How to Measure Instagram Success

Image: Wojtek Zając

Image: Wojtek Zając

By now, you know that you should be on Instagram. You also know that it's not enough to just be there: You need to demonstrate value, the ultimate challenge on all social media platforms.

Matt Rozen, group manager of corporate social media at Adobe, helped to sort all of this out for PR execs at a recent PR News event. He ought to know: Adobe is one of the top B2B brands on Instagram.

Rozen suggested using two metrics on how to measure Instagram success: Brand mentions and engagement (in the form of "likes," hearts and comments) on and off the platform. In other words, you want to look at how people react to your photos on Instagram, and pay attention to how users react to the Instagram photos you post on Google+ or Facebook.

Rozen also recommended taking advantage of measurement tools such as Adobe Social, Statigram and Nitrogram, to help cull and measure your progress.

"Yes, we are a B2B brand, but Instagram fits our objectives," Rozen said. "It humanizes our brand through visual storytelling, plays into our creative DNA and engages with a community that is all about self-expression."

One last piece of advice from Rozen was not to rush onto the platform: "Start slowly, but get into the game," he said. "Find the right conversations, use the right hashtags and stay active listening, commenting and posting."

Want to learn how to create visual stories with Pinterest and Instagram? Register for tomorrow's webinar, "How to Make the Leap to Visual Storytelling for Your PR Initiatives".

Follow Lucia Davis: @LKCDavis.

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About Lucia Davis

Lucia Davis is community editor for PR News. Prior to returning to NYC, she was associate editor at iMedia Connection in Culver City, CA. In addition to PR News and iMedia, Lucia's writing has appeared in minonline, "The Minetta Review," "EQUITIES Magazine," and "The Foothills Paper."

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