Social media is a valuable tool to build personal relations with your audience. However, it can be a helpful factor for increasing your revenue, overall ROI and reach. An only way you can ensure this (or get started), is by tracking your social media KPIs – and beyond your follower, fan, and “like” counts. They have to be circled over generating the new traffic on to your website, increasing the lead generation as well as expanding your online brand. You may measure many different metrics on social media. However, you only have to worry about those that answer the following questions:
- Are you connecting with the qualified people?
- Are you reaching the qualified people?
- How many have become your customers?
- How many of the social media fans are actually inquiring about your service and product?
Everything else is the vanity metric. This being said, there’re different areas that social media KPIs must be focusing on, and we will discuss it in this article.
Social Media Metrics and its Reach in 2019
Before realistically starting to dream about conversions and profits, you have to ensure that you are connecting with your customers. So, in metric world reach is a term that tells you how far the message has traveled or number of people has seen it or who these people are. Also, you can determine social media reach by KPIs:
Count of Your Follower
Perhaps one obvious way of determining if you are reaching enough of people is to know how many fans and followers you are having on every platform. Keep in mind, billions of fans not able to engage won’t help you much for your brand. However, knowing that your business has a reach is one best way to begin the campaign.
Impressions to Measure
Impressions are the complicated metric for you to measure. It shows the number of times that your posts have shown up on the timeline and newsfeed. It is possible that one user will have the multiple impressions. For example, they might see the post just once in their feed, and again when somebody follows and shares it with them. Although the number is quite unclear as it just tells the number of people who can connect with the brand, higher number will always be better.
Amount of web traffic on to your site from the social media networks will be crucial. It is a first step of converting the followers in customers since you are aware that they are interested to find more about the company. Suppose your campaigns get plenty of engagement and reach but have improvement in the web traffic; this can be the sign to take the call to action.
Share of Voice
If good brand awareness or recognition starts to nurture for your business or company, more you can notice the conversation emerging over you. It is all about checking out if you are inspiring chatter of people in the industry. Suppose you are not producing conversation, it is time to look at the competitor’s campaigns or see what they are doing differently.
The social media KPIs are the best way of measuring your campaign’s potential. But, the metrics do not mean much. It is no good to have the vast following if people linked to your business or company did not buy anything. Alternatively, social media engagement will be the best KPIs you may measure. It normally looks at a number of likes, shares or comments that your updates produce that gives you the insight in your “social” area of the media.
With clicks it becomes very simple to measure the different types of engagement. Anybody keen to click at the link of your blog or website is possible to convert. It means that you are cultivating qualified leads, in place of the basic traffic. The link clicks will account for 92% of the user interaction only on Twitter.
Likes are the natural way of generating attention for the brand. Being a person, we prefer associating ourselves with the things and ideas that are quite popular. This means more likes the post has, higher will be an engagement that it cultivates. Likes are the sign your content has the authority as well as deserves good attention from the marketing team.
Whereas likes are good, it isn’t the huge indicator of the brand loyalty. We may easily hit the like after reading the post and not to interact with that same company. Whereas likes are the key indicators for social media, you must measure, in case you wish to look on the true engagement, and ensure you track the shares & retweets.
The point to stay active on the social media is engaging in the conversations with all your customers. Suppose content on your page is interesting, informative and relevant, it can spark the conversation with all your followers. Also, it can help to get loyalty among the followers. Even though people are very critical with the responses of your messages, but at least you can learn something. Suppose you get the comments on the posts; it is the good sign you are making a right impact. For this reason, comments are very good KPIs for the social media managers.
Around 96% of the people who talk about companies over social media do not even follow the brand’s profile. Thus, people converse about the company when you are not in a room. Although you may not have the direct connection with these individuals, things that they have to say regarding your business or company are very important. For this reason, it is worth to look at the mentions when you are measuring the KPIs. And mentions demonstrate that you have got good awareness.
Social media is an ultimate source of brand loyalty, but you need to know how you can use it rightly. Suppose you know what type of impact your social media campaigns have on the customer base, and you can minimize the cost per lead, enhance advocacy for the company and turn purchases in the loyal users.