This Friday I will be teaching metrics to my students. We will talk about how to set goals, determine strategies, tag all efforts and evaluate the metrics. There are many tools that provide metrics for the major social sites and you can track your posts on Google Analytics through Google’s URL builder to see how the content performs and leads to conversions.
However, what to do about Snapchat? Brands can’t tag content to show up and even if they could, people could register a brand identification or message, but not link through to the site.
Right now the only metrics available to brands using Snapchat are those on the site, such as total views and screenshots taken.
Social Media Examiner provides some good advice for planning your Snapchat campaign so it can be more track-able.
- you can ask followers to take screenshots of snaps – a measurable metric.
- you can offer a discount code to those who take a screenshot and track those who redeem it.
- Give Snapchat users a unique landing page and track it with Google Analytics.
Of course I would expect Google to come up with a solution for tracking these campaigns. In the meantime, it’s always good practice to make sure your strategy is working and whether the same goal could be achieved elsewhere more efficiently.
Ask yourself: Is Snapchat the best use of my marketing energy? Where can I get the most bang for my buck (and time) with my target audience?