Months have passed since you last set up profiles on different social media channels. Now you are running campaigns, joining communities and participating in conversations. Maybe you are also paying for marketing and ads. But how do you know which strategies are working?
Have you been doing analytics or tracking metrics? How do you know which metrics are relevant for social media success?
What works for other businesses may not work for you. So, always go back to your original goals when you deal with metrics.
Here are some metrics to monitor for social media success.
1. Fans and Followers
The number of people who follow your social media pages show how popular your business is against competitors. It also means your updates are relevant or interesting.
If you have a positive growth rate in followers, you are on the right track.
As people continue to visit and interact on your pages, you will also determine which posts are interesting for your target audience.
2. Likes and Shares
When you know what followers and readers are after, setting up an editorial calendar with fresh but relevant content will be a breeze.
The most-shared posts resonate with your target audience because it piqued their curiosity. And the more shares a post has, the more you know which topics create a connection with your followers
In the same way, you can pinpoint the unshared or untouched content. These posts need less exposure.
People will eventually come across your official website from your social media pages.
But how good are you in redirecting them to your site?
The best way to measure this is by tracking social media referrals. You will have a good idea where people are before they land on your site.
For underachieving social media pages, add more calls-to-action or start anew with more engaging content.
People buy from trusted sellers, especially those who share their interests. For social media success, start engaging with these potential customers.
Better engagement improves your chance to influence the purchase decisions of the most-hesitant prospects.
Do you monitor mentions or join conversations in social media communities?
Do you take note of the most-discussed keywords related to your products or services?
It’s not too late to start acknowledging or replying to people who share your posts or talk about your brand.
While mentions are good indicators, these do not show all your current and potential opportunities. When you track influence in your industry, you have a good grasp on how your brand mentions compare to competitors.
If your competitor is the most influential thought leader in your industry, study how they are getting more engagement than your brand. And learn from it.
The more you understand how your target audience behaves or thinks, the better you can make custom content for them. Content that resonate with their interests and habits.