Social media success goes beyond the “like.” While likes are an important initial step in terms of drawing a target audience into a page, true ROI occurs through goal conversions and audience engagement. There are quite a few Key Performance Indicators (KPIs) that can be used to measure social media efforts, such as: email acquisition, increased web traffic, whitepaper downloads, generation of sales, app downloads, online magazine views, event attendance and e-newsletter sign ups.
Achieving these goals is not easy, but there are a few key practices you can follow that will help. First and foremost, be authentic! It’s important to focus your attention on your audience, and your audience wants to feel like you are genuine and treating them as you would a “real” customer, so avoid the “corporate speak.” Also, if you want people to have interest in what you have to say, you need to understand what it is that they want as a consumer. It’s not always about you! By doing so, you are keeping your relationship with the consumer more of a personal, intimate one, which will show your audience that you care.