How to Tell if your Social Media Marketing is Working

POSTED: January 12, 2016 BY: CATEGORY:

You’ve been plugging away at your social media marketing for a while now, but do you know if it’s actually working? Unlike other forms of marketing, it can be difficult to measure the impact of your social media marketing efforts as they often don’t translate into direct sales.

Even though it might be difficult at times, it’s definitely not impossible to tell if your social media marketing is working. Here are a few ways you can gauge the results of your social media marketing strategy so you can tell if you’re heading on the right path or if you need to make a few changes.

Quantitative results

Many businesses choose to evaluate their social media results using quantitative data. This can include:

  • Number of followers
  • Number of likes and shares on content
  • Number of website visits from social media referrals
  • Number of comments on posts
  • Number of sales resulting from specific social media promotions

Tracking the metrics and evaluating your numbers on a regular basis can give you a numerical measurement of how you are doing and lets you set easily identifiable goals for your social media marketing.

Qualitative results

These are harder to measure than quantitative results but they are just as important. Evaluating your qualitative results often means looking at the language that is used when people talk about your business. Are the words they are using to describe you in line with your core brand values? If the results are way off the mark you may need to look at your branding and adjust your marketing to change the way that your brand is being perceived.

Return on investment

Your social media return on investment (ROI) is an important metric to track as it tells you if you are spending too much on your social media marketing and getting good value for your spend. If you work out how much you are spending on social media marketing (don’t forget to factor in your time as a cost) and how much it is bringing you in terms of sales you can figure out whether you are getting a good return on investment or not.

Tracking your social media marketing results is essential if you want to make sure you are on track. By monitoring your results you can tell if your strategy is working and discover how to get the best results for your business.

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The era of data is upon us. 2015 is the year that those who are still relying on gut instinct to make marketing decisions are likely to fall behind as the marketers who use data start to leap ahead.



#Jo Macdermott - turning good businesses into great businesses is all in a day’s work for marketing consultant, Jo Macdermott. Jo leads Next Marketing, a multiple award winning business, which she has grown from scratch. Jo is commercial, empathetic and always has her eye on the end game.