Social media requires a sizeable investment in terms of your time. To better understand what value your social media pages add it is important to understand how to measure your return on investment. What should we be looking at to better understand if our social media presence is adding value?
Are likes and follows important?
Having a large community of followers is an important aspect of your social media presence. However, it is important to understand the relationship these followers have with your page. This means that having a huge following is not the most important aspect of social media. You need your followers to interact with your brand.
The value of engagement.
Having an active social media space is great for your brand. This can create a community of brand activists that will carry your brand with them after they have logged off. Engagement also allows your brand to spread through to the friends of your followers. This is a valuable and cost effective way to reach new customers.
Do you add value?
For your brand to be successful it needs to add value to the lives of your customers. In terms of social media, this means that you need to create content that is useful. Creating quality content promotes healthy, positive engagement. This healthy engagement is a great way to measure the effectiveness of your social media.
The bottom line
Understanding what you want to achieve through your social media networks can allow you to better understand how you can measure your success. It is important that you analyse your networks in a holistic manner, this means looking at deeper engagement. Great content creates long term value for your brand.