Is Social Media Traffic Enough to Determine the Success of a Campaign?
Social media marketing strategies remain some of the most popular campaigns in the marketing industry, and for good reason. Social media marketing has proven itself to be more than just a fad, and major platforms like Facebook and Twitter have committed themselves to making ongoing improvements that make their apps even more appealing to businesses. It’s free to set up an account, there are billions of potential people to reach, and if you make use of their paid advertising services, you can get access to tons of customer and demographic data.
Even better, if you make use of a marketing report to better understand your campaign results, you can make changes that improve your bottom-line return on investment (ROI) over time. Most people prioritize a single variable—social media traffic—to determine the effectiveness of their campaigns. But is this really enough to gauge whether your efforts are worth it?
Social Media Traffic: Beyond Likes
Most experienced marketers understand that certain social media metrics, like how many likes or followers you have, are somewhat superficial. Having more followers and more likes can boost your reputation and possibly improve your social media reach, but they aren’t necessarily going to bring value to your brand.
That’s where socially originated traffic comes into play. Whatever your brand’s goals are, whether you’re a company trying to sell products or a nonprofit trying to get volunteers or donors, you’ll benefit from attracting more people to your main site. It’s also an indication that your posts have merit; people will generally only click links if you’ve managed to catch their attention and make a good impression.
But is this really enough to measure your success?
Where Traffic Falls Short
Unfortunately, social-originating traffic alone can’t give you an accurate picture of the health of your campaign because it ignores these other variables:
Social media is a complex marketing strategy that must be measured quantitatively and qualitatively if you want to understand its true potential. Narrowing your vision to one or two key variables will save you time, and might help you simplify your high-level strategy, but it will blind you to your campaign’s true performance. Make sure you understand exactly how your social media strategy is working for you, and don’t be shy about making changes to improve your results.
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April 5, 2019 at 08:34PM