Social Media Optimization: Checking the effectiveness of each of your campaigns
It is a bit baffling these days with so many social media campaigns. Which ones should you use, and which ones do you understand? New ones come out every month too which adds to the complexity. Some are better for targeting younger folks, while Facebook is great for the 40-60 year old age segment. There are several analytics you need to understand when comparing social media venues.
(1) What is the cost of growing a particular campaign?
Do you spend three times the effort growing your Twitter campaign as your Facebook profile? Is your Stumbleupon or your Google+ a little faster to grow? Pay attention to how much effort goes into growing each type of campaign. On the other hand, if you really like a particular campaign, you will enjoy growing it which is another factor to consider.
(2) What types of results do you get after spending “x” amount of hours?
If you spend 100 hours on Twitter (did you count the hours?), how much gain did you get in your SEO? Can you measure that?
(3) What types of results did you get with $100 of pay-per-click on various mediums?
You can see how many clicks you got, and if there were any conversions that lead to traffic to your sales area in your site or actual purchases.
(4) How do you judge the quality of a click?
Not all clicks are created equal. Some lead to new followers, while others lead to sales. There are endless metrics you can use to compare click quality. If you are just starting out with a new network you can looks at: (a) How long each visitor spent on your site in seconds, (b) How many pages the average new visitor spent on your site. I learned that Facebook was better for one of my blogs while Twitter was better for another. So, there is no right answer. There are only answers that are right for specific situations. Also, consider which particular blog article you are promoting. Each different article will get different analytics, so get at least 40 clicks before you compare. Most new visitors will only skim your articles. Only a few will really read. The point here is to find out what percentage of your new followers will do some serious reading and clicking around.
(5) Sometimes the posts that did well on one network will do well on others
I noticed that some of the posts I had which did well on Google did well on Stumbleupon. We’ll see how that pans out in the long run. It is a little early to tell.
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