How do you measure the success of a social media campaign?

How To Approach: Associate

1. Discuss the practice of creating social media campaigns in your current role.
2. Provide examples of objectives and corresponding KPIs used to measure the success.
3. Narrate a specific campaign, its objectives, strategies, applied tools and the achieved outcomes.

Sample Response: Associate

In my current role as a digital marketer, I've had the opportunity to devise and manage multiple social media campaigns. Each campaign begins with defining the objectives. The ultimate success of the campaign hinges on whether these objectives were met.

For instance, we recently ran a social media campaign for one of our key clients - a newly launched fitness app - aiming to expand the user base. The primary KPIs were number of app downloads and cost per download. We created engaging content showcasing the app's unique features and used targeted Facebook and Instagram ads to reach our desired audience.

We used Google Analytics to track website visits from the campaign, and with the client's in-app analytics, the number of new installations. This combined data allowed us to calculate the cost per download. Overall, the campaign was successful, achieving a 20% higher download rate than anticipated. This real-world experience reemphasized the importance of defining clear objectives and meticulously tracking the right KPIs to measure the success of social media campaigns.