Hi.
I'm Grzegorz, and I'm the CEO at NapoleonCat,
which is a social media marketing dashboard.
I would like to give you a few tips
on how to measure the effectiveness
of your social media channels, and social media marketing
activities, and how you can try to make more sense out of it.
Of course, social media presence is a must
for all the companies, especially all sorts
of online businesses.
But oftentimes, people wonder whether it's worth
investing more in this platform, or that platform,
or whether my activities actually bring any benefit
to our business.
The way we approach it is that we try to tag and measure every
piece of content that we publish on our social media platforms
like Facebook fan page, or a Google+ profile, or LinkedIn,
or a Twitter profile.
And we track the effectiveness of this content
of different platforms by measuring
how this converts into registrations in our service
and in actual sales.
The way we do it we basically use the Google's UTM tagging,
and we tag each link that we publish
on those different social media platforms
so that later, we can see where the traffic comes from
and how it converts into registrations and sales.
And thanks to that, we can not only
say that this platform brings us higher traffic,
but we can also identify those platforms and those pieces
of content that convert best to actual sales, which are
subscriptions to our product.
It actually works so well that we
have decided to implement this feature in our product.
When building your social media marketing tactics,
you don't have to rely only on your experience and your data.
You can also try to look at your competitors or the benchmarks
that you think are best for your business.
And based on the information collected
from their activities, you can optimize your social media
tactics.
For example, you can monitor using different tools.
You can monitor the effectiveness
and the engagement with the content
they publish on the different social media platform,
and track the most effective pieces of content,
the ones that get the highest engagement-- what type
of for content this is, for example, whether this
is video, or pictures, or links to external websites.
You can also measure which days of the weeks
are most effective for building an engagement with the content,
even what parts of the day are most effective for publishing
content.
And based on that information gathered
from many competitive profiles, you
can build and adjust your social media tactics,
in order to build the most effective tactics
for your own brand.