You’ve got a marketing plan, you’re on Twitter, you have a website and you have a blog. Now what? Measuring marketing results in social media is essential for REALTORS® who are making their mark in the online space. According to InmanNext, “Social Media, SEO, and blogging are the highest areas of participation, but the lowest spend,” making social media an attractive and affordable resource for REALTORS®. But aside from a general feel for the tenor of the conversation, what are the best way to measure results online, and more specifically in social media? Here’s a Guide to Measuring Online Marketing Results for REALTORS®.
Social Media Statistics
If you spend enough time on social media you’ll come to understand the tone of the conversations, and you’ll be able to see the raw number of fans and followers. Aside from those top-level vanity numbers, here are a few social metrics you can easily track:
Blog Traffic: A measure of visitors and their behavior. By tracking visitor behavior on your real estate blog you’ll be able to see which posts received the most visits and how readers reached your post and interacted with it. You can track everything from basic visits all the way down to where geographically people are viewing your content.
Retweets: A retweet is when someone on Twitter sees your message and decides to re-share it with his/her followers. A retweet button allows them to quickly resend the message with attribution to the original sharer’s name. A retweet is the highest level of engagement on Twitter because it spreads your content and message to a whole separate Twitter audience.
@ Replies: An @reply is any update posted by clicking the “reply” button on a tweet, or by inserting an @username into the text of a tweet. The number of times your username appears in a tweet is a good indication of engagement on Twitter.
Engaged Users on Facebook: Engaged Users is the number of people who have clicked anywhere on your post. If you manage a brand or personality page, you can find this metric in Facebook Insights.
Twitter Reach: The measure of unique followers or Twitter users who received your message. For instance, every time you tweet you reach your immediate followers. Each time they share a piece of your content, you reach all of their followers. And so on down the chain. A high level of Twitter Reach means your message is getting in front of a lot of eyeballs.
Twitter Impressions: Similar to reach, the aggregated number of followers who received or were exposed to your message.
Tools to Measure and Manage Social Media
REALTORS® who have embraced social media as a business tool will surely be on the lookout for business tools to make social media easier to use. Here are a few tools for managing Twitter, Facebook and email newsletters, as well as for tracking blog and website performance:
TweetDeck: This mobile app and desktop tool allows users to arrange social media feeds with customizable columns, filter and schedule tweets, monitor and manage multiple accounts, and receive alerts and notifications for new tweets.
HootSuite: Similar to TweetDeck, HootSuite is a social media management dashboard that allows for scheduling, tracking, alerts and analysis for multiple account.
Google Analytics: Blog, website and social media tracking software that lets you measure sales, conversions, traffic and visitor behavior.
MailChimp: There are a lot of tools for managing email newsletters — MailChimp is among the best for designing custom versions that integrate with social tools and for tracking results.
Digging Deeper into Social Stats
If you’re already using the tools above and are looking for even more insight into your social media success, here is a list of useful tracking tools that cross a lot of platforms.