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The Secrets to Comparing and Evaluating Your Most Successful Social Media Channels

January 20, 2015 // By: Michelle McGowan


How to do it and why it's important

You’ve set up all the right social accounts and loaded them with all the right content to represent your brand. Great, but that’s just part 1 of your social media efforts.

Finding the real value in these efforts is impossible without part 2: the assessment. We’ve assembled a checklist to help you gauge what’s working, what isn’t, and what to actually do with your findings and analysis regarding your social media efforts.

Make Some Lists

  • Which social networks are you present on? Rank them in order of how active you believe you are.
  • Which social networks seem to garner the most response from your audience?

You can measure this in several ways:

  • Interactions
  • Impressions
  • Fans, followers, etc.
  • Website clicks
  • Conversions

Based on these two lists, make a preliminary list ranking each network in order of importance for your brand.

Now Ask Yourself...

What are your goals with social media? There’s a big difference between wanting social to help you make sales and wanting social to help get you exposure. Use the answer to help guide your decision.

Here are a few things to consider:

Network with the Most Marketing Maturity

Facebook: If you have the budget to spare, this is where you should put it. It’s easy to chalk up Facebook to simple likes and comments, but there are a million more ways you can leverage the extensive targeting options with ads and promotions. Trying to reach a specific sector of people? Unmarried garden enthusiasts considering a Ford? No problem.

Network with the Most Real-Time Updates

Twitter: Does your business rely on urgency? If you find yourself wanting to make frequent updates and join relevant discussions as they become news, Twitter is the place for you. 

Network with the Most Thought Leadership Emphasis

LinkedIn: B2B companies looking to show their industry expertise can really shine on LinkedIn. Although the followers aren’t quite as prominent as Facebook or Twitter fans, you can bet they’re far more qualified and segmented in terms of their professions.

Every brand is different. The network that works for some may be the wrong place for others to spend their time. Think about where your customers’ eyes are and how to get in front of them. Your best bet is to have a presence on every social platform, but put the majority of your focus on one or two.

Download this free checklist, The 15 Steps to Social Success, for even more information on improving and launching your social strategy.

Good luck & stay social!



Topics: Digital Marketing, digital, Social Marketing, social media, Social Media Marketing