How Do You Know If Your Social Media Plan Has Succeeded Or Failed?

1. Tom Chant, Head Of Customer
Innovation, O2
M e nu
SocialBro > Blog > HOW DO YOU KNOW IF YOUR SOCIAL MEDIA PLAN HAS SUCCEEDED OR
FAILED?
How Do You Know If Your Social Media Plan Has Succeeded Or Failed?
Posted on April 22, 2015 by Andy Vale 0 Comments
“When running a campaign, you want it to be a
success. But if you know you’ve failed, you can
still move forward from there and learn from
it. The worst thing is when you don’t know if
you’ve succeeded or failed, then you’ve got no
bearing on what to do next. So a task in every
campaign is working out what constitutes
success or failure.”
Tom Chant, Head Of Customer Innovation,
O2
Speaking at Big Brand Week, London, 15th
April 2015

2. In 2015 there is no reason to not have a solid idea how your social campaign has performed. The
major social channels are mature and there are tools that provide incisive depth into the
performance of your campaigns. But if you’re not asking yourself the right questions when you
plan your campaign, you may not be in a position to adequately assess your performance at the
campaign’s conclusion. So, to ensure you’re as clued up as possible about how well your
campaign has performed, here are some things that you need to think about from the onset and
provide unambiguous answers to:
What Is The Purpose Of The Campaign?
Before you start you need to be clear on the improvements you would have made to the
business when the campaign is finished. Maybe you want to spread a specific message, perhaps
you want to drive leads or convert followers to customers. Whatever it is, starting with a clear
outcome in mind will help to direct your campaign and give you something to refer back to when
assessing the overall performance of your campaign upon its conclusion.
What Metrics Will You Use?
You need to ascertain how you will measure your performance to know if you’re helping to reach
those eventual outcomes you set out to achieve. While impressions are a start, we believe there
are now many more in-depth metrics that you should look to take into account when deciding
what you want to measure. Traffic, relevant engagement, sales, influential participants in a trend,
or leads can all be quantified then provide data which can be actioned upon in future marketing
campaigns.
Who Do You Want To Attract?
Regardless of any big numbers, if your campaign failed to connect with your target audience then
there are definitely going to be some changes you need to make next time around. Defining and
locating the audience you want to connect with as accurately as possible will help to keep your
campaign on the right track from the start. At the beginning of the campaign you can use
segmentation tools to put Twitter users into a Tailored Audience list featuring the individual
accounts you wish to target based on a large number of customisable variables, meaning your
Promoted Tweets will only be seen by the precise users you desire. Later on in the campaign
you can also use SocialBro to find out who is mentioning or retweeting your brand throughout the
campaign to see what sort of an audience your campaign is reaching.
How Will You Monitor The Metrics?
Once you know the metrics to measure, you need to decide what tools you will be using to
accurately measure those metrics. It will be far easier if you test some out ahead of time so that
you can learn how to use them, budget accordingly for your demands, and receive advice on how
to implement the tools into your campaign if necessary.
Where Can You Improve On Previous Campaigns?

3. Identify points from your last campaign (either your most recent one, or your last season-specific
one eg. Christmas) where you would like to improve. You can use monitoring tools to look at
previous hashtags or links that you used to see the quantity and a quality of people using them.
This can then set the bar for your new campaign.
How Did Your Competitors Perform?
If your competitors have done similar campaigns, it can be helpful to know the benchmarks set
down in your industry by them. You can directly compare your social accounts to a competitor at
the beginning and end of a campaign to see if there are areas where you have gained ground (or
increased your lead) over them, or if they’ve performed better during that time. You can even
see how many of their followers you have won over during your campaign. Thinking about what
you want to achieve within this context can help you with your goal setting.
If you have put clearly defined answers in place for all of these questions, you will be helping
to eliminate uncertainty about how your campaigns are performing. This means you can
troubleshoot quicker, or identify areas that were responsible for your success. What other
questions do you like to have answered before you start a campaign?

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