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The number of likes/followers on its social media pages is not the metric to measure social media marketing success.
It is based on three key measures:
1. Reach (How many people could you have reached with your message?)
2. Engagement (How many people actually did something with your message?)
3. Conversion (How many people took action because of your message?)
It should be measured by number of reach, impressions and engagement rate with the customers
If they are selling only online (have no outlets for the products only selling and distributing through the net) in this case YES. If they have outlets and products in the market, I see they should consider the likes/followers on the media pages, but they can't depend on it in measuring the success of the campaign, because this is a small category of the clients.
The number of likes on social media can never be taken as the only measure of success of a products' marketing strategy. Yes likes may be considered as one of the positive measures, but many a times many social media users put a like on social media just for the sake of liking. The ultimate goal of marketing is to maximize sale, which has to consider the purchasing power & intention to buy of the customers too, which is unknown on social medias. The measure of marketing success can be considered when the target consumers can be validated as a lead i.e. when the likes are repeated from a single user and the links of the portals of the product companies are hit, then it is surely a success. So number of hits on the portal link on social media can be considered as a measure of success of a products' marketing.
No , Never. Marketing is just the strategy but the actual results should always be measured in terms of sales/revenue . The real marketing success is when it increases the numbers in terms of revenue !
I don't think so due to one reason, likes and followers can be bought nowadays. Due to this fact, I won't judge a company's performance just by the number of likes or followers. However, I will take a look at the interactions on their posts to see if they seem to be organic or not real. But to most people, especially new business owners. they believe that the greater the number the better their image.
No, those are an outcome of the promotion efforts directed at driving traffic to / subscribing to your social media page / feeds. A company's marketing success in the social media context is active deeper engagement (over and above shares and likes) like comments, appreciation and suggestions, based on the kind of content showcased on the page / on your feeds.
no .. it should be measured by number of clients and jobs per year
Though likes/follows is something which increases the reach of any page/profile, it should not be the only criteria for measuring the success. The success of social media marketing is considered from following aspects.
1. People following your page, it determines your reach
2. How many leads are you generating from your social presence.
3. How many queries you are able to resolve through your social presence by interacting with your end consumers, retaining them.
If you are able to achieve a healthy mix of above things from social media pages then I think it is successful.
Absolutely no.
What matters is the user's engagement with the brand which is where most companies struggles.
