You’ve successfully created one or more social platforms for your company and even built a loyal community online. You’ve made tracking your social growth a priority and now you’re ready for more! It’s time to launch your next social campaign (contest, giveaway), but what do you determine the objectives and keys for success?
Figure out your objective of the campaign. This part is important because without an objective, you won’t be able to drive the overall strategy. An objective is the reason WHY you’re launching this social initiative to begin with! For example, is it to drive brand awareness? Increase engagement? Get more fans and followers? Although each company’s campaign initiative will be different depending on the idea, make sure you choose one (or more) that you want to achieve!
State how you’ll measure success. Also known as Key Performance Indicators (KPI’s), these metrics are what you and your team will use to measure success with the campaign at hand and what will ultimately help determine your goals. Make sure that your KPI’s align with your overall objective. We suggest looking at Comments, Shares, Likes/+1s to start, but other indicators to think about include:
- Overall views & unique views
- Time spent on your site/page
- Engagement rate on social platforms
- Contest entries
- New fans, followers
- Newsletter/email opt-ins
Set goals for your campaign. At this point in the process, you need to develop a set of goals which will help determine a return on investment (ROI) after. To get you thinking, talk with your team to understand how long the campaign will run for, what will drive traffic to the campaign (including a specific number of posts/tweets and possible paid support), what are possible conversion numbers (entries, shares) and how much fan growth is expected.
Once you’ve completed all three steps, you’ll be able to better track your campaign online. Repeat this several times and you’ll add an economic value to each indicator to truly help you measure the value of the initiative in relation to how much you’ve already invested.
Got questions? Let us know below!