- How did social media contribute to traffic? In-store and online traffic should be measured, depending upon the scope of your efforts. Most people measure how much traffic came to their website because of Facebook, LinkedIn and other social media.
- How did social media contribute to leads/sales? How does sales and lead generation through social media compare to your other expectations and media channels? What is your cost-per-lead and cost-per-sale?
- How your social media reach is growing. Are your number of followers increasing, meaning that you are touching more of your potential audience? Is it decreasing? How often are people sharing your content?
You can use simple, and sometimes free, tools to measure social media reach and interactions. Many media like Facebook and LinkedIn provide you with analytical tools. You can also use your website analytics (like Google Analytics, which is free) to understand website impacts.
There are many more granular ways to measure social media impacts. However, for the busy business owner or marketing executive, we recommend focusing first on these three things mentioned earlier.
If you need help understanding the profitability of your social media marketing efforts, or need help with your social media marketing, contact the automotive industry marketing experts at AfterMarketer Club.