Why Social Media Results Aren't As Predictable As You'd Think
Hi friends!
There’s one social media question I get all the time:
“How long does it take to start seeing results from social media marketing?”
Now, I understand why people ask this question.
It makes total sense that you want to know when your efforts will start paying off!
But unfortunately, the answer to that question is one nobody really likes to hear… and that’s because there isn’t a real answer.
Not an easy one, anyway.
Why it’s hard to predict social media results
You might see posts go viral on social media and think that it’s so easy… but that’s not always the case!
Sure, someone could respond to your very first post and hit the “Donate Now” button exactly as you’d hoped.
But they might also just hang out on the sidelines, not engaging until you reach your 35th, your 200th, or even your 1000th post.
Or maybe they’ll engage with your post in some way (i.e., signing up for an event), but not in exactly the way you wanted (i.e., donating).
Or maybe they will do what you wanted them to, but they won’t navigate through your social media links, making it impossible to track.
No matter the circumstance, the bottom line is this:
It’s hard to anticipate when you’ll start seeing results because how people interact with your nonprofit’s content is unpredictable.
Luckily, there are several things you can do to give your content the best chance at converting in the way you want it to.
A quick checklist for social media content that delivers
✅ Pick measures of success that are tangible, measurable, and objective.
- For example, metrics like comments and sign ups are objective and tangible things to measure, but feelings and emotions are not.
✅ Make sure your message actually connects to your audience. It should be timely, relevant, and engaging.
✅ Take time to understand which metrics should be used to evaluate which social media formats and/or platforms.
- For example, paid ads are easiest to measure with clicks, Reels are easiest to measure with views and comments, etc.
✅ In order to engage with your content, your audience needs to see it. Experiment with posting times and format to see what resonates best.
✅ Figure out your definition of “success” so you know whether your social media efforts are delivering what you need them to, or if you need to evaluate.
- For example, if your posts are getting lots of likes, and your goal is increased engagement, then that’s successful! But, if your goal is program sign-ups, then likes won’t do it.
Remember: not all results can be measured!
Before you get swept up in your social media’s metrics and analytics, I want to remind you that not all results or successes can be measured.
When I help my nonprofit clients increase their brand awareness on social media to stay top of mind with their audience, that’s definitely a success… but not necessarily a measurable one.
When I help nonprofits to get more involved in the communities, better educating their online audiences on what they do, that’s definitely a win… but not necessarily a measurable one.
Social media marketing is an important part of your nonprofit’s overall marketing strategy, and it can help you build relationships with your community, volunteers, and donors.
But it’s not everything.
You’ve also got events, email marketing, website content, videos, and podcasts that are helping you make a difference in your community and connect with the people who need it most — and those results can’t always be measured.
Catrina
P.S. If you’re not sure where to start with measuring your social media results (or even just getting started with social media marketing), I can help! Reply to this email and let’s chat.
