Evaluation, Evaluation, Evaluation: Measuring Social Media Success

It is essential that social media content creators evaluate the success of their posts and campaigns to ensure they are impactful and effective. By setting specific, measurable and time-bound objectives from the start, it is easier to clearly evaluate success using online and in-app tools and other resources.

By having an effective evaluation process, content creators can make sure that their posts are being talked about and are effectively grabbing the attention of people on each of their platforms. Because most social media campaigns drive real-world action in addition to online action, new methods of evaluation must come into play.

Measuring Social Media Success

One way to measure the success of a social media post is to evaluate the ROI for the organization. By understanding this concept (and even pairing it with a SWOT analysis), future strategy can be enhanced and modified using past engagement. For example, if Target, the national retail giant, conducted a social media campaign promoting its new clothing line, success would be measured in likes, comments and shares (online action) and in-store sales (offline action).

Additionally, using key performance indicators (KPIs) to see if posts are effective is another great way to measure success. Aligning your KPIs with your original objectives is of utmost importance.

Facebook, Instagram and Twitter are three social media platforms that allow content creators to see real-time data for each of their posts. By turning your account into a business account, you are able to easily track your KPIs and measure ROI.

Case Study: Boys & Girls Clubs of America

The Boys & Girls Clubs of America (BGCA) aims to “enable all young people, especially those who need them most, to reach their full potential as productive, caring, responsible citizens. Their vision is to “provide a world class Club experience that assures success is within reach of every young person who enters our doors, with all members on track to graduate from high school with a plan for the future, demonstrating good character and citizenship, and living a healthy lifestyle.”

In 1806, four women in Hartford started the first Club in hopes of helping boys improve their behavior and increase their personal expectations and goals. Later, in 1906, several of these Clubs decided to affiliate and they became The Federated Boys Clubs in Boston. In 1931, they changed their name to Boys Clubs of America. Finally, in 1990, Congress amended and renewed their charter, making the organization the Boys & Girls Clubs of America.

The organization now has 500 Clubs across the United States that provide a safe space for youth to have fun, learn and grow into their full potential. BGCA provides afterschool and out-of-school time services for kids and teens, allowing for a safe space for mentorship and growth.

Across its social media platforms, BGCA aims to expand its network and introduce more individuals to the organization and its Clubs. At times, posts made by BGCA encourage monetary donations or volunteers at local Clubs. The organization is also known for using spokespeople such as prominent figures or celebrities in its social media posts to further the mission of the organization.

A recent post on BGCA’s Instagram account prompted the organization’s followers to join the conversation surrounding AANHPI cultures during the month of May.

Source: Instagram (bgca_clubs)

The objective of this post was to increase people’s involvement in the AANHPI month celebration by seeking an “x” percent increase in Instagram engagement during the campaign in May 2023. Because BGCA is focused on diversity, equity and inclusion, it would make sense that there would be an attempt to involve its Instagram community in AANHPI month. The phrase “comment below” shows an immediate call to action, while the background information and tags above set the foundation on what the post is all about.

The evaluation process for this post can include gathering data using your KPIs (these could be likes, comments, shares, etc.) and measuring if the ROI was where the content creator wanted it to be. A large organization like BGCA will most likely use a social media analytics and scheduling platform such as Hootsuite or Sprout Social, which makes it easier to gather data. When it comes to measuring offline action, success can be measured in Club registration and campaign involvement.

The bottom line is that evaluation is key. Use KPIs to make decisions based on ROI. Social media content creators can continue to produce more effective and impactful posts by doing so.