Gauging success for small businesses: What online tools can tell you about your mobile presence

You’d be hard-pressed to find a small business owner who doesn’t agree that social media marketing can be vital to success, but determining and measuring online performance isn’t always as cut and dry.In fact, 56% of marketers don’t know how to or simply can’t measure their ROI on social media, and only 10% feel confident that they can measure their social ROI, according to a report from Social Media Examiner. Meanwhile, local businesses often have limited marketing budgets, yet they still want to make sure they get the most bang for their buck when it comes to investing time and money in social. But there are steps businesses can take to learn from their social marketing and ensure future social strategies build on the practices that have worked in the past. Small businesses using Facebook’s Pages tool don’t have to go far to measure their success. Using the Insights tab, they can find out how many people are reached by their posts, how many people engaged with posts by liking, sharing or commenting on them, how many customers called their establishments using Pages and how many people checked in at their businesses.