It is important to first of all determine what the objectives of your social media activities are. There are also a few generic measures one can use to measure its social media impact;
Sentiments
This will capture overall sentiments expressed by fans or followers. If the comments and responses they tend to post are more negative than positive, it is an indication there is something wrong. More recently, there has been a feature called “reactions” on Facebook. This allows fans or followers to express how they feel about posts.
Possible contribution to sales
Primarily social media marketing is not meant to increase sales, however, there is a high probability of a boost in sales. In cases where an organisation extends its promotional activities from offline channels to its social platforms, some targets could be set to determine what proportions of sales are coming in as a result of the promotions online.
Engagement
This measure looks at the number or percentage that saw your post and reacted to it by way of comments, likes or shares. Engagement on a company’s social media page is an indication that the content resonates with the fan base and this has the potential to trigger inquiries and sales.
Today’s post was adapted from an answer on Quest, a Q&A forum for the business community.
Source: Servled
