With any good strategy or campaign an evaluation takes place to measure if objectives have been reached. Brands have to evaluate their return of investment (ROI) when using social media. It will help determine if a new plan must be made to increase its social media presence. Socialmediatoday.com offers some steps on evaluating ROI:
1. Listening. Many companies view their touch points as one-way, passive listening posts to the voice of the consumer or feedback on the effectiveness of traditional marketing efforts.
Conversing. Now we engage customers in live conversations on Facebook, online new products surveys, customer service Tweets and Four Square locations posts.
3. Converting. At each action point, the company needs to focus marketing efforts to convert the user to specific calls to action: downloading information, answering a survey, requesting a quote, or buying a product.
4. Analyzing. The analysis determines which touch points are contributing value to the company.
5. Evaluating. Evaluate relative value of each action in terms of developing brand loyalty, thought leadership, reducing operating costs, optimizing marketing budgets, and increasing profits.
Mashable offers other suggestions for example using the right social media platform is important to increase the impact of a social media campaigning. Knowing how to use Twitter, Facebook, Blogger, Tumblr, WordPress and Youtube and organizing the campaign to make those sites work for you is important. You also have to provide a message that your audience wants and then listen to them by creating a platform for their feedback.
One can evaluate their content by tracking how many times their content has been used or referred. There are ways to track how many times people click your link and how they found the link. Below is a list of tools that can help evaluate traffic, interactions, search marketing, customer engagement, sales, retention and profits in order to measure the effectiveness of your efforts:
Del.ic.ious-determine the number of times people bookmark your content.
Google Analytics-track traffic levels, its increase, traffic sources, trafficked key terms or phrases.
Feedburner-keep measuring number of RSS and email subscribers.
Blog Comments-gauge the amount, quality and influence of comments.
Google Alert-measure the daily, weekly and monthly trend of a particular keyword.
Tweetburner-track the number of clicks on the links that you send out via twitter, also how active your twitter followers are with your content.
Yahoo Site Explorer-measure the amount of incoming links you receive over time.
HowSociable-measure the visibility of the brand on the web.
Technorati-search for blogs based on tags.
Alexa-estimate reach, rank and page views.
Google Insights-compare search volume patterns across specific regions, categories and time frames.
Bit.ly-measure number of clicks, countries clicked from and conversations around the site.
Adonomics-track the results with the help of graphs.