From the course: Social Media Marketing: Strategy and Optimization
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Measure what matters to your brand
From the course: Social Media Marketing: Strategy and Optimization
Measure what matters to your brand
- [Instructor] Okay, you've identified your audience, developed your plan, and selected your social media channels, congratulations, now it's time to figure out how to measure what matters to your brand. Start with a marketing funnel, at the top you can measure awareness, that's where impressions, likes, and follows come in. Interest comes next, that's more action oriented, and focused on things like comments and shares. Moving further along is desire where you can see how your customers engage with your content. Did they download a white paper, watch a video? How much time did they spend? And finally, there's action, which are all the outcomes you'd like your customers to take, including purchase and becoming an advocate for your brand. Of course, you'll need a tool or tools to measure your customer interactions, and most social media platforms have an analytics dashboard you can use to determine if the return on what you…
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