With social networks like Facebook, Instagram, Snapchat, Twitter and Youtube dominating the online world - social media has become the main place people interact with brands.
If you’re trying to market your business online, there’s no doubt you’re going to need an effective social media marketing strategy. But how do you know if it’s effective? Developing a killer social media presence takes time, and effort. So you need to know what metrics to measure to understand whether your social campaigns are doing it’s job - or not.
Before you even start thinking about posting on social media, take the time to identify your business goals. Are you wanting to build brand awareness, increase traffic to your website, generate new leads, or boost sales? Chances are you’ll probably want to do one or more of these things.
The key here is to start off with one main objective in mind. You can always alternate between objectives later down the track, so try focusing on just one goal for each campaign.
Here are some standard metrics you’ll need to measure:
Metrics: Impressions, followers, traffic data
Reach gives you an indication of how far your message is spreading, and how many people have seen your post. Essentially, the more eyeballs on your post, the better.
Metrics: Click, likes, mentions, shares, and reposts.
Are people responding to your posts? What are they saying? What are their reactions? Measuring this will help you figure out if your content is actually useful or entertaining to your target audience.
Whether you consider your conversions to be someone purchasing your product, or signing up to your email list - this metric is going to be your saving grace.
Measuring conversions will help you identify how successful your social campaign is in converting those leads.
It’s important to be aware that certain metrics will be more important to you depending on what your goal is for your social campaign.
If you’re wanting to focus more on building brand awareness - you’ll place greater weight on reach and engagement.
Whereas, if your goal is to boost sales, tracking conversions will be your number one priority. Think about which metrics are most relevant to the platforms your brand is active on, and have the most relevance to your audience’s behaviour.
To get the most out of your social campaigns, check out our article on how to optimise your social content.