We’re tackling a big question today: how can you tell how your timeshare resort’s social media campaign is really doing?
You’re writing one blog post after another about your timeshare resort and destination. You’re forever posting great content to Facebook, Instagram, YouTube, and more. You’re tweeting away like a happy robin in Spring. You’re doing all that and everything else you should be doing to reach out on the social media and promote your timeshare business. But how can you tell if it’s really working?
Easy. Just measure how many readers and followers your timeshare resort has, and you’ve got your answer.
Except… not so fast! That’s not what really matters at all.
Raw numbers don’t count for much if you’re lacking engagement
As we’ve said before, the point of social media marketing is to build up a community of enthusiastic followers who are happy to talk about your timeshare product to their friends and networks, and who are willing to help you get your message out there.
Large numbers of followers look great and are great for your timeshare resort’s image too. However, what you really want to see apart from the raw numbers is that people are actually interacting with your content, liking it, sharing it, commenting, and so on. You want people talking about your timeshare offering all over the Internet.
The measure of your social media marketing success is that critical and highly-valued word-of-mouth marketing in action.
So how do you actually measure the success of your social network marketing efforts?
Of course, you can measure social media engagement by looking at things such as likes, shares and comments on your own content. That will give you an idea of where you stand, but it’s not all.
People don’t only talk about your timeshare brand or resort when they share something you posted. In fact, if your social media campaign is truly successful, much of the activity you want to measure is probably happening outside of your immediate networks without your resort being tagged or notified at all.
What you actually need to measure is the amount of online chatter you are getting across the whole of the Internet.
That sounds like a daunting task, but thanks to Google, it just takes a few searches for your company or timeshare resort names and related keywords to tell you how much is being said about you outside your networks and on third party websites. You can also customise your search to match specific periods of time you want to know about.
Also make sure to sign up to Google Alerts for your brand names and other relevant search terms so that you are notified when Google finds new content about your resorts. If your search terms are getting mentioned often by third parties, you’re on the right track with your social media.
And, of course, keep an eye on your website’s logs to see which sites are sending you the most traffic. This will give you more information about what is working and what isn’t, so you are able to adjust your social media strategy accordingly.
The thing is that as much as we would all like to be able to press a button and get an accurate reading of our social media success, you can’t just go out with a clicker counter and measure the whole Internet. This means if you’re used to having full and highly accurate stats at your disposal, you need to step out of your comfort zone as you work on your timeshare resort’s social media. However, you will soon find yourself getting used to reading the signs and using all the available information to make the best decisions about your campaign.