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In today’s world, social media has become a significant part of the lives of hundreds of millions of individuals. People use social media to share knowledge and build connections all around the globe. It allows them to stay in touch with family and friends, network with others, explore their interests, be entertained, and share their feelings and thoughts online. It is also the best platform for direct communication with a target audience.
Evaluation is vital in helping us gauge the impact of our actions, determine whether they are successful, fit within our overall aims and objectives, and identify ways to improve. Social media should be included in this evaluation process; fortunately, many social media platforms provide features that allow us to measure the impact of our presence.
The success of your social media efforts can be measured in terms of growth (e.g., number of page likes, followers), engagement (e.g., retweets, comments, likes), and action (e.g., did your followers follow up on the effort you wanted them to take?). However, since the goals and objectives of each business or organizations are unique, it is necessary to come up with your framework for measuring success. For example, you may prioritize the number of Twitter followers, or you may prefer to have a more stable set of followers with whom you engage regularly. This may shape how you engage and define, and measure success. Most social media platforms offer built-in analytics that can help with evaluation, such as Twitter’s followers and retweets, and Facebook’s likes, comments, and shares. In addition, various services can provide more in-depth insights, such as Twitter’s advertising platform, which includes an analytics tab, and Facebook’s Insights for page administrators. Klout is a service that tracks social media engagement and assigns a score between 0 and 100, while Hootsuite is a social media management service with built-in analytics.
It is worth bearing in mind that building a presence on social media may take time to bring success, but it can certainly pay off in the medium to long term. Attributing specific outcomes to specific actions on social media may be challenging, but website hits are relatively easy to measure. We can improve our impact and achieve our goals by regularly evaluating and adjusting our social media efforts.