You launch your campaign, the excitement is high, everyone is on board…Then about two weeks later, the excitement fizzles, the campaign looses steam and you are looking for results.
Are you kidding me… 2 weeks and you are looking for results.
A great social media campaign yielding determined results takes anywhere from 3 to 6 months and depends on the aggressiveness and goals of the campaign. Your impatience and lack of adhering to a social strategy is the reason why most of your campaigns don’t succeed.
Whenever you look to measure ROI for social media efforts, remember to be patient. I know it’s difficult, easier said than done, especially when your bosses insist on seeing results instantaneously. Start with what you have, the situations you can control and also the areas that you cannot affect.
Don’t get hung up on your metrics, how many dollars will I make, will I get traffic, how much will I sell… at least not in the beginning. What you need to measure though is the level of engagement with your ‘X’ number of fans.
Make sure you use your time and energy wisely. Analyze what metrics/KPIs make sense for your product/service.
Social media, if done right, can be classic brand building. But it takes time, time to build credibility, time to build influence, time to build a community. It doesn’t matter what the goal is, it’s not something that can happen overnight!You got be patient, hard working and have the ability to persevere to taste success.
Okay, lets broadly breakdown the results and goals of a typical social media campaign.:
1. Exposure and buzz: Exposure and buzz happen by reaching new audiences and making a repeat appearance in a strategic and relevant way. Reaching the audiences with useful information over and over will start to create the presence and allow audiences to start buzzing. The more you appear in their social networks, the more likely they will start buzzing and help fuel the exposure.
2. Branding: Reinforcing and recreating a brand is also based on repetitive exposure. Determining what the brand is and what it wants socially, will help form the online brand will ultimately help boost customer loyalty, and build the brand. Share industry knowledge and answer questions or help others. This will help you construct your image and over time, the brand will be recognized and understood.
3. Online reputation management: Social media networking can produce reputation management in two different ways such as helping irritated customers or solving problems and using search engines by having their social pages rank well on the search engines and push other results lower in the SERPs. Both creating a presence and letting customers know you have a social presence and they can utilize the accounts as necessary and search engine results, take time and effort to start achieving the goals.
4. Sales and new business: Different types of social media campaigns can have a direct influence on sales (and should if that is a defined goal). A strategic targeted message about specific sales information can be appreciated if done in moderation. The messages can direct users to viewing new products, blog posts, current specials or free offers, which can result in sales conversions. It takes some time to build the reputation and relationships before hitting the audience with a sales message, and then some additional lag time before they actually pick up the messages and respond to the call-to-action.
Give yourself and the campaign 3 to 6 months and you will see what I am talking about.
Let me know what you think by adding comments. To know more on Social Media follow me on Twitter @ajaxjoshi