Social media as a marketing channel

How to measure the impact/ROI on social media?

To successfully measure the impact of an social media campaign it is important to firstly have a clear understanding of your goals. What do you want to do and what do you want to get. Then create metrics to measure those goals. For example if you want to get website visits, track URL clicks. After you have chosen your metrics, you have to find the right  tools to follow those metrics. There are tons of different kind of tools to measure them, like google analytics and  My top tweet. The next important step is to report and monitor the results. The results can be used for benchmarking for future campaigns. Results can be easily compared to competitors using the same tools.  The final step is of course to repeat the process to get more data and adjust the campaign according to the gained results to make it better

                                  

                                

How to choose/use the right media platform?

The most important thing to consider when choosing the right social media is to find out which platform does your target audience use. other things to think about when choosing the right platform are money and time, which platform gives the best return. As it can be time consuming and expensive, it is important to also consider wether to outsource or do it in-house. Another thing to decide is what kind of content are you going to produce. For example Instagram is only pictures, Twitter only lets you use 120 characters, Facebook has both pictures and text, but is loosing popularity. Using multiple different social medias can be too time consuming. If using multiple different social medias it is smart to choose those ones that can be integrated.

How to strengthen the brand via social media?

• Reputation management
• Consumers talk about everything in social media and it is important for companies to be able to participate in to those conversations. Possibility to turn negative things in to positive.
• Customer service
• Social media has become one main methods for customer service and consumers often contact companies through their Twitter and Facebook
• PR
• Send your messages directly to your target groups
• Brand communities
• Activate customers and fans and interact with them

Trends and examples

Successful social media campaigns: 

Sources:

https://blog.kissmetrics.com/social-media-measurement/

http://www.forbes.com/sites/dailymuse/2012/08/22/4-ways-to-measure-your-social-media-success/

http://www.inc.com/michelle-manafy/how-to-choose-the-best-social-media-sites-to-market-your-business.html

http://www.socialmediatoday.com/content/how-do-you-choose-right-social-media-platform-your-business

http://blog.wishpond.com/post/72672192941/social-media-marketing-which-platform-is-right-for