Recently, we came across a great article addressing how up to 94% of Social Media Marketers are looking at increases in Fans and Video Views as they primary Key-Performance-Indicator to campaign success. This was an interesting approach to dispelling this myth as fans and page views are truly not the only way to measure the success of your campaigns. We believe that ultimately driving that next step of engagement, or in-store/online purchase, is the primary goal of all online campaigns.
This can be incredibly difficult to measure and assign value to but as this media increases in top-of-mind for local and national advertisers, more tools will be built to measure this. Ultimately, integrating campaigns that drive on-site engagement and measurable results in store is the primary goal of all Social Media Marketing campaigns. Multiple touchpoints that drive coupon downloads, calls, and online purchases should be a focus of all SMM campaigns and building in initial strategy and systems to track this will be the way of the future.