Measuring success in a new media age is no small task. There is so much media content out there and consumers are on overload. This means that even if they are viewing your content, it is hard to know if they are actually taking it in and digesting it, let alone interacting with it. When you create a social media campaign or any other media plan, it is important to know that this field is still very new; the rules and methods are constantly changing in this ultra-fast-paced medium and keeping up with it is an attention-oriented task that you need to be prepared for.
Don’t Sweat the Small Stuff
The first thing to know is to NOT spend all your energy focusing on the specific details that ad to the campaign. For instance, if you stress out over how many fans you have on Facebook or how many people are following you on Twitter, then you will not get anywhere. You need to look at the big picture and what you can do next to acquire more traffic to your site.
Traffic to your site is the most basic way to measure your success, although it is not full proof. Sites such as compete.com and quantcast.com are good to measure engagement level and traffic to your site. These are very helpful but it is important to keep in mind that just because people are visiting your site, doesn’t mean that they are browsing it for a while or even reading the content. The sales side and the brand loyalty side of your campaign are two VERY different things, so increase traffic to promote brand awareness but realize it won’t necessarily affect sales. Getting people to interact with your site and the campaign itself is the best way to increase awareness of what you are trying to promote as well as potentially increasing your number of customers. A good way to do this is by creating an interactive webpage that allows visitors to take polls, post their comments, and feel like they are a part of the campaign. Not only will it be more fun and people will want to go on your site, but you will also gain insight to what your customers are thinking-which is exactly what you want in the first place!
Be a Social Butterfly
Getting people to engage is probably the single most important aspect of using the media to do PR. So with this being said what outlet is more abundant as far as consumer engagement goes than social media? Social media sites are taking over the world. Communication, advertising, and even interpersonal relationships have changed forever thanks to social media sites and PR professionals need to understand this field and utilize it as a valuable tool for their work.
The first step to understanding social media is to use it. Get your product on Facebook and twitter and start suggest it to people you know. Then have someone manage that sight and post articles and other relevant information that relate to your product so fans can read it. For some extra help, sites like Tweet Deck and Hoot Suite are helpful because they keep you updated with certain topics pertinent to your product so you can tweet relevant information and stay connected with your target audience. The best part is that it connects through all social networking sites so you are updated through not only Twitter, but Facebook, Four Square, and LinkedIn as well. Social networking is a great way to get your word out, so do not take this opportunity for granted.
Be Buzz worthy
Although there is so much information about the new media, and it is impossible to actually measure the scope of success you are gaining from each campaign, here is the bottom line: GET PEOPLE ENGAGED AND CREATE BUZZ! The only way to stand out in a sea of clutter is to get people to interact with your site and that in turn will create traffic flow and buzz. Once this happens your publicity should spread like wildfire. Social networking takes time, strategy, and patience. However, if you persevere with it, there is no doubt that it will help your campaign. Good Luck!!!