Make a Success of your Page

Measuring Success

Unlike other online channels, ROI is tricky to measure because target costs-per-lead and the like have yet to be established. The most significant success indicator is audience participation (the more fan comments, contributions etc the better). A summary of measures you may wish to use is shown below:

• Participation. Start by aiming for one fan-generated contribution per week. If you don't achieve this, question whether your tone and content are sufficiently welcoming and continue to grow your fanbase as much as possible.
• Followers. Aim to grow your fanbase by 20 people every month, remembering that fans may also leave you. If this is the case, you might be posting too often, or you may not be posting the right sort of content for your target audience. You can keep track of unsubscribers by viewing your Facebook page analytics.
• Integration. Integrate social media presence into all communications within one month of launch.
• Audience value. Identify ten genuine fans and ask them for their views on your social media activity and your company as a whole and act upon these where possible. While you could offer an incentive for his, you may find that your genuine 'advocates' are happy to help you without reward.
• Learnings. The 'dialogue' nature of social media means that you can use customer insight to improve practices and processes within your business. Aim to make a least one change per month based on feedback received online.