The Marketing Masterplan (and Q&A)

How to Evaluate the Effectiveness of Your Social Media Advertising Campaigns

To maximize your success with social media marketing, it’s essential to understand your competitors’ strategies. A quick Google search can turn up a long list of your competitors. Simply enter key words or phrases related to your industry to find their social media pages. Compare their campaigns and social media pages to yours. Don’t copy their ideas, but look at what works for them. Then adapt your own campaigns to meet these goals. In addition, competitive analysis tools can help you identify your industry’s leading players and competitors.

One example of a social media campaign is a General Motors campaign, which started as a Super Bowl ad and quickly spread to Facebook and Twitter. The campaign asked viewers to color their Facebook and Twitter profiles purple, and for every purple profile picture, General Motors donated $1 to the American Cancer Society. Chevy’s campaign received five times more Facebook likes than the General Motors’ one, and the ad appeared in users’ news feeds 45 million times.

Another way to evaluate the effectiveness of your social media campaign is to make realistic goals. Try to post two to three times a week. But remember to post valuable content and use relevant hashtags. And if you’re new to social media, try setting goals every three months. This way, you’ll know if you’re on track. It’s also important to note that timeframes can be tricky, but a quarter-year goal will give you an idea of how effective your social media marketing strategy is.

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