Question: Social media can offer a lot of benefits to a small business owner (exposure, sales, giving updates to customers). But how do I determine if social media is working for me, and adding value to my business?
Answer: The first thing to determine is what success looks like to you on social media. If you set up a Facebook Page for your business solely because you want to increase sales, and you’re not seeing a strong increase over a six-month period, you might not consider that successful. However, as pointed out above, social media can offer many more benefits than just increasing sales. One way to measure those benefits is to look at the data behind your account or Page, often referred to as Insights. From there, you’ll be able to measure how many Likes and comments your posts get (engagement and information for your customers) as well as how many people see your posts or ads (exposure). Using this data, you can get a more accurate picture of what’s working, what’s not, and what’s truly providing value to you and to your customers on social media.
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