One of the best and simplest ways to get an idea of your social media ROI is by tracking the number of people who click the links you post to your social networks. Tools like Brev.is make it easy to track your social media links and determine
precisely how many people have clicked
through to your main content.
This number of click-throughs not only tells you how many people thought your link was worth clicking, but it also helps you discover the best time(s) of day to publish posts, what sort of teasers are best for your links, and what sort of content really interests your fans and followers. Heck, with Gremln’s Target Pages tool, you can even track link clicks from your tweet all the way to the actual sale. ROI measurement doesn’t get much better than that.
But the number of clicks can only take you so far. At some point, you’re going to need to sit down and answer the question, “How many clicks is enough?” How many times does your adoring public need to click on a link before you can call your tweet a success?
To answer that question, let’s turn briefly from the world of social media ROI and examine the equally exciting topic of wingsuit B.A.S.E. jumping.
That’s right. Wingsuit B.A.S.E. jumping.
Now, let’s pretend I don’t have a crippling fear of heights and that I’m interested in buying my very own wingsuit. But wingsuit jumping is something I have absolutely zero experience in. I have no idea what the value of a wingsuit might be in dollars. I honestly wouldn’t know if I should expect to pay $500 or $50,000. So how can I determine how much I should pay for a decent wingsuit?
The answer is by comparison. As human beings, we often derive value by comparing similar products. That's one of the reasons we do comparison shopping. We want to determine the best value for our money, based on what companies commonly charge for similar items. So when it comes to wingsuits, I need to do some comparison to determine what price is a good price*.
The same is true for link clicks. There’s no hard-and-fast number that marks your social network post as a success. After all, one person might be happy with 100 clicks, but another might not be satisfied until he hits 10,000.
The key to success measurement, as in value measurement, is comparison. If you posted a link that got 300 clicks last week, then a link that gets 400 clicks this week is more successful by 33%. If your first tracked link receives 50 clicks, then anything higher than that for the second post is a success, and anything lower than that isn’t as successful as it could have been.
The number of people who click on your links can depend on so many factors. How many Facebook fans do you have? How many Twitter followers? How many of your fans and followers are active, rather than passive? How many of them are online when you post your message? How many retweets and likes and @mentions are you getting? What’s the overall exposure of your link? There are so many variables to the equation that reaching a high target click-through goal can often be (at least in part) beyond our control.
So when you’re trying to determine how many clicks is a good number of clicks, look back on how your links have performed in the past, and make your determination based on that comparison. And always remember; the value of statistics lies in how we perceive them.
*For those of you wondering, I did indeed do a little comparison shopping. $1,000 appears to be a pretty good price for a beginner’s wingsuit. If you buy one, let me know how it is.