As recently as a year or two ago, businesses of all sizes were having trouble figuring out how to calculate the return on investment they were getting for their social media marketing efforts… or if there was even any return to measure in the first place.
A number of analytic tools are making things easier (in the same way that they’ve made tracking search engine optimization less of a challenge), but it can still be difficult to tell whether your profiles are actually having an impact. Luckily, we have a good rule of thumb you can follow: Look at the average number of responses you get for every tweet, post, or update you put online.
While this certainly isn’t the most scientific approach to managing your social media marketing campaign, it can be a valuable way to measure results. After all, if people are taking the time to reply to you, re-tweet your ideas, or forward posts to their friends, then what you’re saying is making an impact and helping to build your brand. If none of these things is happening – or if they aren’t happening often enough – then you know that you either have the wrong message, the wrong audience, or both.
Sometimes, the best indicators are the simplest ones. When it comes to social media marketing, seeing how often others respond to you is a good way to determine whether or not you’re making a mark.