National enterprise marketing on social media platforms has changed dramatically in the past few years. Most major social media sites now have analytic tools available for users to measure the efficacy of their campaigns, but that doesnt necessarily solve the challenges faced by national brands that implement campaigns across vast networks and geographic areas.
Popular Methods of Social Media Campaign Analysis
Many enterprise marketing professionals choose to use social analytics to measure more than just big data. Demand Metric polled a number of marketing professionals with the results listed below.
- 60 % utilized analytic tools for campaign tracking.
- 48 % utilized analytic tools for brand analysis.
- 40 % utilized analytic tools for competitive intelligence.
Common Challenges Reported
The most challenging obstacles cited were related to funding, staffing, and other variables linked to limited resources. 55 % of respondents felt that campaign analysis would be better served with more resources, a difficult claim to argue against. Similarly, the acquisition of resources for national enterprise marketing is a challenge that largely falls outside the scope of SMB Internet marketing.
Even more interesting,
Over half of all respondents reported that linking measurements to objectives was a major challenge.
53 % of respondents reported that it was difficult to link analytic measurements to tangible objectives. This lack of ability to clearly link marketing campaigns to goals begs the question how effective social media data analysis really is for over half of the respondents. Bottom line, its important to realize the number of friends or followers you have does not always directly translate to conversion rates and returns. A study conducted by Ascend2 in November 2013 found similar results.
Tying Analytic Data Back to Goals
The best analytic data from social media sites may not do any good if it cannot be traced back to tangible goals. Marketing experts need to clearly connect data analysis with objectives. Otherwise, whats the point in utilizing resources to analyze social media metrics at all?
It is important to note that goals for social media campaigns do not end at conversion rates and returns. Goals can include a number of things such as improving online presence, rebranding efforts, and consumer education. It can be difficult to trace B2B sales from a social media site. However, data analytics do not end there. It is important for national enterprise marketers to look at the big picture rather than hone in on conversion rates, and only conversion rates.
It is also important for marketers to design social media campaigns with measurable goals in mind. In many ways, working backward can be the best way to measure analytic data that links directly to specific, measureable goals and objectives. Measurement can always involve a margin of error, and in the context of social media marketing it should.
Achieving What Enterprises Want to Accomplish on Social Media
In Summary, acquiring necessary resources and personnel is often the first step to designing a successful national campaign. The second step is to measure metrics that are designed with specific goals in mind, and track the conversion funnel using a custom dashboard for each campaign.