How to Track Your Social Media Efforts

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If your small business is taking advantage of social media to engage with customers in hopes of growing your business, how do you know if your efforts are paying off? The truth is, it can be hard to tell if all the work you’re putting into growing your social media following is worth the investment. There is only one way to know for certain: you have to measure it.

The purpose behind measuring your activities on social media is to enable you to figure out what you are doing that is working (and therefore should continue doing) and to find out what you’re doing that isn’t bringing you any positive results (and should therefore be improved or eliminated).

Ongoing analytics help familiarize you with how your customers are interacting with your updates generally and more specifically, analytics are the way you get a feel for how your company is perceived in the marketplace. For example, you want to know what people are saying about your brand, your company, and your products. Are people complaining about your customer service or are you seeing a lot of criticism about the quality of one of your products? All of this can help you improve and provide better service going forward.

General Analytic Tools

There are a few simple tools that you can use that will help you know when people are talking about you online. Google Alerts will happily shoot you a quick email anytime someone mentions you or your business anywhere across social media, blogs, and websites. This will give you a chance to respond to any concerns or just join in the conversation.

Social Mention will also track whenever any of your keywords pop up on any of more than 100 separate social media sites. It is similar to a search engine, but it specializes in social media.

If your intention with social media is to drive traffic to your website, then you will want to keep track of the number of clicks, URL shares and conversions that you get as a result of your social updates. Google Analytics is one of the best tools for measuring the traffic that is coming to your website. In addition to telling you where your traffic is coming from so you know which links are getting clicks, it will tell you what people are doing once they get to your site. In other words, after they consume the content they clicked on, are they staying on your site and looking around? If they aren’t, that could be a sign that you need to add more attractive/interesting content to your site so people will want to stay longer.

Tools for Specific Platforms


If you want to keep an eye on specific social media platforms, Hootsuite and TweetDeck both provide simple ways to monitor Twitter without requiring you to scroll through hundreds of individual Tweets.


Facebook provides its own analytics tool called Page Insights. It’s handy if you want to know more about your audience and how they are interacting with your posts. As soon as your Facebook Page gets at least 30 likes, you’ll be able to use this feature.

Booshaka is a service that tracks and collects every time a customer interacts with one of your Facebook ad campaigns.

Centralized Analytic Tools

You can combine all of your social media tracking efforts on a single dashboard like Quintly. They give you a neat overview of your Facebook, Twitter, Google+, LinkedIn, as well as several other types of social accounts.

If you want to keep an eye on your RSS feeds as well as Facebook, Twitter, and YouTube, you can use a dashboard service like NetVibes.

With a little planning and one or more of these helpful tools, you’ll be able to keep on top of your social media efforts without feeling overwhelmed.

Tess PajaronWith a background in Business Administration and Management, Tess Pajaron currently works at Open Colleges, Australia’s leading online educator. She’s also interested in branding and digital media.

From Zero to Thousands: 5 Steps to Get Your Social Media Up and Running

It’s guest post day here at Duct Tape Marketing and today’s guest post is from Rachel Wisuri – Enjoy!

Social Media

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Maybe you’re a new business, or maybe you’re an older business who recently decided to get active on social media. Regardless, you face the same problem: how do you build a successful presence on social media when no one on Facebook, Twitter, Pinterest, or Instagram knows who you are?

Below, I’ve outlined 5 steps to get your social media channels up and running.

1. Choose the channels that work best for YOU

Not every social media channel will works for your business. As the Community Manager for a test-prep company, I’ve experienced that firsthand. Pinterest for test prep? Not the most efficient use of my time. (Have you ever heard your friends say, “Oh I saw the most amazing pin about math formulas today”? No? Didn’t think so.) So first, choose the channels that are right for your company.

How? Figure out where your customers already hang out. Set up a Mention or a Google Alert for your company’s name, and find out where conversations about you are already happening. (Or, simply ask your customers what their favorite platforms are!) You can also consider the demographic information for each channel and try to match that up with the demographics of your customer base.

2. Define your goals

As marketers, we know it’s much better to be able to track and define your success with hard numbers. Once you’ve chosen some channels, it’s time to set up your metrics for success. That will help you see if your hard work is paying off and help you decide if you should continue to invest in a channel that is not working as well as you’d like.

Some things to consider when setting up your metrics goals (a.k.a. how will you define success?):

  • Is getting a lot of followers your main goal?
  • Do you want to increase mentions of your brand online?
  • How important are likes, re-tweets, comments, and engagement to you?
  • What is your goal for response time to customers’ questions and comments?
  • Are you trying to increase clicks and drive traffic to your website?

3. Tell everyone you know.

Great, now you’re set up on the best channels for you and have started making your profiles look awesome. But you still have the same problem: no one is following you. :(

How to fix it: start an online conversation with your current customers to get the ball rolling. Move your existing customer base to your social media channels. Email them, put your account names on your business cards, and scream it from the rooftops. By driving their focus to your social media accounts, you’ll start to build a quality follower base that already likes you and what you have to say.

4. Think like a human being, not a social media robot.

Don’t just promote and talk about yourself. Don’t allow your conversations and posts to be one sided. When you act like a human being via social media and use it to interact with other human beings, you’ll be able to reach new potential customers and people who are genuinely interested in what you’re selling.

Engage in conversations like you would with your own friends — “like” relevant comments and statuses, and start conversations with interesting people and companies.

5. Provide useful information to your community.

Now, I’m not saying you should never talk about yourself, but do so in a way that will benefit your community. What are their main concerns? What do they need help with? This comes back to knowing your customers.

Now that you have these 5 steps under your belt, it’s up to you to upkeep your brand new follower relationships and make them last far into the future!

Bonus Tip: people love contests and free stuff, and your followers are no exception. Engage your new social media community by promoting fun competitions. Got some company pens or t-shirts to give away? Create a contest for your followers and promise the winners swag! They might even brag about it to their friends, which just equals more and more mentions for you!

Good luck and happy Tweeting!

My author photoRachel Wisuri is the Community Manager at Magoosh, an online test-prep company in the Bay Area. There, she spends her time making sure the Magoosh community is happy, healthy, and growing. In her free time she can be found eating peanut butter, listening to the Beatles, and lounging in the park.