Call Tracking Can Help Improve Social Media Campaigns

While most call centers today have mastered telephone calls – it is, by their nature, what they do – newer channels of communication have proved to be more challenging. Many customer emails, for example, still go unanswered, and all but the most technologically progressive companies are handling communications in channels such as social media well.

Social media has been thoroughly embraced by customers as a medium they want to use to communicate with companies. They like the visibility: other customers can see and even answer their questions or concerns, and customers believe that this high visibility to others will prompt organizations to take care of their issues in a more timely way. Today, it’s nearly impossible for a company to improve their brand while ignoring social media. It’s not an easy task, however, and you may require some help, according to a recent blog post by Sharon Joshi writing for My Operator.

“To begin your social media marketing strategy you need to first identify your target audience and objective,” she wrote. “The next step involves bringing your idea to life and for this you need to curate and create content for the various social media channels you are going to approach. Content is required to spread awareness, attract potential leads and drive traffic to your website. It is needed to create Facebook (News - Alert) posts, Linkedin Ads, Tweets and Youtube videos.”

But how do you know if your efforts are working? You don’t want to put heart and soul into creating content and posts for various social media platforms only to receive a lukewarm response. It’s critical to follow the metrics in social media, and many organizations such as contact centers or traditional marketing departments may not have the expertise to do so.

Companies that use third-party call monitoring services (or those that are contemplating doing so) may find it a good idea to embrace additional services from monitoring companies that track and analyze social media metrics in addition to calls. Even if you’re using existing tools such as Google (News - Alert) Analytics to view your overall website traffic, the number of leads and conversions you are getting from other sources, such as social media, will still be out of reach. And monitoring social media is very much a job that requires dedicated humans.

“Call tracking enables you to assign same or different phone numbers to each of your social media campaigns. It provides information about the overall call traffic, number of clicks, leads and conversions that your posts drive,” wrote Joshi. “Also, it allows you to analyze which post, video, advertisement worked best for you. With these details you can strategize your future marketing plans to drive better results.”

It’s the best possible way to link your marketing and promotion efforts – including social media – to real customers to determine the effectiveness of your approach. Just as you would use third-party call monitoring to keep an eye on the quality of support calls, so too can you use these services to ensure that your social media campaigns are effective, visible and a benefit to your overall customer strategy.  

Edited by Alicia Young

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