While whether to use social media is no longer a question for most companies and organizations, “How do I measure it?” remains a common inquiry – especially when it comes to newer networks, like Pinterest. When used correctly, social media can increase brand awareness and drive sales. But when you’re not using metrics, there is no way to determine if your efforts are achieving your goals or just adding tasks to an employee’s to-do list.
Honda’s Pintermission campaign is a great example of how social media can make a huge, measureable impact for a brand. This campaign, meant to reach potential buyers of the CR-V, prompted five influential pinners to get off of their computer, take a “Pintermission” and actually do some of the things they had been pinning. Once their Pintermission was complete, the pinners were asked to pin photos of their experiences. As a result, Honda was able to reach more than 4.6 million potential customers.
So how was Honda able to track the success of their campaign?
An infographic from Branderati.com and ShareRoot.co outlines 17 metrics to help businesses measure their Pinterest reach and impact as well as assess audience interests. Among them:
- Repins per pin—How many times have others repinned content you pinned on your boards?
- Average likes per pin—How many likes are your pins receiving?
- Recent follower engagement—What percentage of your followers have engaged with your most recent pins? This is a good way to determine which types of posts your followers like best.
- Velocity—How many pins and repins does your brand make per week? Using the recent follower engagement metric in conjunction with this one can help you determine whether your followers enjoy more or less frequent posts.
- Top fans and influencers—Of the most connected people on Pinterest, who is following your site?
Need help keeping up with your social media pages? We can help!