Integrating Social Media and Marketing Goals

Where has the month gone? January is already more than halfway over, which means we only have two more resolutions to share with you. So far you’ve learned more about image sizing, tagging, and audience targeting. Now it’s time to dive into your goals.

Whether it’s a daily tweet, a monthly blog or a full-fledged digital campaign, there should always be a direct line between social media and marketing goals. The trick is to focus on three main areas: strategy, implementation and optimization.

Strategy

The first step of any social program should be to analyze past and current social successes as they pertain to overall marketing goals. While all data is helpful, it’s important that the metrics being used for measurement support the overall objectives. For example, a social campaign might have generated large amounts of community growth, but if the marketing goal is to drive leads, this might not be the best metric to measure success. Identifying the approaches that best resonate with social communities will help provide a starting point for any digital plan.

Implementation

Once a strategy is outlined, it’s imperative to have the correct support systems in place. These systems should be specific for each initiative and marketing goal. The following tools will help you streamline implementation and track progress:

  • Native Analytics – each social platform now has its own system for measuring both high-level social KPI’s, such as likes and comments, as well as more granular business metrics like reach, clicks and conversions.
  • Social Pixelsin order to more directly map social to business goals, a majority of social platforms also provide “pixels” that can be installed on websites to track particular actions such as ‘form fills’, ‘adds to cart’ and even ‘purchases’.
  • Tracking Linkswhile Social Pixels address most goals, there are still instances where tracking links are needed to accurately measure objectives. These will be unique for each initiative and often unique to each back-end business platform or tool.
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An example of Facebook page reach pulled from Native Analytics

Optimization

With the backbone of tracking implemented, the next step to truly give optimization legs is testing. Proactively designing and launching separate creative and targeting structures will allow for quick comparison and immediate modification. If one approach is outperforming others, focus should shift that direction– whether that be in the form of creative likeness or budget. While this requires more attention and time, these little tweaks can add up to big results in the end.

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When testing ads, only test for one variable at a time.

With a solid strategy, detailed implementation and constant optimization, marketing goals can be successfully integrated and measured with any social program. This will not only boost everyday social media success, but position social closer to the heart of marketing initiatives moving forward.

Have questions on how to better integrate marketing goals? Reach out to @socialdistiller and let us take your social program to the next level!

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