Measuring Social Media Effectiveness

To have a successful social media presence, one of the most effective ways to track data analytics is to make measurement evaluations. “Without the measurement and data to show the impact of these pieces of content, future campaigns and resources will not be attributed to social media” (Freberg 2019). These evaluations cover six key components to measure data that include objectives, inputs, activities, outtakes, outcomes, impact.

I currently create content for a small business located in Morgantown, West Virginia called ‘TheGlowRoom’ and part of my role is to pay attention to those key components. The small business offers different services from lash extensions to waxing, brow tinting, etc. Whenever I first started this position I had to pay attention to what group or audience that the business wanted to reach. Researching the core group falls in line with the input portion of the evaluation. I found that most people in the business audience reach are college students at West Virginia University, or older local adults in the town. This made is easy to plan what content would be appropriate and map out the potential reach.

As time went on, I started looking at other businesses that offer similar services and it was clear that there needed to be something that stood out compared to the others. This component would fall under activities, but in order to achieve a unique brand look, I suggested to my boss to incorportate Tik Tok’s into some Instagram posts to mix it up and expand on content. As for outputs, I sometimes promote a post specifically for more profile clicks or messages to make the engagements grow. Similar to the “Dollar a Day” technique I promote posts over five days for two dollars and eventually would grow slowly but surely in followers and likes.

The outtakes and outputs that are taken from the posts can vary because some content is more relevant than others. For example, a “filler” post that is used for holidays and events is less important than a post that provides solid information about different services clients may be interested in. Most clients liked when Tik Tok made its way on Instagram because it was entertaining to see transitions from no lashes to lash extensions for example.

As you can see, there are various steps and opportunities to plan your social media presence out strategically while following the AMEC evaluation analysis.