Social Media Marketing Strategy Guide - part 3
Which Metrics You Should Use To Measure
Your Social Media Success
By The Héméra Agency
For the third part of our six-part series to create a killer social media strategy, we will explore which social media metrics you should be tracking. Social media metrics are paramount because they allow you to measure the success of your social media campaigns and your overarching social media strategy. The results you achieve will ultimately have a significant impact on your business as a whole. Paying attention to these results will help you be conscious about your brand and the message you are putting out into the world!
To choose the right metrics to monitor, you need to consider your objectives and work from there. For example; if your focus is on generating leads, you should be paying attention to link clicks. If you want to improve engagement with your followers you need to track the actions on your accounts, including likes, mentions, shares, and comments. For every goal, you need a corresponding set of metrics.
Fortunately, most social media platforms offer similar metrics so it should be quite simple for you to switch between the different apps, and get an idea of your performance across all the social media channels you have a presence on.
Do you want a metric crash course? Let’s get started.
Engagement may seem like an immeasurable metric, there are so many factors to consider. Essentially it is the interactions followers have with your brand. Engagement rates will give you a lot of information you need to create content. High engagement rates are indicative of audience receptivity separating your occasional followers from real brand advocates. The following metrics will help you gauge engagement.
Likes – While likes are an important metric they aren’t an as good measurement of engagement as comments and mentions. It is nonetheless an important metric to track.
Comments – We live in instant gratification and immediate service world so when a follower comments on your post it is a real achievement. A user would have to be sufficiently engaged to be motivated to add their opinion.
Shares – When a follower shares a post or your page they are giving you valuable feedback, that they definitely enjoy the content and are willing to attach their personal profile to your brand.
One of the goals most businesses focus on is brand awareness. Every entrepreneur wants to ensure that their business is being seen and social media platforms are perfect for building your brand.
Impressions – Impressions are the number of times a post shows up in someone’s timeline. As a note, feed prominence is difficult to achieve with the algorithms the various platforms have designed but that is another topic to be explored another time.
Reach – Reach is the potential unique viewers a post could have. This would include your follower count plus accounts and accounts indirectly targeted through the original follower.
ROI – Return on investment
ROI is especially relevant if you run an e-commerce website and are trying to increase sales through social media. Some brands now sell directly from social media platforms but you can still benefit from tracking your social media ROI if you run an e-commerce website. Referrals and conversions are the best way to measure ROI.
Referrals – This is how a user lands on your website. In your website analytics, you will see how the sources are broken down and what percentage of the traffic has been driven from each social platform.
Conversions – What every business pursues is the magical last step when a referral is converted to a customer. Social media conversions are when a follower has purchased something from your site by way of a social media platform.
Of course, performance is the top concern for any business owner and marketing team but customer service should be equally important. Give it some thought… Are your customers being heard in a reasonable amount of time? What has been their brand experience? How do you measure customer care via social media?
Response rate – Metrics such as response rate and response time, will demonstrate how fast your team is responding to messages, and whether the customers who interacted with an employee of your company is satisfied with the assistance.
Set your strategic social media goals – check.
Define your target audience – check.
Deciding on the best social media metrics for your business – check again!
You are halfway through our guide for designing an unbelievable social media marketing strategy. Next up we will be giving some thought to analyzing your competitors.