Social Media Metrics
Social media metrics is the data used to assess the
impact of social media activity on marketing campaigns and a company's revenue.
These metrics help to assess how well you are accomplishing your goals in the
social space and provide insight to where you can modify your campaign.
Why are social media metrics important?
Social media is an important part of any content
marketing campaign. It is not just a soap box for you to broadcast your message
to your followers, but a platform on which you can engage with those interested
in your company and industry. Like any part of a content marketing strategy, it
requires metrics so that you know how well you are accomplishing your goals.
What are examples of social media metrics?
Comments on your social platforms or on the articles
that you distribute through social media can help you understand how engaged
your audience is with the types of material you are putting out.
How your backlink profile and traffic rates grow in
response to social media distribution can also help you see how successful you
are at engaging the search, social and content trifecta (link to search, social
and content project piece).
1. Volume measures how many people are talking about
your brand and the number of posts that mention your brand. Track this metric
over time to see how customer engagement changes.
2. Reach measures the potential size of your
audience. Use reach in comparison to other engagement metrics to discover how
many people participated in your campaign in comparison to your audience.
3. Engagement measures how many people participate
conversations involving your brand. This can include sharing content and
commenting on posts.
4. Share of voice measures how you brand compares in
conversions to your competitors.
How to build a data-centric social media campaign?
1. Look over your past activity on the platform and
see the topics and content types to which your social media audience most
frequently responded.
2. Develop a strategy that reflects a concrete goal
for this campaign and ways to measure success.
3. Understand that most social media followers are
at the early stages of the buyer’s journey, so they are most interested in
awareness stage and consideration stage type content.
4. Create content that reflects understanding of why
people share content.
5. Distribute content and measure reactions through
the predefined metrics.
6. Make adjustments to improve your next campaign.
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