Panagiotis Leontios

Digital and Social Media Marketing – The importance of ongoing monitoring (part VI)

In Business, IT on 05/05/2016 at 11:16 am

ongoing monitoring#1 | Introduction

In this last chapter we are going to talk about the importance of monitoring and learning from your engagements. It is not surprising and it still does happen that businesses will go out to social media networks, spend a lot of money and at the end of the process have no idea whether they have been successful, or seen any benefit or actually any return on their investment. Campaigns do not work in isolation. Campaigns do need to be a part of a plan and that plan should necessitate that you learn from and reflect upon what information you can take from your buyer persona in relation to your content. All of your social media networks of significance provide feedback; provide data that can be used to improve, to modify and to change direction if necessary for a campaign. They can also be used to compare with others and they can also be used to understand what the buyer persona is responding to. All of this means that it is worth time and effort to analyze the data that is available to you possibly right now. There is a lot of data out there and ultimately it is the understanding of what social networks provide to you and being able to understand from the social networks what you need to do next.

The biggest focus of social media marketing is that we promote our solution online and we reach out consumer online. That is why this strategy is very important for us because we can analyze social marketing campaigns which we can order and assign to our team members and then we can analyze the effectiveness, the return on investment even with the smallest budget to reach the targeted people that we want and it is important to use those channels which work best.

A weekly meeting in the office is a good practice to make sure that you are reviewing activity quite regularly, it is important to review things quite a lot. In a new campaign that goes live you should tend to log in to new statistics every day but you can see a more full effect especially on overall traffic levels or organic search levels on a more longer term basis so you can have key statistics that you can pull from your online tools across the business on weekly basis and have that catch up in your marketing meeting which allows you to make decisions on whether you continue to invest in certain areas or invest in something new, and try something else because something is dropping off. I would say weekly is a good standpoint to have from a monitoring and evaluating point of view.

Monitoring is definitely an ongoing process. We could be having monthly reports for this process. First of all you could be asking from different departments responding from social media, reporting from websites, reporting from the campaign, from the planners’ part that is, and you could also have one project manager analyzing data and trying to find results from different platforms. One negative of digital advertising platforms is that they are not a lot of synergies between them. There are huge competitors like Facebook and Google so they are not allowing third parties to connect figures. What you have to do is take the results of different platforms and try to translate them in one report coming from you so that there is no golden rule or platform taking all in one and this is the worst thing online. When it is a PPC campaign you should do it every day, for SEO on a weekly basis and for content it is every hour because you have to see how competitors and funs are responding, and especially if you are using social media for customer service, you have to be there.

See the rest of the article, including the following contents:

#2 | Understanding of social capital

#3 | Accessing data in Google Analytics

#4 | Accessing data from Facebook

#5 | Accessing Data from Twitter

#6 | Using spreadsheets to analyze and populate reports

#7 | Learning from digital results

#8 | PPC reports


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