How small businesses can measure and maximise social media performance

19 September 2014

  • Determine your KPIs--Key performance indicators are the advertising speak for the numbers that show how well something is working. It will vary depending on your need. Maybe you'll be interested in sales, or it might be increasing the number of people looking at a post because you're trying to build brand. Whatever the choice, try somehow to tie the media appearance back to what makes a significant difference to your company.
  • Check the timing--Keep a close eye on the timing between marketing campaigns, KPIs, and business activity. Although it's not perfect, you can usually make a reasonable bet on a sudden movement in an indicator immediately after the early stages of a campaign.
  • Look to direct marketing tricks--For decades direct marketers have been using such gimmicks as special codes and coupons. Tie slightly different prices or discount percentages to specific campaigns to help you track which ones worked. You can also include distinctive features in the medium, like a catchy image, and have inbound salespeople ask the customers what they saw in the ad.

Use some ingenuity and you, too, can track all sorts of marketing and learn which campaigns and forms work, and the types that aren't worth the money you spend on them.

 Hopefully this makes some sense if you are using social media as part of your small business marketing toolkit. At Clyde Solutions we feel that social media is an invaluable way to raise brand awareness and have an online presence. What do you think? We’d love to hear from you! Tweet us @clydesolutions or email


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