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Social Media Campaign Measuring: 7 Quick Steps To Long Term Campaign Tracking and Optimization

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Social Media Campaign Measuring: 7 Quick Steps To Long Term Campaign Tracking and Optimization

Keeping track of your social media campaign results is an efficient way to constantly learn from the past while improving future tactics and overall strategy.

With everything going around in 2020, you can’t really afford to waste time and resources on campaigns that aren’t efficient. Sometimes, there’s just no leeway for a learning curve.

This means that past campaign results are your best friends. They give you the insights you need to understand what does and doesn’t work.

Past reports can guide your actions better than any instinct. Don’t underestimate their usefulness.

But we all know it: it’s always easier said than done. Long term campaign tracking might prove to be complex and time-consuming.

Fortunately, with a few tips and some dedicated tools, you’ll find the job easier than expected.

Let’s discover how to use old reports data, how to track them in the long run, and how to search for the right answers before releasing new campaigns.

How to measure campaigns on a long-term basis

7 steps to long term campaign tracking

1. Construct user personas

2. Set your social media campaign goals

3. Set your top social media metrics

4. Set a clear campaign duration

5. Keep track of every campaign-related post for long-term gain

6. Benchmarking: Check how your campaigns stack up

7. Create performance reports

1. Construct user personas

Defined as ideal customers or followers, user personas will help you create and tailor campaigns based on specific needs, interests, and target audiences.

The good news is that all of this information can be determined by tracking the data of your old campaigns.

Don’t just stick to one user persona, try to identify how many you need. If you’re doing this for one campaign, it will be easier to use them for the next ones.

Also, remember constantly look at your analytics to see if anything has changed.

Regularly, big shifts are produced in a few months if not years. Monitor if your audience is mainly made up of more men or women, look at the age groups, countries, and other demographic aspects.

You can extract this data from analytics from every social media profile, but also by using specialized analytics tools, which typically offer a well-rounded picture.

Defining user personas is a vital part of content marketing across all channels, so don't be afraid to hire an agency or freelancer to help with this phase if you are not comfortable tackling it alone.

2. Set your social media campaign goals

Planning is the key to a successful campaign. Start by writing down your future actions based on data and current trends.

Most importantly, set some important objectives from the very beginning, and then select the metrics that answer those objectives.

Your past campaigns can show you which of these objectives have been typically reached on previous projects and which require more work and effort

  • Define your campaign purpose

Avoid ambiguity. Set the right expectations and decide what is your campaign’s purpose.

No matter if you want to raise your brand awareness, increase your sales, attract more viewers, or boost your engagement, set your expectations from the beginning.

3. Set your top social media metrics

No matter you’re focusing on just one on or more social media platforms, remember to keep your eyes on what matters the most - valuable insights.

  • Gain quick access to the top 3 metrics across platforms

Some metrics are valued more than others. Engagement, reach, fans, or followers evolution and growth in numbers are the top metrics that social media professionals are following, according to a recent survey on social media bottlenecks.

So having quick access to these metrics across all platforms is a great time-saver.

You can’t get these results directly from native analytics without digging deep, but other analytics tools like Socialinsider, offer a quick cross-platform overview on how your campaign is performing across all social media platforms by using the ‘Benchmarks’ feature and then selecting ‘cross-platform’.

Cross-platform benchmarks on your campaigns.

The big plus is that you can select the campaigns you want to monitor and the time range that is of interest, to only see the posts that are important for your purpose.

  • Track follower or fan growth

Is your profile gaining or losing followers?

Take a look at how people are responding to your actions, when you’ve received the most followers/fans and when you’ve lost the most.

Then, think of the actions (posts, ads, campaigns) that have helped you gain the most followers.

The number of followers or page fans is a good indicator of whether you’re progressing or not. It tells you whether people were convinced to follow you by your campaign.

Go to your profile or page, access Insights, Analytics or Audience, depending on the social media platform you want to check, and you’ll bump into some detailed data that will get you a picture of your fans that come from organic and paid sources, as well as the fans that unliked your page.

Alternatively, you can use tools like Socialinsider to get a detailed view of your page’s evolution.

For Facebook, for example, you can have a comprehensive overview of how the number of page fans (and percentage) grows or declines day by day or within a selected period of time.

Fans' growth on Facebook page.

You can also quickly get data on your posts, videos, and ads from any given time frame or campaign.

Track metrics.

Same as with Facebook, a dedicated analytics app can show you a quick view of your follower status, on any given time range, on other platforms as well, such as Instagram, Twitter, LinkedIn, YouTube, and TikTok.

  • Determine engagement metrics

By far, the main concern of any social media professional is the engagement or engagement rates per post.

Getting more traffic and engagement is the main bottlenecks for 55% of the respondents to the social media bottlenecks survey.

Most brands try to get the recipe for the best social media content by adjusting captions’ length, adding hashtags or emojis, and carefully working on the messages they communicate through their posts.

To keep up with these adjustments, they need to constantly check engagement metrics. Each native analytics tool will show you this metric upfront from the ‘posts’ or ‘tweets’ sections. However, this means that you have to constantly go back and forth between these native apps.

Safe to say, engagement is the absolute judge of the strength of your social media posts, so having this information available at all times at the press of a button is key, especially if you’re interested in comparing this metric across multiple campaigns.

