Measuring the Success of Social Media
BEAVER FALLS, Pa.--(BUSINESS
WIRE)--Pegasus Associates Lighting is no stranger to social media.
Last year,
the company launched a blog, forum, Twitter account, and Facebook
page
to share lighting tips, articles, news, and special discounts with
followers. Last month, the company released a Lighting
Library iPhone App for lighting shoppers, designers, and
professionals to use as a pocket resource to answer common
lighting
questions.
?unique lighting products for your special needs.?
As social media is increasingly becoming a central aspect of many
company?s marketing plans, measuring its return on investment is
becoming a central question. Simply comparing analytics data from
before
and after the launch of a social media campaign will show just how
valuable engaging with customers can be.
First of all, it?s important to measure the stand-alone growth of
the
social media accounts. Pegasus
Lighting has certainly experienced success in this category.
In less
than a year, traffic to the blog has increased 350%; the
@PegasusLighting Twitter handle has gathered over 700 followers;
its
Facebook page over 250 ?likes?; and, in just its first week, the
iPhone
App was downloaded over 200 times.
The usual Internet metrics of website visits, sales, and
conversion
rates can also be applied to social media. If these metrics had a
substantial increase after the use of social media, it is likely
that
the increases were due, at least in part, to the new social media
strategy. Since Pegasus Lighting began using social media, website
visits have increased 19%, transactions 29%, and conversion rates
9%
(compared to the previous calendar year). As a result, the
company?s
overall sales have increased 12% since introducing social media to
its
marketing toolbox.
It is certainly difficult to isolate the precise impact of social
media
from other factors that may influence growth. However, considering
the
amount of brand exposure, customer communication, and general
engagement
social media facilitates, it is likely that the benefits far
outweigh
the costs.
About Pegasus Associates Lighting
Founded in 1993, Pegasus
Associates Lighting is a lighting distributor with a strong
Internet
presence selling ?unique lighting products for your special
needs.? The
company, based near Pittsburgh in Beaver Falls, PA, with another
office
location in Raleigh, NC, attracts both individual and corporate
shoppers
who value a learning experience in lighting, competitive pricing,
and an
easy-to-use, intuitive website. For more information, visit www.PegasusAssociates.com.