There are several failure points you need to watch out for:
1. You Have Lame Goals. Choose Better Ones.
Without a clear goal, you won’t know what to measure or if you’re successful.
Sometimes your social media goal doesn’t relate directly to bottom line revenue or profits, so you aren’t able to tie social success to a bottom line number. Because of theat, we recommend making your goal something closer to the bottom line, like lead gen or sales. Go beyond engagement and get them to your website.
Also, we recommend getting emails rather than more fans or followers. Emails are portable and cost less later on, given the need in Facebook to pay to promote your posts to your fans.
2. You’re Using The Wrong Metrics. Choose The Right Ones.
Without a key metric, you’ll get caught up in looking at the wrong numbers.
If you follow my goal-related advice above, your metric is going to be closer to the bottom line than reachor fan growth or post likes.
I’d like to see you use cost per lead or lead per impression or revenue or ROI.
3. Your Tracking Is Inaccurate. Go The Extra Mile To Track Accurately.
This is a problem everywhere. Almost always, you have to do something custom to track social media accurately. That can be as simple as adding URL Builder parameters to your URLs. It’s an extra step, but it makes a huge difference when you look at your analytics.
Otherwise, you’re probably only seeing 20% of your actual social traffic come up as “social”. It gets stuck in that “direct” category instead. That means 80% of your social traffic may not be visible in your analytics as “social”. That makes everything you do look bad.