Regularly track social referrals and always aim for improvement.

Google Analytics and other tools can help you learn more about your website’s social referrals! You’ll be able to see which network refers the most traffic, which pages are being shared online, and whether they’re converting.

If you’ve been using social media for some time and aren’t seeing a lot of social referrals online or at your business, take the time to evaluate what you’re saying online. Are you writing with your target audience in mind? Does your content provide strong value or incentive? Keep track of social referrals regularly to make sure you’re always improving.

You can track social referrals at your brick-and-mortar location, too! Just ask your customers where they heard about you and make a quick note after you talk. Consider offering a special coupon or deal that’s only available on social media, too; customers who come in for that deal are probably social referrals.

Build relationships online and reward high engagers.

Are you receiving positive reviews and tips on Yelp or Foursquare? Do you have a few customers that always like, comment on, or reshare your posts? Great! Let’s keep the momentum going by improving that relationship between your customer and your brand.

Make sure to reply to your customers’ social media comments; a personalized message can go a long way! If you need to have a private conversation to address a concern or critique, consider using Twitter direct messages (“DMs”) or Facebook private messages. They’ll appreciate the personal touch.

Your social media followers can also help you better understand how others perceive your company and the value you offer. Ask your followers what they think about a new special, a product you’ve recently launched, or one element of your customer service. Remember to keep an open mind and respond to any comments in a timely fashion — especially if there are concerns to be addressed.

Lastly, consider a small reward (e.g., a code for discounted shipping, a bonus scoop of ice cream) for these high engagers. Maybe you have a few customers who regularly open your email newsletters and click on your links, while other customers always share your products on their walls. Reward them for their enthusiasm and help them become passionate about your company!

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What’s your favorite way to measure and improve social media value? Let us know by leaving a comment or telling us in person at our content and social media workshop!