{"id":13282,"date":"2019-03-15T07:37:50","date_gmt":"2019-03-15T07:37:50","guid":{"rendered":"https:\/\/www.marketingprofs.com\/articles\/2019\/40778\/how-effective-is-your-brand-on-social-media-heres-how-you-can-measure-that"},"modified":"2019-03-15T07:37:50","modified_gmt":"2019-03-15T07:37:50","slug":"how-effective-is-your-brand-on-social-media-heres-how-you-can-measure-that","status":"publish","type":"post","link":"https:\/\/marketingnewsbox.com\/?p=13282","title":{"rendered":"How Effective Is Your Brand on Social Media? Here’s How You Can Measure That."},"content":{"rendered":"

Steadily growing platforms such as Facebook (2.18 billion active monthly users), Twitter (336 million), YouTube (1.9 billion), LinkedIn (294 million), Instagram (1 billion), Pinterest (200 million), and Snapchat (255 million) have ensured that brands use social media as channels for establishing and growing their online presence.<\/p>\n

But is social media living up to its promise of helping marketers reach potential customers and delivering business results?<\/p>\n

The social media users of today have gotten savvier. They know that brands are producing promotional content: 86% of the people are confident in their ability to identify content as con-tent marketing (Clutch<\/a>).<\/p>\n

Meanwhile, as a marketer, you’re sweating blood to create tons of social media content and investing in paid ad campaigns to help your content gain more visibility.<\/p>\n

Is all of that converting into real business results?<\/p>\n

Significant percentages of social media marketers find it difficult to measure ROI to deter-mine what content to post:<\/p>\n

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Source: Sprout Social<\/a><\/em><\/p>\n

Moreover, most brands suffer from poor engagement rates, fake or nonperforming followers, and lack of user interest in branded content. Facebook usage among young Americans de-clined 15% in 2018 (The Infinite Dial 2018<\/a>):<\/p>\n

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Another major challenge faced by marketers is ad fraud. You could be running a paid ad campaign you think is successful, only to realize that much of the new page likes or engage-ment you’ve gotten isn’t real. Some $19 billion in ad revenue was expected to be lost in 2018 as a consequence of fraudulent activity (Juniper Research<\/a>).<\/p>\n

Building a real brand on social media is a bigger challenge than ever before. Understanding where you now stand is the first step toward taking the right direction.<\/p>\n

How to Measure the Your Social Brand Strength<\/strong><\/p>\n

You can measure your social media presence and its effectiveness by tracking some key com-ponents:<\/p>\n