Customers sales finally the volume of actual sales

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7. Customers (sales) Finally, the volume of actual sales that occur as a result of a person clicking on the link in the social media post should be measured. For organisations that transact online, such as an online retailer, this is can be measured relatively easily. However, for businesses that do not have ecommerce functionality, it can be difficult to determine the exact source of the sale. Like Leads, a way to track and assign sales is to use a unique identifier (e.g. discount code). Below is an example set of data for ‘Smart Web Design’ that uses three social media networks – Facebook, LinkedIn and Instagram. On Facebook, the company has ~34,950 page likes (i.e. followers) and posts approximately once per day, often ‘boosting’ posts to increase the reach (i.e. impressions). On Twitter, Smart Web Design has 69,400 followers and posts about 4 times per day, also sponsoring posts to increase the number of impressions. On Instagram, the business has 10,250 followers and posts around 2 times per day, but does not run any paid ads.
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142 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | MAINSTREAM SMM_V1.2 Social Media Marketing Scorecard Example: Smart Web Design Smart Web Design - July Facebook Twitter Instagram Total Posts 29 118 62 209 Followers 34,450 69,400 10,250 114,100 Impressions 388,344 546,410 635,501* 1,570,255 Impressions - organic 154,433 403,029 635,501 1,192,963 Impressions - paid 233,911 143,381 0 377,292 Engagements 11,377 4,300 23,906 39,583 Likes 8,288 3,081 15,888 27,256 Comments 2,094 617 7,947 10,658 Shares 218 274 71 563 Post clicks 777 329 - 1,106 Traffic 8,340 11,090 3,184 22,613 Leads 196 482 268 946 Email addresses 148 388 128 664 Customer enquiries 48 95 140 283 Customers 116 102 67 285 Sales 16,472 14,892 11,926 43,290 *Instagram does not currently provide impression data, so impressions are estimated by multiplying the number of posts and followers.
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143 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | MAINSTREAM SMM_V1.2 Where to source the data Most of the mainstream social media networks have ‘native’ reporting – detailed data that can be downloaded / exported into spreadsheet files, such as a csv file. This data can then be manipulated and reformatted into the structure proposed above. The downside to the native reports is that they only relate to the network being analysed and do not provide a holistic view of all mainstream social media networks. In some cases, data will need to be gathered by examining each post individually and building a database. Alternatively, there are several third party web tools that can be connected to multiple networks to capture data in real time, such as Hootsuite, BufferApp and Sprout Social. These tools range in price and functionality, and can greatly reduce the time taken to gather relevant data and produce reports. Capturing data over time Capturing the data for the reporting period (i.e. month) is useful because it provides a snapshot of the performance for that period. However, the data does not show ‘trends’ (that is, how the data has changed over time). In order to do this, results must be captured over several periods (i.e. each month), with each period being compared to the previous. If this data is consistently captured, it
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