Social media measurability is one of the driving elements behind the value of social media.
There are few things that social marketers hate more than hearing the phrase, “You can’t measure social media.” Virtually every single aspect of your social media marketing initiatives is measurable, and it is this social media measurability that can add tremendous value to your business.
Consider other forms of marketing. Has there ever been an initiative or campaign as tangibly measurable as social media? It’s very hard to think of one. The Social Equity that this social media measurability offers can be considerable for quite a few reasons.
Justify Your Costs
When it comes to marketing and advertising, there are some initiatives that we simply have to trust blindly. With the exception of focus groups and questionnaires, it is hard to say whether a particular initiative worked.
When it comes to social media, you can easily justify the costs that it incurs. The ability to measure every single element on social and see exactly how your activity translates into Social Equity means that there is no longer a need to blindly trust an initiative. Justify every penny you spend, and showcase why a certain budget is required.
See Tangible Results
In keeping with the theme of the previous point, every single aspect can be measured in order to ensure that every single aspect is performing.
By incorporating the concept of Responsive Branding into the mix, you can make real-time modifications to your social media marketing initiatives in order to ensure that your program produces the highest possible returns.
Watch Your Business Grow
Another great feature that comes with social media measurability is the fact that you can see exactly how your business is growing online. Of course, Google Analytics provides insights into your activity online. But setting up your Google Analytics Social Dashboard and incorporating the performance monitored there with your other measurement criteria will mean watching how and where your audience is growing most rapidly.
The concept of Social Equity relates to using social media to build your business. As your social audience and results increase, so does the long-term value added to your company.
Everything on social is measurable. There is virtually no feature of a social media program that cannot be measured in some form or another.
What is your favorite measurement criteria on social media? Tell us in the comments below or on Twitter!