As social media continues to grow, it is essential for companies to be where their customers are: online. Although many companies know which platforms to use to reach potential customers—Facebook, LinkedIn, YouTube, Twitter, and Instagram, among others—many do not know the most important metrics to track the success of their social media efforts.
If you are a savvy winery owner, marketing or brand manager, you might be asking, “What is the ROI of social media?” or even “How does social media serve our brand?”These questions are ones that have long plagued the wine industry since social media became a marketing tool.
Any business who uses social media as a marketing tool knows that a significant amount of time is spent planning and crafting messages. One way in which we see companies fall short, is not measuring the results of their efforts. But before we can look at which results to measure, it starts with having clearly defined goals.
It’s no secret that social media moves at the speed of light. Within 30 seconds of signing in to Twitter, for example, there are at least 120 new updates. With this pace, tirelessly trying to keep up with posting, creating content, or engaging with others can quickly cause overwhelm to set in.