Goshen News, Goshen, IN

Local News

May 5, 2013

TECH TALK WITH MIKE: How to track business results for social media marketing

Social media continues to gain speed in the online world. Due to the huge adoption rate and use of some type of social media by the majority of Internet users, many large brands have taken the plunge and have integrated social media as part of their overall business marketing mix. For small- and medium-sized businesses, however, many have only dabbled in social media or are yet to really jump in.  

Particularly, companies where the leadership does not regularly use social media personally themselves have been the most reluctant to jump in. Often this is because these business leaders don’t understand social media, see it only as social fun, or do not recognize how social media can be used for business. In addition, they may struggle with how to measure social media investment as it relates to business objectives.  

There are a number of forms of return on investment that can and should be measured with social media. In order to determine the best method of measurement for a business, the leadership and those in marketing, need to review the company’s objectives and determine how and where social media marketing should fit in. Then map out the path that will measure how any social media is contributing to reaching these goals.

Social media can be tied in with the following three areas of objectives for any company:

Core business goals

Common business objectives include increased product sales, increased overall revenue, reduced expenses, and gaining efficiencies that reduce costs. Developing a marketing plan that details how a social media strategy can be measured as to how it supports one or more of the company’s objectives will be very valuable to gain buy-in from company leadership. Examples could include creating a Facebook page for a product line and growing a fan base to reach more potential customers with news about this product, as well as to reduce customer support costs by using the Facebook page as a channel to answer customer’s questions quickly and efficiently. The number of fans can be tracked to show fan growth and awareness of the company in key demographic areas. As well, posts on a Facebook page wall can be tracked and categorized as support related and time invested to answer as compared to time spent on a similar support ticket via phone.

Marketing objectives

Marketing objectives are the goals of any particular marketing campaign. Common marketing goals are to build greater awareness of the brand, grow the email opt-in list for future email marketing campaigns, increase quantity and quality of leads coming via the website, and increase conversions of leads to sales online. Marketers can fairly easily setup tracking and show results of how implementing a social media program will achieve these goals with measurable results. Adding a Facebook page tab to the fan page with a email sign-up form on it and then using this tab URL in tweets, Facebook posts, and other means can (1) determine specific traffic from each source to the tab, (2) Can measure brand awareness growth via new fans, and (3) can offer a specific measurement of new opt-ins to the email marketing campaign via the tab sign-ups .

Digital / web objectives

This is a more specific marketing arena that is related to all online efforts, such as web, mobile, and including social media. Common objectives measured in this area are increased sales from online leads, increased online leads, more satisfied and loyal customers and increased customer engagement. Using tools to track from tweet to website conversion, or from Facebook link post to customer lead can be methods to measure the impact of social media related to these objectives. As well, creating custom segments in Google Analytics website traffic tracking allows marketers to get data and easily create reports, as well as review and modify strategies based on results.

As companies weigh how much to get involved in social media as a marketing method, establishing a plan for how a specific use can be tracked and contributes to business and marketing goals is essential. This helps break down the details of how social media will be tracked to measure it’s specific impact.

Mike Gingerich leads the Social Application division of web design company, Digital Hill Multimedia (http://www.DigitalHill.com). He is a co-founder of TabSite.com, a leader in Facebook fan page tools for businesses. TabSite offers brands the power to boost Facebook marketing with contests and promotions. For more information on TabSite, please visit www.tabsite.com.

 

1
Text Only
Local News
  • City plan nearing a final draft GOSHEN — The city’s new comprehensive plan is nearing completion, and a near-final draft has now been released for public review. Goshen Plan Commission members released the draft of the city’s newly penned comprehensive plan, titled “Uncommonly Grea

    August 19, 2014

  • GN140820 Hakws building Hotel, brew pub plans progressing GOSHEN — Plans for a new boutique hotel and brew pub at the historic Hawks building in downtown Goshen continue to move ahead steadily.

