As a social media marketer, your objective is to drive customer engagement and build your brand in the right social spaces. To do that successfully, you need to measure the impact of each interaction and post. Use these social media KPIs and metrics to ensure your social campaigns are growing your brand in the right way.
Interact, measure, analyze, profit.
As a social media marketer, your objective is to drive customer engagement and build your brand in the right social spaces. To do that successfully, you need to measure the impact of each interaction and post to ensure your message resonates with your audience. Use these social media KPIs and metrics to understand how your efforts in the social space are affecting your marketing efforts across the board.
Key Social Metrics measures the impact of your social media efforts on other marketing channels, such as your website or conversion ratios. A hazard of the social media trade is becoming fixated on vanity metrics such as new likes when you should also be monitoring how your social efforts impact your marketing efforts as a whole. Key metrics to monitor include website referrals, conversions, and engagement on social sites.
The Followers Growth KPI measures the number of new followers you’ve gained on a specific platform over a set period of time and compares that to a predetermined target. It’s important not only to measure how many new followers you get, but also compare that to your objectives or even your competitors. This provides an indication of your “share of conversation” and your success on a certain platform.
The Social Interactions metric measures how many interactions you have on each social media platform for which you maintain a presence. This example provides a breakdown of your performance for each platform over the past 30 days by showing the total number of interactions and the trend for the period. The top gauge shows the total number of interactions across all platforms and compares that number to a target value.
The Social Events metric monitors events on your social streams such as likes, reposts, and mentions to help you nurture engagements and grow your audience. To effectively measure the value of social events, you need to define which social platforms are important to your marketing efforts and which types of engagements are valuable. Each social platform has its own unique brand of interactions: Twitter has favourites, retweets, and mentions; Facebook has Likes and shares; Google+ has +1’s and mentions. Each type of interaction differs in significance from a marketing perspective. For instance, one could argue that a favourited Tweet is less valuable than a retweeted Tweet because a favourite only signals agreement with the message, whereas a retweet rebroadcasts the information to a new audience increasing the reach of the original message.
Social Traffic and Conversions Measure the effectiveness of social media campaigns at generating website traffic and goal conversions. Social media marketing needs to feed into other areas of your sales and marketing efforts, and provide a measureable return on investment. One of the most reliable ways to measure social media ROI is to monitor the amount of web traffic that comes from each social platform, and how many goals result from those visits.
The Social Visits and Leads metric measures how effective social media campaigns are at driving visitors and leads to your website. This metric is one the best ways to demonstrate return on investment on social media campaigns as it shows a clear path from campaign to conversion. The next step with this metric is to plot key interactions to see if there’s a correlation between new leads and wins from specific social media posts.
Twitter – The New Followers metric measures the number of new followers you’ve gained on a specific social platform over a given period of time. These metrics can be combined with information such as social interactions and web visits to allow you to see correlations between new followers and key events or posts. Not every social platform is appropriate for every business, so if you are flat lining on one platform and rocketing on another, adjust your budget accordingly.
Facebook Page Demographics measure and analyze information about your Facebook followers to help you understand your audience. Unlike other social platforms, such as Twitter, Facebook provides rich demographic information about your page followers like age, sex, location, occupation and more. This information is not only helpful in crafting compelling content for your social audience, but also understanding more about your audience as a whole.