“Attorneys often ask me how to measure the effectiveness of their social media if they’re not running ads. Typically, when you’re spending on ads, you can track actions directly attributed to those dollars. But what if you’re not using ads? I always say: look at your web traffic. If you’re getting referral traffic from your Instagram, Facebook, or TikTok profiles to your website, and you can track that through Google Analytics, that’s a solid indicator that your social media content is resonating with your audience.
If your marketing team isn’t setting up those connections, like tracking IDs or links, go back and ask for them. That’s a basic standard. Everyone should know how many clicks they’re getting from social media every day, even every hour. Without that data, you won’t know if you’re wasting time on content that isn’t performing or if you have high-performing content you should be replicating.”
-Hugo E. Gomez, Founder (Abogados Now)