    August 19, 2014 1 Photo

  • GN140820 nappanee awards 031.jpg Nappanee mayor honors 'Spirited' youth NAPPANEE — Two Elkhart County 4-H’ers were honored by their hometown mayor during Monday’s city council meeting. Receiving the Community Spirit Award and a key to the city were Lane Flowers and Sarah Stump. Mayor Larry Thompson recognized Flowers, a

    August 19, 2014 1 Photo

  • arlo.jpg SLIDESHOW: Pets of the Week Cats and dogs are looking for loving permanent homes at the Humane Society of Elkhart County.

    August 19, 2014 1 Photo

  • Nappanee Town Hall 02 Pay increases, gas part of Nappanee's 4% proposed budget increase NAPPANEE — Two percent pay increases and an increase in gasoline spending contributed toward a 4 percent increase in the proposed 2015 city budget. Council members approved the proposed budget on first reading Monday night. As it stands, the total of

    August 19, 2014 1 Photo

  • Middlebury Town Hall Middlebury Town Council pays contractors MIDDLEBURY — Most of Monday’s Middlebury Town Council meeting was devoted to approving various payouts to contractors. Those payouts included: • $308,205 to Fetters construction Co., Auburn, for wastewater treatment plant improvement projects. The pr

    August 19, 2014 1 Photo

  • SLIDESHOW: The week in photos

    August 19, 2014

  • goshen board of works Plans for boutique, pub move along GOSHEN — Plans for a new boutique hotel and brew pub at the historic Hawks building in downtown Goshen continue to move ahead steadily. Goshen Board of Works and Safety members Monday voted unanimously to approve an agreement with Hawks 1886 LLC for

    August 19, 2014 1 Photo

  • GN140820 IUHG Borden Photo Trash Cancer program generates more than $25,000 GOSHEN — Local residents’ trash became a treasure for IU Health Goshen Center for Cancer Care this month. The center received a $25,992 donation for cancer research from the Trash Cancer Donation Matching Program, sponsored by Borden Waste-Away Servi

    August 19, 2014 1 Photo

  • Elkhart County Bldg 01 New cabinet-maker gets zoning change approval GOSHEN — Elkhart County Commissioners Monday gave their stamp of approval to a zone change request allowing for the establishment of a new cabinet-making business near Millersburg. During Monday’s meeting, the commissioners approved a request by prop

    August 18, 2014 1 Photo

Parade
Magazine

Click HERE to read all your Parade favorites including Hollywood Wire, Celebrity interviews and photo galleries, Food recipes and cooking tips, Games and lots more.
Poll

Three Goshen elementary schools — Chandler, Chamberlain and West Goshen — are providing free meals to all students during the school year as part of the U.S. Department of Agriculture’s Community Eligibility Provision of the Healthy Hunger-Free Kids Act of 2010. Nearly 80 percent of students at Chandler, 89 percent of students at Chamberlain and 78 percent of students at West Goshen already qualify for free or reduced-price lunches based on their family income. How do you feel about the new lunch program?

I think it’s a good idea to feed all the students free of charge
I think those who can afford it should pay for their school meals
I think all students should be required to pay for their school meals
     View Results
AP Video
US Trying to Verify Video of American's Killing FBI Director Addresses Ferguson Shooting in Utah Raw: Police at Scene of St. Louis Shooting Police: 2 Calif. Boys Planned School Shooting NOLA Police Chief Retires Amid Violent Crimes Lunch Bus Delivers Meals to Kids Out of School Water Bottles Recalled for Safety Researcher Testing On-Field Concussion Scanners Rockets Fired From Gaza, in Breach of Ceasefire Raw: Japanese Military Live Fire Exercise Police, Protesters Clash in Ferguson Independent Autopsy Reveals Michael Brown Wounds Nashville Embraces Motley Crue Obama: 'Time to Listen, Not Just Shout' Lawyer: Gov. Perry Indictment a 'Nasty Attack' Raw: Russian Aid Convoy Crosses Into Ukraine Iowa Man Builds Statue of a Golfer Out of Balls Assange Gets Cryptic About Leaving Embassy in UK Raw: Building Collapse in South Africa, 9 Dead Raw: Pope Francis Meets 'Comfort Women'