your resources there. Secondly, determine what type of content you are going to publish on your social networks and how you are going to engage with followers and fans.
To summarize, a campaign’s success in social media may not necessarily guarantee brand’s success but if the social media campaign is successful and also able to achieve the set goals and objectives, then we can say that the campaign has helped the brand succeed in marketing terms.