We keep talking about tracking how the digital marketing campaigns are working. However, what are the popular metrics measuring social media marketing success?
Do you love the way social media is getting stronger with every passing hour? Businesses are turning these platforms into their own guinea pigs. Posting content, engaging audiences, and producing sales, the idea does look pretty straightforward, doesn’t it?
Well, it is not. I do not want to scare you away. However, social media marketing can only help you, if you know how to calculate the ROI (return on investment). For instance, if you are spending $10 on a Facebook ad, wouldn’t you like something in return? What kind of trade would it be if you do not know what you got in return?
That is why it is essential to understand the various metrics measuring social media marketing success. Tracking these metrics will keep you posted about the progress you are making in real-time.
In other words, you can find out if the efforts you are putting on these platforms are paying off or not. If not, where are you making mistakes and what can you do to rectify those.
So, without any further ado, let’s get started.
Metrics Measuring Social Media Success – You Must Track
What if and what if not you meet your marketing targets? But that you can only find out if you know how to assess your social media strategies.
Followers Count
This is the easiest metric to track. Soon after you open your social media profile, you find it right there! Therefore, some believe that keeping count of this number isn’t that important. However, it does matter and matters a lot.
It is true that followers that engage are much lower than the ones that follow you. And businesses feel that they ought to ignore the silent followers. But here is the catch.
Those looking to enhance their brand reach must always track the total number of followers. Find out the social media followers you have won from the day you stepped on these platforms.
This can help you in two ways:
- Offer you an insight into accounts that are more popular than others. This way, you can focus on the social networks that better fit your audience base.
- You can calculate the growth rate of your followers. Not only this will boost your morale knowing you have come so far but will help you track any deviation from the positive growth you might be missing otherwise. In other words, you can Most social media profiles will show you your follower count in their analytics section. You must be informed in case you are losing your followers. So that you can take the right measures on time.
Measure the Social Media Engagement
As mentioned earlier, followers that engage with your brand can take you to the moon. Is there any other way to stress how important it is to find engagement for your business on social media platforms?
There are times when you keep losing your followers without any hint of ‘WHY’. In most cases, the problem lies in a lack of engagement. When you connect with your followers, they reciprocate that feeling through likes, comments, shares, retweets, mentions and more. Well, I already said it! Measuring engagement is tracking these parameters for your posts.
But this is not it. You must also look for other indications. The most important ones are the Click Through Rate (CTR) and the account mentions. While the CTR calculates the number of users who went all through your post to click the included link, the account mentions define the times you were tagged on other people’s posts.
Check Impressions Often
What does an impression mean? This statistic allows users to find out the frequency of occurrence of each post on others’ timelines on social media platforms. That said, it is one of the very imperative metrics to keep an eye on. However, counting impressions without analyzing reach would always feel incomplete.
So, what does reach help us find out? Unlike impressions that provide a total number of times the post appeared in the timelines; reach gives the count of unique users who checked the post. In other words, it tells us how popular the post is.
The question is: how do these metrics help us assess the marketing campaign success?
These metrics are directly proportional to the engagement. Therefore, the higher these metrics are, the more audiences are engaging with your content. On the other hand, with low impressions and reach, you aren’t enticing social media users to connect with your post.
Note: Remember, if your content is not resonating with your audience, you might be targeting the wrong userbase. Or else, your audience may be right, but the content isn’t.
Check Mentions Explicitly
Did you know that counting mentions would give you an idea of how much you are popular among your audience? While you are checking mentions, monitor the sentiments of the people as well. Are these mentions positive or negative?
You can check replies and messages on your post and utilize relevant keywords online to get an in-depth analysis of users’ sentiments. Just sort the replies based on emotions such as happy, sad and more.
These metrics will also help understand where you stand in terms of competition. Are online conversations going your way or vouching for other brands from a similar domain. Plan the list of associated keywords to your business and analyze sentiments and mentions.
Tip: Always stay tuned with the latest trends associated with your brand when checking messages and sentiments.
How Fast You Respond
Business response time matters a lot. There are times when brands when providing resolutions promptly have turned grumpy customers into happy ones. That’s the magic of accountability.
Therefore, you must monitor how quickly your team responds to the complaints made through social media. If you aren’t competitive enough, hire someone with experience to take care of these replies.
Analyzing the metric will always keep your customer service affair impressive. And, you can win the trust and grow exponentially with more happy customers looking up to your brand with time.
The Conclusion
Social media is becoming such an indispensable part of our lives that we can only think of making it as productive as possible. Therefore, if you are willing to make your brand unbeatable across these platforms, learn about metrics measuring social media marketing success. Plan your marketing campaigns accordingly and keep visiting these parameters to better your approach consistently.
