How Do You Set KPIs For New Social Media Campaigns?

[Rod Low]

Hi ppl,

We know that in order to have a successful social media campaign, we have to set KPIs and most of the time, the measurements are based on the objectives of the business. However, what I want to find out is, how do you determine the KPIs if the client have never run an internet marketing campaign before, let alone SM campaigns. On what basis would you determine the KPIs?

Would you fine tune the metrics along the way?

Thanks!

[Jim Turner]

Hi Rod,

Thanks for your question. It's a good one.

From my experience it is very difficult to do a "campaign" in social media. SM is about relationships and it's an ongoing process. Campaign infers a beginning and an ending. You don't want to do that in SM.

When I reflect back to my last 16 months in SM I can see this in effect. Starting out as a "nobody" and unrecognized by all to the point now where folks say, "Geez, you're everywhere I go, I see you all over the place."

That is purely because of specific actions I took to get virtually plastered all over the place in Facebook, LinkedIn and Twitter. Now, I work a lot less harder to "get noticed" but only maintaining and continuing to grow bit by bit. There are people who think that I don't sleep. But it's really how I have positioned myself in these 3 platforms that makes it appear that way.

It is extremely difficult to burst onto the scene in SM unless you have a large following else where, such as if you're an Oprah, where she has a large television following. But even Oprah can't have an effective SM presence if she doesn't participate, as you can see with her in the case of Twitter.

Hope this helps. Would be very interested in hearing others opinions on this question.

Regards,

Jim