The key to driving real results in your social media program is to define success up front, and identify a metric to measure it.
Social Media Safari Question #3: “Does social media really work for leisure marketing specialists?”
If you’re a leisure marketing expert there are two ways to read this question. 1.) Have social media campaigns produced measurable results for other leisure marketing brands?
There are lots of case studies to support the argument that social media works.
Leisure and lifestyle brands large and small have successfully used social media to build communities of loyal followers, promote new products and drive traffic to their stores or channel.
You can read my posts about the social media successes of Starbucks, HBO and Hi-Tec by clicking on these links. If you want to read about other leisure brand social media success stories, I’ve written another post in the Social Safari series that offers more examples.
The other way to read this question: Will social media work for my leisure marketing campaign?
Before you can define if a social media program will work for you, first you have to decide what you’re trying to accomplish.
Are you using social media to start a dialogue with a new demographic? Establish yourself as a thought leader in your category? Attract business to your e-commerce site?
Build a database that you can use to prospect to? Create a new channel for customer service? Drive business to your bricks and mortar business?
Once you understand the result you’re trying to achieve, it’s easy to identify a metric to measure your campaign:
- If you’re trying to start a dialogue with a new demographic you can measure the increase in Fans, Followers and Friends to your social sites.
- If you’re establishing yourself as a thought leader, you can measure the number of comments to each post, the number of times visitors download your e-books or white papers, or the number of visitors who come to your blog via social bookmarking sites.
- If you’re generating business for your e-commerce site, measure the increase in visitors to your site, their average length of stay or the increase/decrease in purchases.
- If you’re trying to create a new customer service channel through your Twitter feed, you could measure how many followers tweet you in a day/week/month or the number of problems resolved through your Twitter feed each day/week/month.
If you want more ideas on this topic, I wrote a post recently identifying dozens of ways to measure your social media campaign.
Looking for more answers to your social media questions? Check out these other posts in our 10-part Social Media Safari Series:
- Does social media really work for marketing leisure brands?
- How much should I budget for social media?
- 10 social media campaigns that produced real results.
- 2 social media success stories utilizing limited budgets.
- What Coca Cola, Starbucks and Oreo can teach you about leisure marketing on Facebook.
- The Top 10 social media thought leaders.
- 11 ways businesses are using Twitter to promote their brands.
- If Twitter can save Conan, it can certainly revive your leisure brand.
- 15 valuable resources for social media novices.
- 20 ways to make sure your leisure marketing campaign goes viral.