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4 Reasons Social Media Measurement is Important

By Stephanie Greenwood

You have been actively engaged in social media for months on behalf of your business. You post on Twitter several times per day, regularly share images and information via Facebook and want to take advantage of other platforms like Google+ and Instagram.

Followers and fans comment, share, like and favorite your information and you feel like you are on the right path. Then one day your boss asks, “What are the results of our social media efforts? Please provide me with a detailed report by tomorrow.”

Now what? You can pore over all content and reactions on each platform and manually compile data, which will take you hours–and how meaningful will this information be? You need to translate it to clearly represent ROI and create visually appealing charts to make some sense of the data.

You need a formal social media monitoring and measurement program!

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Make the most of your social media strategy with monitoring and measurement. Consider these 4 reasons:

  • Understand what content is working best. Some content immediately receives favorites or likes, or better yet, people comment on it and a dialog begins. Some content sits for days with no reaction. And some creates more engagement on one platform versus another. Be aware of what is working and where … and what’s not. Social media monitoring can help you stay on stop of this so you can focus on creating the right content for each platform.
  • Proactively guide the conversation and respond quickly (especially during a crisis). People are talking about your company on all social media platforms, whether you want them to or not. You need to be aware of what is being said in real-time so you can encourage the positive comments (and keep the dialog going longer to extend the reach). If the comments are negative, engage quickly to learn more and rectify the situation or correct inaccuracies. A social media monitoring tool can make this very easy to do.
  • Stay in tune with multiple platforms. To be most effective, your business should be active on multiple social media platforms and you could quickly feel overloaded about monitoring all of them. The volume is too much and time is too precious. An established tool can efficiently track them all and provide succinct reports in whatever frequency your business requires.
  • Monitor competition. You need to pay close attention to how your own social media platforms are working but don’t forget about competitors. How are they growing their following? What are they talking about? How are their fans reacting to their information? And how can you insert yourself into those conversations and/or learn best practices to apply for your business? You need help!

Social media monitoring and measurement is necessary to justify the time and financial investment you’ve made, as well as to help you learn about what works and what doesn’t so you can gain even more benefits for your business. Take your strategy to another level and let AGPR’s Social Wiz tool help you. Contact us today at 816.945.AGPR or via team@alexgpr.com to learn more.

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