Digital Marketing - Tracking Results Of Social Media Activities

It is time for digital marketing professionals to stop experimenting with social media. Social networking sites have been in the news for quite some time now, and many brands have signed up for profiles on the leading networks, just to try them out. However, now is not the time for testing! Instead digital marketing professionals should begin using social media to meet their business objectives successfully.

Most digital marketing professionals often wonder how to integrate social media within their digital marketing mix to drive results that can be tracked. Well, there are many companies who have been doing this for a long time, and there is no reason why you shouldn't be able to do so, too!

A great way to supercharge your marketing through social media is to partner with customers to help build products/services. When you do this, you give your fans and customers an enhanced sense of ownership in the brand, which ultimately translates into increased sales. Such sales usually have better margins and higher loyalty. For example, Threadless, a t-shirt purveyor, hires T-shirt designers, based on the votes given by customers to various T-shirts displayed on their website. Before you decide to involve customers in the product design process, it is important to think broadly about designs, accessories, and new products.

After allowing customers from social media sites to design your products, some metrics which digital marketing specialists should track are the number of visitors, number of creators, conversion rate, e-mail addresses collected for future digital marketing activities, product sales, margins, ideas for new products, and costs.

Another way to expand your reach on social media websites is to create or join online gatherings and events. These gatherings need not be about the business you do, but could be about almost anything which would generate interest. Here are some examples:

. The Roger Smith Hotel in New York offers low-cost meeting locations for social media events organised by popular digital marketing experts. This makes the hotel highly talked about in social media circles.

. Thought Lead created the 'Influencer Project', which featured 60 speakers, speaking for 60 seconds each, at the world's 'shortest' marketing conference.

. Mashable initiated Social Media Day, which got scores of people to talk about it on social networks and blogs.

Whether you have a business-to-business or business-to-consumer company, online gatherings can do a lot to build your brand. Some tools you could use to gather your Twitter fans are Meetups, Evite, Yahoo Groups, and Twitterchats.

You can measure the success of your gathering by tracking the number of people who participated, the number of comments/tweets, the social sharing actions, earned media in terms of additional views, reports in the media, brand value, sales, and costs.

Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.

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