Measuring Social Media Success
One way data is similar to Shakira’s hips is that it doesn’t lie. While it might be difficult for you to keep an eye on data across different channels of your online marketing campaign, there are specific metrics you can track to keep your campaigns in check.
We are going to break down the four most important aspects of a social media campaign that can help you measure your success on social media. So, without any further ado, let’s get into it!
Four Important Ways to Measure Success on Social Media
Convincing your clients that your social media campaigns aren’t just an exercise in futility will not be hard if you bring data into the conversation. Let’s figure out how these
High Engagement Rate
Are you getting enough comments, likes, and shares on your social media content? Before answering that question, let’s figure out what these numbers actually mean. So, likes, comments, and shares are the metrics you use to show that the content you produce is relatable to your target audience. If your content is able to trigger your audience to engage with it, some aspects of the content must have clicked with them. But, the same metrics turn into vanity metrics when you are not able to reach your business goals in spite of a huge engagement rate.
High Conversion Rate
Conversions are essentially everything that you want people to do once they end up consuming your content. It can be a link click, content share, newsletter signup, or anything else that you intend to achieve out of your social media campaign. It can be an app install, an in-app purchase, or even a phone call as well. This is why we highly recommend you set your business goals before jumping on the social media bandwagon. Getting a high conversion rate is a great way to show clients that the audience is finding the content useful and are realizing that you are a reliable resource of information. In other words, you have won their trust.
High Website Traffic
But, what if you still aren’t getting any social media traction? How can you then judge your social media success? The best way to do that is by getting into the nitty-gritty of website analytics and checking how much website traffic you are able to generate off your social media campaigns. If your clients are unhappy with the amount of engagement on your content, you can always compensate with the amount of website traffic you have generated through it. After all, if you are able to make people interested in what you have to offer, and they are doing their bit to find more about you, you have won.
Getting More Business
There’s no other metric as strong as a solid ROI for your social media marketing efforts. If you make people purchase or make an appointment with the client through social media, you are helping your clients meet their business goals. However, to make business happen, all the above-mentioned ways have to work in harmony. We suggest you focus on the business goals while approaching your social media campaigns with an ‘Entertain, Educate, Engage’ mindset.
No matter how much effort you put into creating content and sharing on social media, data will be the only equalizer. After all, your social media campaigns will only make sense if they help you reach your business goals. Have questions? Feel free to put them down in the comments section. We’d love to hear from you!