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Four Tips for Measuring Your Social Media Marketing Performance

If you’re spending time and money to reach an audience and make them aware of your state ARNG brand, you’ll want to measure what’s important. Most platforms have built in analytics — Facebook Insights or Twitter Analytics — and that’s where you’ll gain insight. Let’s dive into measurement tips!

1. Define Goals and Key Performance Indicators (KPIs)

When creating a profile or Page, take the time to understand why you’re creating it, what you’re hoping to get out of it, and who you’d like to reach. A simple goal might be to “increase engagement on Facebook by 20 percent.” This is actionable and shows you how your efforts are working or not working.

2. Pay Attention and Track Changes

It’s a best practice to look at historical data (if any) to compare new efforts against, but strategies might change frequently - meaning data tracking is not apples-to-apples. Be sure to compare your data before and after executing campaigns, live events, or posting a high-performing post to see if engagement is impacted.

3. You Can’t Predict Human Emotion

When creating content, it may seem like people would be interested in benefits, but your audience may be more interested in posts that evoke an emotional response (homecomings, family) or invoke a sense of pride. Don’t dwell on any post. Instead, consider optimizing it by changing adjectives, using a different call to action, or editing the photo through filters.

4. Tread Lightly with Vanity Metrics

Vanity metrics — like the number of followers on Twitter or likes a Facebook post gets — should not be the sole focus of your efforts. Think about what matters in the grand scheme of things. Engagement (e.g., comments, likes, shares on a post) is what ultimately increases your reach, exposing your state ARNG brand to new followers who will potentially engage.