Social media campaigns are very tricky things to run, much less to evaluate once they're operational. Just take a quick look at everything that goes into a campaign, and look at exactly what that campaign is. Creating profiles on multiple platforms, purchasing ads, constructing posts, developing an audience, giving your brand a voice – all of these measures, plus many more, are taken in order to operate your campaign. And after you go through those varied steps, the actual payoff is wholly relative, which means you may not even measure results as pure profit but rather as increased reach.
Needless to say, campaigns via sites like Facebook are very tricky to gauge in the first place. Throughout this article, we will speak about reevaluating your social media campaign, as in when to do it and how you can tweak things a bit.
When and How to Reevaluate a Social Media Campaign
If the Buzz is dying down
A savvy marketer using Facebook for business is consistently going to look at the impact their brand is having. It's important to see what people are saying about your brand, or even if your brand is being talked about. To that end, you should always be on the lookout for any potential drop-off in how your brand is viewed by fans. For instance, if you notice the buzz is dying down from April to May, and then again from May to June, while you're still doing what you usually do, then it might be time to reevaluate.
You need to figure out what it is about your efforts that aren't being received well. Perhaps think about injecting new life into your posts by way of videos and infographics. Take a look at how many News Feeds you're hitting; think about changing up the time of day you post, the amount of posts you're leaving, and even reevaluate the demographics of your ad campaigns.
If Expectations Aren't Met
Another reason you may have to reevaluate your social media campaign is if your expectations are too high. A lot of new marketers on sites like Facebook come into the genre thinking that it's going to be easy, extremely cost-effective, and quick. They set lofty goals, such as 10k fans in a few months, or X percentage boost in overall ROI in six weeks. These marketers ultimately end up believing they've failed. Well, the problem here is that the expectations were simply unrealistic.
If you experience any type of similar problem, step away from what you think should happen and simply look at what is happening. Are you making positive progress at all? If the answer is yes, then readjust your goals and see about tweaking your campaign to improve on what's working. Create milestones that are lower and work harder to achieve them, rather than setting lofty goals you think will be reached automatically.
If the Audience is Immune
Though you may be catering to a relatively small sub-niche within a larger market, you better believe that there is still a lot of competition out there. One of the biggest problems marketers face over the duration of their campaign is an immune audience. This is essentially an audience that is no longer responsive to your campaigning efforts. Your posts, contests, and other efforts are going unrewarded, so it may be time to tweak the campaign.
Using a good ad-management app, think about creating a new set of ads that target new demographics in the same general market, split-test some ads and see if you can reach people with some new advertising tactics. Carry this theme over to what you're posting. Your audience may be inundated with the same old stuff from many different brands, and a quick change-up might reinvigorate them.
Understanding if your campaign needs to be rebooted is all relative to what your measure of success is. The three campaign “ifs” above are pretty much universal and deal with a slow campaign, but there are plenty of other things you should be looking out for when operating a campaign. Be aware of any changes or shifts, and always monitor and track your progress, whether it's your reach, your depth, your impact, or your bottom line. If you ever seem to be putting a lot in for very little in return, it may be time to reevaluate.