Evaluating the effectiveness of your social media strategy is just as important as the strategy itself. Many small business owners forget about this part – don’t let that be you!
- Are your friends and followers increasing? It is very important to remember that an increase in friends and followers does not mean that profits will immediately increase too. An increase in friends and followers does mean you are doing something to attract attention, which is a good thing! If the number is decreasing, it is definitely time to change your strategy. You may be sharing content that is not relevant to your audience.
- Monitor the engagement of your followers. Are your posts and pictures getting comments and likes? Are tweets getting re-tweeted? Do your events have a significant following of people that will ‘attend’? These numbers can be monitored very easily. Make sure to be aware of them. You can also apply various tools (like Google Analytics) to receive deeper insights. Pay attention to which posts and pictures seem to be the most popular – and ask yourself why.
- Analyze what is working for your audience. If you are seeing an increase in sales, consider what it is on social media that could have been responsible for the spike. In other words, what is your audience responding too? Was it a promotional discount or the free shipping option?
The takeaway: you should be regularly evaluating how your audience is reacting to your social media presence. If you are constantly up to date on your social media progress, you will find it easier to identify your strengths and weaknesses.