How to measure the success of organic social media campaigns

By Evolved • 11 October 2023 • 4 minutes reading time

Imagine conducting sales and marketing activities in the world’s most competitive market, where the top global businesses strive to stand out – introducing the power of social media.

When it comes to social media you’re shouting about your value proposition, your brand ethos, and your many product deals (which are indeed very competitive in the market). So, understanding your business’s presence in the market is paramount for brand visibility, but how do you know that the visibility is actually helping your business or impacting it at all?

Grasping the characteristics of social media becomes important and detrimental to the success of your campaigns. Now, we know that in today’s fast-paced and competitive digital landscape, social media is a game-changer where businesses can stay relevant and thrive. When it comes to connecting with your final audience, two major strategies come into play: organic and paid social media campaigns.

The power of organic social media

Organic social refers to any activity carried out on social media applications utilising the platform’s free tools i.e. the creation of content and interactions that don’t require a direct ad spend. Instead, organic social media relies on genuine engagement, community building, and fostering authentic relationships with your audience.

The magic of organic social lies in its ability to create meaningful connections and build brand awareness and loyalty that is inherently authentic. When your organic social strategy is catered first, around your audience and second, around your product’s ability to help the audience, the brand campaigns can yield key results. This also means, any content which is directly advertorial and doesn’t benefit your end user probably isn’t the content that will have a qualitative and quantitative impact on results.

How organic vs. paid social campaigns differ

Cost: The most glaring distinction between organic and paid activities is the cost attached. Organic social media is all about unpaid content, while paid campaigns involve money/financial investments to boost posts or run ads.

Audience Reach: Organic campaigns primarily reach your existing audience and their connections, whereas paid campaigns allow you to target specific demographics, interests, and behaviours, potentially reaching a broader audience.

Engagement: Organic campaigns thrive on genuine engagement from your audience. On the other hand, paid campaigns may yield immediate results but might lack the same level of authentic interaction.

Measuring the success of organic social media campaigns

Now having understood that organic social is not just about quantity, but also quality. Having both quantitative and qualitative metrics in place helps you track the impact of many campaigns and even further, helps you create better yielding results. The elements you should measure to gauge the success of your organic social media endeavors are:

Traffic Metrics

Views and Impressions: This helps you keep tabs on how many people have laid eyes on your posts or content. Use platform statistical insights or leverage tools like Google Analytics to measure this effectively.

Content Volume: You need to measure the frequency and consistency of your posts. The more relevant content you share, the higher your visibility.

Engagement Metrics

Clicks: Keep an eye on the number of clicks your posts, links, and call-to-action buttons receive. It’s a strong indicator of healthy content interest.

Shares: When users share your content, your reach expands exponentially, showcasing the value your posts hold for your audience.

Comments and Replies: Engage actively with your audience through meaningful conversations. A high comment rate indicates an active and involved community.

Success Metrics

Conversions: Track the number of users who take desired actions, such as signing up for a newsletter or making a purchase.

Follower Growth: Measure your follower count’s growth over time. A steady increase reflects your content’s appeal and relevance.

Brand Awareness: Employ surveys and sentiment analysis tools to gauge your audience’s perception of your brand.

Research consistently underlines the substantial impact organic social media has on brand perception, customer loyalty, and even purchase decisions. For instance, a study by HubSpot sheds light on how social media influences various age groups.

In conclusion, the power of organic social media campaigns lies in their authenticity and the authentic connections they foster with your audience. To measure success, focus on key metrics such as traffic, engagement, and tangible business outcomes. By harnessing these insights, your brand can embrace the full potential of organic social media, strengthening its digital presence and cementing its place in the minds of your ideal customers.

If you would like to speak to our paid social experts about how you can improve your campaigns, get in touch today. 

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