So, you have set a global goal, outlined the tasks - how you want to achieve the goal - then you need to outline specific actions, each of which should have its own metrics, that is, KPI, by which you will track the effectiveness of each of them.
Example of an SMM promotion plan:
Target Increase sales by 25%
Task Increase website traffic
Actions • advertising with bloggers;
• targeted advertising
Metrics • transitions from social networks;
• transitions by UTM tags;
• sales using a promo code.
KPI in accordance with the objectives
Recognizability:
the number of brand mentions, brand business & consumer email List hashtags (slogan, brand) in social networks, search engines, media;
number of subscribers, blog visitors, registrations in the community;
Reach is the number of people who see your message.
Type of coverage What does it mean?
Organic, natural coverage Number of impressions to community subscribers.
Paid, advertising reach The number of impressions received through paid promotion.
Viral reach The number of impressions to those who are not subscribed to the page, did not join the community. That is, impressions received thanks to reposts.
You can measure recognition using Yandex.Wordstat : it allows you to see how often your company was searched for in Yandex.
KPI in accordance with the objectives
A similar service that allows you to track the dynamics of search query popularity is Google Trends .
There are tools for tracking recognition both in social networks themselves and in advertising accounts.
Image and positioning
the tone of opinions about the company (the ratio of negative to positive statements), whether your profile is noted;
involvement in own media;
the number of neutral or positive activities (comments, discussions, retweets, likes) - how much and in what key.
There are two leading services for image assessment on the Russian market: Brand Analytic and YouScan . They allow monitoring social media, and also track the media, forums, and review sites. This is necessary if several thousand brand mentions appear per month, i.e. this is a solution for medium and large businesses.
If we are talking about a smaller number of mentions, they can be tracked using the social media interface: every day, monitor and track from your phone or computer how often people tag you on social networks.
