Social Media Campaigns
-
Hey SEOmoz Community,
I have a couple questions about social media campaigns. Which KPIs do you use for social media campaigns? How do you determine realistic campaign goals?
I am looking at projecting the number of followers/fans and the amount of traffic a site can expect to see as a result of this growth. Any suggestions.
Thanks!
Geoff
-
-
Traffic
-
Likes, Follows, Adds
-
Leads
-
Conversions
-
-
In the first case traffic, in the second increase of fans/followers. But in my case I was especially referring to small business presence in social media.
In the case of big Brands, I suppose that a well planned social campaign could lead to bigger numbers. That's what I see happening here in Spain with a very nice campaign for a Ron (Ron Brugal) that targeted university students: it was a very savvy mix of social, viral and offline marketing.
-
Hey guys, thanks for the great responses. At this point I feel like the question becomes how to set reasonable goals for the increase in the number of followers/fans as well as accurately predicting how much traffic will be sent from a Twitter profile or Facebook page. I think I'm looking more to understand a methodology rather than a number. Any suggestions?
Gianluca, with the percentages you mentioned, were these estimates you use for traffic or followers?
-
I agree so I will keep it short : )
-
Traffic
-
New Fans
-
Interaction (Likes / Comments / re-Tweets)
-
-
Wow... tough question Geoff. Each campaign will obviously have different KPIs depending on the medium/media targeted.
I normally set the following KPIs as a base to work from:
- Increase in fan followers
- Increase in engagement %
- Increase in "spread" of messages
- Increase in conversions
- Increase in traffic to other digital assets
- Publicity value
- Increase in database subscribers
That's the baseline, but KPIs are then made a lot more specific depending on the medium of the campaign.
-
Hi Geoff,
personally when it comes to social media campaigns I look at two KPI:
- Traffic generated from the campaign to the landing page + conversions generated by the campaign itself
- Number of new followers/fans the campaign generates and, therefore the "long term" traffic growing to the site.
The % tend to be different, obviously.
In the first case (short term results of the campaign), I consider a success an increase around the 20% - 25% and a conversion rate of 5% . Obviously, to obtain those % the campaign must be very strong.
In the second case (middle/long term results), the KPI is to increment the traffic from Social the source of the 10% - 15%.
Obviously, those % have to be tailored depending on the topic of the campaign and the kind of business behind the campaign. For instance, in B2B social media campaigns the short terms % tend to be lower, while the long term one can be bigger (and viceversa when it is B2C),
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
2 tier links campaign
I want to launch a 2 tier campaign, I have been building high-quality backlinks to my site, that means sites relevant to my niche, quality content ( more than 700 words), high domain authority and so on. But making an in deep research I realized the half of my backlinks are almost invisible to Google and the other ones have just a few links and traffic. So I decided to take some actions Build 2 tiers links to my backlinks in order to make them visible Boots their social signals with the same goal in mind ( social shares, likes, comments and so on) So my questions are Does anyone have experience with that? What kind of results did you get in the past? Is this useful? Thanks and regards
Social Media | | Roman-Delcarmen0 -
Best reports for competitive social engagement insights? (Moz or not)
My client, in a large industrial sector, is trying to find or purchase good data for their industry as far as benchmarks for social engagement. While the DIY tools have social trackers, many require you to connect to the account you want to measure - so competitive research is a non-starter. What would you use to build a spreadsheet of social engagement metrics from a set of, say, 10 competitors in a niche vertical (e.g. industrial robotics?)
Social Media | | scottclark1 -
Will Traffic From Social Media Effects Search Engine Ranking
hi, If i get paid traffic from social media on my website blog. Will overall ranking of my website increase in search engine or not. Share your experience.
Social Media | | Khan500 -
Problems with Google Analytics social tracking
Hi folks, Any GA experts out there available to help with a social tracking problem we've got? In short a client is using a ShareThis plugin, but the data we're seeing in GA doesn't correlate at all with the share counts showing on the plugin. Huge discrepancies in fact. Could do with someone taking a look at the page and seeing what part of the tracking code we need to update/fix. We'll make it worth your while. Please PM me if you can help. Thanks! Matt.
Social Media | | MattBarker0 -
Will Google+ pages be added to social tracking soon?
Google+ and YouTube are important social media networks for several of our clients. Are you planning to add them soon? Thank you.
Social Media | | pheffernan2 -
Social Media Examiner - Facebook Success Summit
Hi there, I was wondering if you could tell me if you think it is worth it to pay $300 for this online conference regarding Facebook marketing. http://www.socialmediaexaminer.com/fbsummit12/
Social Media | | qlkasdjfw0 -
What is the best social backlink checker available right now?
I want a tool that i can enter a domain into and get all the social backlinks available. Preferably the tool that keeps the most recent database of this information. I'm willing to pay for the tool, it does not need to be free. Not sure if i'm using the right terminology here, by "social backlinks" i mean Facebook Shares, Twitter RT's, Google +'s, etc.
Social Media | | adriandg1 -
Social Media Adult Websites
Hello, Do you recommend using the buttons (facebook, twitter and google +1) on pages with adult content? For adult seo marketing google uses this metric? Thanks, Stroke
Social Media | | stroke2