As future PR professionals, knowing how to use social media is essential to our field. The question is, do we really know how to use social media effectively?
A recent study has shown that nearly 70 percent of businesses are using social media in some form, but few of these businesses have a measurable objective. Many have successful pages with a plenty of friends or followers, however, they have no way of really knowing how many people are receiving their messages.
One way to find out if your followers are understanding your messages is using a “click to action.” This is when you have your audience actually click on something on your site to get the desired result. Through this you can easily track how many people are receiving the new message you are currently using.
Think of social media like any other objective in a campaign; it needs to be measurable and a specific timeframe. The latter part is vital in social media campaigns. Social media is ever changing, therefore, your company’s social media sites should be evolving as well.
A company’s page that gets updated once a month will fail. It is important to update your site and build relationships. This also means any new social media program a company launches should be designed to have an ending point. For example, Dunkin’ Donuts has launched a Facebook campaign looking for the ultimate Dunkin’ Donuts coffee fan. The campaign has a set end time, Oct. 20. It also effectively tracks if the campaign is successful by having each contestant actually send in a video.
Is it important to have a better way to track social media’s effectiveness other than followers and friends? What other ways should we be tracking our success on social media?