Learn to monitor the most important social media metrics to increase your social presence and run effective campaigns.
After hearing singing praises of social media marketing, you decide to jump on the bandwagon yourself.
You’ve got a business at hand that you want to grow. So you make the right accounts, use the right social media platforms and start sharing. You post here and there, a video on YouTube, tweets on Twitter, you keep your Facebook active and constantly use Instagram. But the question is, how do you measure your success?
If you do not understand how these social platforms are helping you, you could be wasting precious time, money and talent.
The answer can be found in your social media key performance indicators, or KPIs. By tracking the right KPIs you can understand how your efforts in the social space affect your marketing efforts across the board.
But where do you start? There are so many metrics you could be measuring on social media, so we are cutting down the list for you and highlighting the three most important KPIs to keep a check on:
Reach refers to the number of people who have seen your post. Have you reached your target audience? How many people have engaged with your post? How far has it spread? Who is reading it? These are all metrics that can be measured.
Using Facebook Page Insights and Twitter Ads Analytics you can measure all this and more. With analytics you can reach the right people and also understand them by tracking their locations and demographics, so you can cater to their taste.
Don’t forget to keep your eyes peeled for the number of your fans/followers. If you see a decline in these numbers, a red flag should pop up. This means you need to change your content to meet the needs of your audience.
While it is important to have followers and fans, buying into fake accounts to make your page seem popular usually goes fail as these accounts add no value and do not interact with your page.
Note to remember: Track the spikes in your activity, analyze the content that caused it, assess the time of post and repeat posts like this to achieve similar results.
Once you’ve gathered information on your fans and their demographics, the next thing you want to look for is engagement.
Engagement refers to the number of times your audience interacts with your post, be it in the form of retweets, shares, comments, likes or favorites.
You get maximum engagement when you post something that interests your follower. Some examples of interesting content that usually gets most attention is short videos such as vines, memes, engaging questions, photos, or topical content.
For instance, try using images and hashtags with your tweets, share short videos on Facebook and make your Instagram pictures fun, vivid, colorful and high quality. Enhance your chances of success by curating perfect social media posts for your brand.
Timing and the frequency of posts are also key factors in engagement. Posting on social media at the right time with the right frequency raises brand awareness, builds an engaged community, and drives traffic to your website. Figure out when and how often to post on social media, and then use it to your benefit.
Post for a week to multiple social networks and observe all your engagement metrics at the end of it. Look to see if a particular type of post received more attention. See if you can find commonalities between the most successful posts and gear your next week toward that type of content.
Wondering what percentage of website traffic is coming from social media? Of course you are. This is one of the most important metrics to gauge.
You can easily identity this number using Google Analytics and that too for free. You can keep a track of the website traffic, number of conversions and which social networks benefit you most.
Note to remember: Google Analytics gives you visitors (sessions) broken out by channel. The default channel is “social” which shows people who get directed to your site from a social channel. Another channel labelled “direct” shows visitors who found you directly in the browser.
A surge in social can also result in a boast of your direct channel numbers as well.
It’s easy to lose sight of what to track. So keep to these three most important KPIs, test different types of content and different channels to grow your social presence, website traffic and business.
Which social media KPI do you think is most important? Share your thoughts in the comments.