Marketing
Measuring the social media results that actually matter
Followers and likes are easy to count, but they rarely tell you whether marketing is working. Here's what to track instead.
It's tempting to judge social media by follower counts. But a growing audience that never enquires or buys isn't helping the business.
Decide what success means first
For a local store it may be direction requests and calls. For a service business, form enquiries. For a new brand, reach among the right audience. Choose two or three measures that connect to your goals.
Track the journey, not just the post
Use tracked links, enquiry forms and simple CRM notes to see where leads come from. It's the only way to know which content is pulling its weight.
Review monthly, adjust deliberately
Monthly reviews give campaigns enough time to gather data, while still letting you shift budget towards what works.
