Published
34

When employing a social media strategy, it is important to set measurable goals that support your marketing goals as a whole. In this week’s Ask An SEO Expert feature, our guest presenter, Muhammad Yasin, Director of Marketing at HCC Medical Insurance Services, offers advice on how you should define and measure these goals.

http://youtu.be/vtblLRD3UB4

Do you have an SEO question that you would like to have answered? Simply submit your question on our website or via Twitter by using the hashtag #AskAnSEOExpert.

Transcript:

ASK An SEO ExpertThe question is, what goals and metrics do I use to measure my social media efforts?

Short answer before you get into this, is it very much depends on you as a company and what your marketing goals are overall. The goals that you have for social media programs should not be independent of what your overall marketing goals are. Rather they should be based on supporting those marketing goals that you have as an organization.

So this may be different. It may be pure brand awareness. It maybe lead generation. It maybe some other factors that may be particular to you or your industry. However, as a general role there’s three main categories that you wanna set some matrix, and we’ll go through those.

The first one is very similar to what you’d be used to in traditional marketing. Which is the reach of your brand overall. All right, so you’re looking for the reach, you’re looking for mentions; and you’re also looking a little bit at the overall sentiment towards your brand, as well.

The next section, and this is one of the really important ones where you’re looking at e-commerce, is lead generation. So for here, you’re gonna look at some slightly different factors in the brand area. You’re gonna be looking at clicks. All right. How many people did you send to your actual product pages or to your site in general?

You’re gonna be looking at conversions; and in this category you’re gonna be looking at the overall value. That’s something that can be very challenging to determine, but it’s extremely critical once you get your social media operation pages up and running.

Start figuring out for each of these clicks that’s coming to this site from the social channels, how much they’re worth to us, from a lead generation in conversion perspective.

When you’re doing that though, also keep in mind the overall SEO value. Because some of the values of these social media channels may not be purely to the point of converting and purchasing a product. Some of this may be from the SEO value that it gives to your overall site, there by raising the rankings up on all of the pages in your property, right.

So here, you’re gonna be looking at things like links that were generated, right. You are still gonna look at the value of those links that were generated, via the social media channels.

Keep in mind, social media is not just gonna be things like Facebook, Google Plus, Twitter. Which it may also have links that appear on blogs or even in news articles as a result of your social media activities. Make sure all those things are captured under the value that you are measuring.

34
Contributors

Our publication contributors combine decades of experience with unique insights into the content promotion and distribution industry.

headshot
Chad Pollitt Co-Founder Relevance
headshot
Jay Baer Marketing Strategist, Speaker and Author
headshot
Gini Dietrich CEO Arment Dietrich
headshot
Jason Falls Social Media & Public Relations Thought Leader
headshot
Jayson DeMers Founder & CEO AudienceBloom
headshot
Ann Smarty Brand & Community Manager
headshot
Joyce Yeung Chief Storyteller Storied Up
headshot
Brianne Carlon Rush Content Director Kuno Creative
headshot
Arnie Kuenn CEO Vertical Measures
headshot
Pam Didner Global Content Marketing Strategist & Author
headshot
Kelsey Libert Marketing VP & Partner Frac.tl
headshot
Taylor Radey Senior Consultant PR 20/20
headshot
Erik Deckers Professional Writer Pro Blog Service
headshot
Jessica Stephenson VP Marketing ExactHire
headshot
Jean Bansemer CEO My Web Writers
headshot
David Tile Founder & Director Nimble Media
headshot
Andrea Meyers Marketing & PR Consultant Stream Creative
headshot
John Rugh Copywriter/Content Marketing Specialist
headshot
Clair Jones Freelance Writer
headshot
Fernando Labastida Co-Founder Content Propulsion
headshot
Dan Moyle Creative Dir. Marketing AmeriFirst
headshot
Dennis Yu Chief Technology Officer Portage Co.
headshot
Elad Natanson Founder appnext
headshot
Arnaud Roy VP Marketing Augure
headshot
Jonah Bliss Founder CMO ContentIntent
headshot
Justin Spicer Content Researcher, Producer & Editor
headshot
Michael Becker Marketing Support Spec. Teradata
headshot
Peyman Nilforoush CEO and Co-Founder inPowered
headshot
Amanda DiSilvestro Content Editor and Writer HigherVisibility
headshot
Sujay Maheshwari Founder & CEO Netcurate.com

Subscribe


Get the latest content promotion news and insights everyday.


Champion Sponsors

Relevance is proud to present our Champion Sponsors that help make our site possible.

Cision Logo PRWeb Log Haro Logo

Thank you for subscribing please check your email for verification.