Clicks, Likes and Shares

June 17, 2020

With more than 3 billion people worldwide using social media, social networking sites (SNS) have become crowded with advertisers, businesses and organisations. These days, SNS are essential to any marketing strategy. After all, they are usually a free and convenient method of building awareness, direct communication with followers and a way for brands to build authenticity.

From blog-types to messenger apps, there are a plethora of apps and SNS that are crowding up the internet’s social sphere. However, not all SNS are able to deliver the same results in terms of engagement and traffic. This holds especially true once you factor in the different demographics and the SNS’ main function. For the purposes of this article, we will be focusing on four Social Networking Sites (SNS) that we believe hold the most potential for building your brand and driving traffic: Facebook, Instagram, Twitter andLinkedIn.

Google Analytics in VAL

As with every site and social media platform, all SNS have inherent flaws that can lower the efficiency of your marketing efforts. By understanding the aforementioned pitfalls in each site, marketers and businesses can choose the most relevant marketing tool for their business as well as tailor their posts to fit each platform. Once marketers are able to pick the best platform and methodologies for them, the next step is evaluation.

Evaluating the success of a post or campaign may seem mundane and menial but it is essential in quantifying the success rate of the overall marketing effort. After all, what is the point of marketing if it does not translate to income for the company? Thankfully, most social networking sites tend to come with their own powerful analysis tools. The only hurdle for marketers, in using them, is ‘decoding’ their key terms.

Google Analytics in VAL

Problem with Analysis on SNS

While these are helpful tools, SNS were not originally built for businesses to track their posts. Coupled, with Social Media companies’ reliance on advertisements for revenue, these companies often use terms like ‘impressions’ or ‘views’ to indirectly mislead companies into believing that their posts or ads are doing better than they really are. For example, twitter, one of the most popular social medias for businesses, often uses “Impressions” to quantify the reach of their posts. If companies rely solely on “Impressions” to determine the sucess of their campaign, they may realise that impressions have no correlation to their company’s revenue.

The reason for this phenomenon is that “Impressions”, as Twitter calls it, is really the number of users that have seen a post. Obviously, twitter cannot tell whether or not an individual is reading a post so each time someone sees or scrolls past your post in their feed, twitter calculates it as an impression.

The dismal reality is that most customers that see a post may not read or take notice of your post or your product since they are so busy scrolling through their feed and reading the barrage of posts that exist on it. As such, relying on “impressions” may lead companies astray. Similarly, followers that “like” or “retweet” a post may not end up clicking on the company’s link and viewing their product.

All social media sites have their pros and cons. Similarly, the analysis that they give allows you to come to conclusions about your posts but can also end up leading you astray. As such, it is important to strengthen your analysis with other powerful tools like Google Analytics. To do this efficiently, you can use VAL to pool data from multiple sources so that you can save time.

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Sources:

https://marketinginsidergroup.com/content-marketing/why-social-media-is-important-for-business-marketing/#:~:text=Social media is an essential,month%2C it’s no passing trend.

https://blog.hubspot.com/marketing/pros-cons-facebook-twitter-instagram-social-media


About the author

Nicole is a freelance designer and writer that has written articles for different sectors.