Evaluating your Social Media Program

This blog post, authored by Dan McDonnell for AEA365 provides a number of key tips for evaluating social media campaigns to ensure their effectiveness and engagement with the targeted audience.  McDonnell also provides a brief review of the social media analytics software, Sprout Social.

Excerpt

"What goals are you trying to accomplish with your social media presence? Select key performance indicators (KPIs) that tie to your overall marketing strategies. If you’re trying to increase traffic to your website through social, look at social media referrals on Google Analytics. If you’re trying to promote year-round engagement and in-depth discussion with your audience, focus on Twitter @mentions, Facebook comments and shares, as well as comments on LinkedIn as measures of success." (McDonnell 2013)