Social media metrics provide strategic insight to assess the effectiveness of social media marketing efforts and allow for course correction in real time
By Khushboo Solanki Sharma
Social media has become a powerful way for brands to boost their presence, engage with customers, and create a transparent recall across various platforms. Social media metrics provide strategic insight to assess the effectiveness of social media marketing efforts and allow for price correction in real time. Therefore, it is imperative to map and document these social media metrics.
There are many options available that measure the results of social media efforts. Identifying the right mix of metrics based on your brand’s campaign requirements, objectives, and goals is crucial.
Here are some decoded metrics to help you achieve tangible results in digital advertising.
Awareness – Impressions and reach
If the goal of your campaign is to build brand awareness, you need to track impressions and reach. Impressions are the number of times your ad has appeared on someone’s timeline. Reach refers to the potential unique viewers of your post comprising the number of your subscribers plus the number of subscribers from accounts that shared your post.
If your goals are to raise awareness and educate your target audience, it is essential to include engagement and reach as metrics. Posts with high impressions and low engagement imply that the content was interesting enough for the target audience to take the desired action. High reach and high engagement mean that the content has struck a chord with audiences. Reach can be calculated by the number of retweets (in the case of
Twitter) as well as the followers of these accounts.
Engagement is a broad category comprising various actions of the target audience including likes, shares, retweets, and clicks. Engagement rate measures how well your audience acts on your post through likes, comments, or shares, or all or a combination of these. Engagement rate is the sum total of all desired actions taken by viewers. High engagement rates indicate compelling content that leads to more target interactions
audience with your brand.
A useful metric here is the post engagement rate calculated by dividing the number of engagement metrics by impressions or reach. Likewise, the account mentions that the tag the brand manages in social media conversations (excluding those as part of the response) indicates good brand awareness. It is essential to look at more than one metric to describe your marketing efforts. For example, if a post with a nice photo gets likes but not comments
does not mean it is below the mark. This means that there is no call to action.
Share of voice – Volume and feeling
These metrics are often used in public relations, competitive analysis, and paid advertising campaigns. Share of voice indicates the strength of your brand’s social media presence. It can be mapped through social listening tools that help marketers gauge chat volume for specific keywords. Combined with the Trends report, it provides an overview of the keywords associated with your brand and what can still be improved.
ROI – SEO and conversions
Social SEO traffic and conversions are intrinsically linked to marketing goals and impact business results. Referrals track the source of your traffic to the website. “Social” medium refers to traffic from social media platforms, subdivided by the network.
Conversions refer to customers who have put your product online. Social conversions refer to purchases made through social media platforms.
Another metric is the click-through rate (CTR) in ads and posts. CTR can be calculated by dividing the number of clicks by the number of impressions of the ad. A high CTR indicates an effective ad. CTR is used in links on landing pages, email links and call-to-action buttons, social media ads, pay-per-click ads, among others.
Here are some examples of key metrics that can influence your brand’s performance. Along with knowing these metrics, knowing your industry benchmarks, mapping your ads against them, and modifying them accordingly for the best results is essential. Leveraging the power of big data, these metrics measure performance accurately and in real time. This feature gave digital advertising an advantage over outdoor advertising and helped the former to emerge as a profitable medium. The advent of emerging technologies, the evolution of data science models and the innovation of marketers present an exciting time for social media analysis.
The author is the founder of Zero Gravity Communications
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