Boosting Sales by Avoiding These Measurement Traps on Social Media


According to various polls, just 7% of executives running organizations understand the real value at stake relating to digital measurements. In fact, 62% of adults in the United States that use social media believe the sites have virtually no influence on purchasing decisions, this according to a Gallup survey.

Top Measurement Traps to Stay Clear Of

While technology changes quickly, consumer behavior change is slow. With this in mind, there are a few specific digital measurement traps that you need to avoid.

  • Forgetting Return on Investment (ROI) – Many people believe that social media is not really about sales but awareness. To be more successful, focus on connecting with a greater number of people rather than promoting your business, product, or service. Never calculate your returns based on customer response, but instead measure the number of visits to each social media site that you use.
  • Advertising Needs Meaning – Advertising just to advertise is a common mistake made by many businesses. In reality, the true value of advertising depends on the effect is has on customer purchases. Consumers will either buy or not buy a product and/or service for many reasons. Even outstanding ads placed on the right social media site will have long-term effects for purchases or they will begin to fade away. Therefore, advertise according to outcome opposed to activity. Be strategic but never advertise just for the sake of advertising. Know your market, keep ads fresh and relevant, and use the appropriate sites.
  • Viewable Ads – Activity measures make the assumption that consumers can see your ad. However, the only way for your ad to be considered viewable is when 50% is visible on a computer and 50% on a smartphone for at least one second. This means that many display ads are never seen. Therefore, make the necessary adjustments, but even then, assume that some of your ads are not being seen for that one second. To boost your advertising strategy via smartphone, SlickText offers an excellent service.
  • Overlooking Locality – When it comes to online and offline activity, shopping and social media activity has proven the two interact. Rather than substituting each other, they actually complement. For that reason, make sure that you have a coherent strategy for linking both online and offline activity.

To take your business to the next level of success, you need to avoid specific measurement traps, including those mentioned.