When you are trying to determine how successful your campaign will be or is, you must first determine what metrics makes the most sense for your specific needs. These metrics may be in the form of either quantitative or qualitative measurement. Quantitative metrics can be used to track and measure your results in social media based on pure numbers; followers/fans, tweets, etc. You can view results immediately by tracking the increasing number of fans or followers participating in your campaign. Tracking analytics that show click-through rates will determine how effective your campaign has been at converting those fans to consumers.
While sales are often the main goal, it is important to remember the value of increased viewership to your site. Although they may not be immediately converted, you may have sparked the interest of a new visitor, causing them to return to your site, and thus increasing the chances of a purchase.
The qualitative results of a social media campaign are the customer engagement and brand awareness you build. What direct interaction with your consumers allows is trust building and feedback. Products and services can be shaped by this feedback and thus produce a positive return. What you do with the quantitative results of a campaign, your fans followers and site visits, is just as important as the numbers.
Qualitative metrics, also known as user-generated content, is in fact measuring the word-of-mouth marketing your brand is receiving. Often times, this is the main factor in a purchasing decision. With social media being the new word-of-mouth, using social media for marketing is one of the most effective marketing tools. This organic conversation about a product and/or brand is viewed as unbiased genuine opinion from consumers and holds great value in the marketplace.
Whether you’re looking to track numbers or create brand loyalty, quantitative and qualitative measurement has the same goal: increase sales. Each is important, but what’s more important is to know how you will define success.
