Amber MacArthur: You Need To Measure Your Online Campaigns [VIDEO]
"The metrics are something that [requires you] to come up with your own goals," she says. Because social media marketing is so new, there is still a lot of trial and error. Not only that, but she says that every company is different, and goals will vary depending on the size of an organization, and the unique customer base that you are attempting to reach. A large, multinational company is going to have different goals than a local, stand-alone store. The key is to find a goal that is manageable for you, and avoid comparing what you do to a company that is much different. However, that doesn't mean that you can't dream big or that smaller companies can't achieve the same success from their campaigns as larger companies. The goals will be different and tailored to your organization, but the returns can be just as high for a small company as for a large one.
Metrics aside, MacArthur points out that social media success really comes from being authentic and engaged with the online community. The deeper a connection you forge with people online, the more successful your brand promotion will become. In her keynotes and her consulting, she shares tips on how to effectively harness the potential of these new online tools. Because technology changes so rapidly, she advises companies to make 'relentless adaptation' a core value in order to capitalize on the newest trends. To succeed in the digital world, it is important to not only be aware of the current landscape—but to be prepared for the future as well.