To make things easier, third party analytics apps gather all the information you need and find ways to present it to you in the quickest manner.

For example, you can easily check the engagement metrics exclusively on the projects in which you’re interested through features such as ‘Campaigns’.

Social media campaign performance.

This offers you an overview of the number of posts in each campaign, on each platform, the engagement and engagement rate, as well as a breakdown on each platform.

You can go through your posts and tag them with their respective campaign name, to only monitor the content that is relevant.

  • Keep an eye on the reach

Social media reach is the third most important metric for social media professionals, as shown in the same survey, as it reveals how many unique viewers have seen your post.

When people engage with your content, their actions are usually shared with friends or followers, which increases your page’s reach.

However, this metric is only available on Facebook, Instagram, and LinkedIn.

Social media reach and impressions

You can follow the daily reach you receive on your posts within the time range of your campaign, as well as the average reach for the entire period of time in which the campaign is running.

  • See your best performing posts

Your prior top-performing posts should be the driving force behind upcoming social media content.

They help you decide if your audience likes images or videos best, set your hashtags and help identify what elements from your captions are appealing.

Best performing posts.

All analytics tools showcase your top posts overall.

However, third-party apps take it a step further and help you filter the posts by a certain campaign as well as engagement, so you won’t have to dig through archives of content.

Post insights

All you need to do is identify those common elements and set your expectations and predictions for future campaigns starting from these prior results.

4. Set a clear campaign duration

Not all campaigns are the same. Some have bigger budgets, others have smaller time frames for implementation.

You need to have a clear understanding of how long your future campaign is going to run, to be able to find those past campaigns that match your new project best.

Also, when you’re reviewing what has worked in the past for your brand, take a look at what you’re trying to accomplish this time and only choose campaigns that are worth comparing.

Choose the ones who have similar time frames and goals, or only look at results from similar time frames. For example, you can compare your April 2020 results with results from April 2019.

Campaign time frame.

If you’re not following this advice, the expectations and results are going to be disproportionate.

5. Keep track of every campaign-related post for long-term gain

There are multiple ways to do this. The first option is to do it in a classical way - having your own evidence and manually adding data for every post or period of time.

The obvious downside is that this task takes up a lot of your time. But there is also an easier, more worthy method: use a specialized analytics tool to help you tag and label your posts according to each campaign.

This will give you the results you want in an instant, no matter the social media platform you want to track.

The process is not much different from checking your top-performing posts, except this time you will want to have evidence of all of your posts, which will prove extremely helpful in the long run.

Tag posts to track your social media content.

An analytics tool will let you have a general idea of how your campaign is performing, but will also give you detailed info for specific metrics like posts, engagement, engagement rate, fans growth, etc.

Here are the long-term advantages:

  • Save time - Gets rid of the hassle of keeping a record manually by showing the desired metrics instantly;
  • Accurate answers - You’ll get complete data for a well-rounded strategy;
  • Get the most out of your campaign - Helps you identify how to optimize your campaign, without having to constantly go through a learning curve.

Because it’s easy to lose track of your campaigns, the tagging option will help you instantly. Here’s how to tag a campaign step by step on Socialinisder.

6. Benchmarking: How did your campaign stack up

After reviewing all your past efforts, it’s time to see what other competitors are doing.

Benchmarking is a great way to understand how you stack up to your competitors, as well as pinpoint what they might be doing better.

You’ll be able to see how many posts you and the competitors have in a particular period of time, but you’ll also compare: engagement, fans growth, average engagement, average engagement per post, engagement rate per page, global fan count, review which are the best posts and their evolution and many, many other features.

Social media benchmarkting.

7. Create performance reports

Using Socialinisder you’ll be able to have a comprehensive picture of all your social media channels by creating reports for all of the above data.

This type of report will help you gather data from all the social media platforms you’re using: Facebook, Instagram, Twitter, Youtube, LinkedIn, and TikTok and to see how you’ve performed.

This information will allow you to have a clear overview of how your social media efforts are paying off.

In the long term, reports will help you draw a conclusion on how well your posts across all social media platforms interlink, as well as which platform serves best for your KPIs.

This way, you’ll decide where to invest more, where to cut your budget and where to increase your efforts.

For example, data shows that Instagram and Facebook were the main focus in 2019, but in 2020 most social media experts have decided to cut some of the resources allocated to these two platforms and invest them in LinkedIn, Twitter, YouTube, Pinterest, TikTok, and WhatsApp.

Social media campaign reports.

You can effortlessly download branded reports for your campaigns on all platforms from the ‘Brands’ feature, which can help you with your reporting to clients or superiors.

Final thoughts

The social media landscape is constantly changing and evolving. If you want your company to keep up with all the trends, integrate what’s new in the market, but don’t forget to analyze what has worked for you in the past.

Discover the benefits of social media campaign monitoring and how it helps your future campaign optimizations.

Figure out what works, what can be improved, and what helps you achieve your social media goals.

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Teodora Lozan

Teodora Lozan

SaaS Marketer @ Socialinsider

I like to let curiosity lead the way both professionally and personally. In love with stories and facts, so I always try to get the best of both worlds.

Social Media Campaign Measuring: 7 Quick Steps To Long Term Campaign Tracking and Optimization