Knowing the social media marketing metrics that help measure performance levels
Social media marketing (SMM) is an important aspect of digital marketing that allows businesses to build their brands effectively. However, a company should measure its social media performance with some metrics to find out what is working and what is not. This will help enhance the social media presence and provide ways to get optimal results. Apart from that, the metrics enable a company to choose the right marketing strategies to ensure high conversion rates in promotions. Social media metrics involve different categories, and a company should evaluate them with more attention.
What are some top social media marketing metrics to track?
Awareness metrics
- Impressions
Impressions come under the awareness metrics category that allows a business to know the number of views of a social media post. It is a good indicator that gives ways to understand the popularity of a piece of content on a social media platform. A business can measure the impressions for a specific post and for particular campaigns that will talk about the potential visibility of content.
- Video views
Video view is another awareness metric that lets a business evaluate the awareness created through a video. On the other hand, it works efficiently when combined with other metrics such as view duration, engagement, etc.
- Brand mentions
Brand mention involves referring to the brand of a business in its content or comments. It gives ways to know how people talk about a brand on social media. A business will receive a notification when a brand gets tagged in a social media post.
- Follower growth and demographics
A growing follower base is a good sign because it helps to increase sales in the market to a larger extent. On the other hand, it is wise to know who the followers are to evaluate whether a product or service matches a targeted audience.
Engagement metrics
- Shares
Share is a good metric that allows a business to evaluate whether a content piece receives more attention on a social media platform. When the audience shares a post with others, it will increase the brand awareness. If the content has more shares, then it allows a business to build credibility. Another thing is that it provides methods to establish a trusted authority in an industry.
- Reactions, comments, likes, clicks, and retweets
Reactions, comments, likes, clicks, and retweets are some other metrics that let a business evaluate the engagement with high success rates. They tell a lot about the most successful posts when examined with efficiency.
- Video completion rate
Video views enable a business to determine a video’s popularity, which shows ways to know how engaging the content is. Moreover, they help to make changes in the content to ensure more views.
- Average view duration
Average view duration refers to measuring the average amount of time visitors spent watching video content. Also, it shows how well the content keeps viewers more engaged.
Conversion metrics
- Click-through rate
Click-through rate (CTR) involves measuring the percentage of clicks on a call-to-action (CTA) within a social media post. The metric enables a business to know how effectively a post is capturing the audience’s interest in content and products.
- Conversion rate
The conversion rate metric allows a business to evaluate the percentage of customers who took a desired action after clicking on a link within a social media post or link. Aside from that, it provides methods to determine the meaningful actions of social media efforts.
Customer satisfaction metrics
- Net promoter score
The Net Promoter Score (NPS) measures the loyalty and willingness of customers when they recommend a product or service to others. A business can gather information through surveys and other techniques. If a brand gets 9 marks and above, then it means customers are very satisfied. Those who score between 7 and 8 marks are neutral customers, and anyone who scores below 6 marks is not satisfied with a brand.
- Customer satisfaction score
A customer satisfaction score allows a business to measure how happy customers are with a brand. It can be done by sending customers a direct link through messages or sharing a survey link, which helps to know their feedback or other details.
- Response rate
Response rate is a customer satisfaction metric that measures how fast a company responds to customer inquiries. A business should set a goal when responding to the direct messages and tweets of customers. This will help a lot to build trust among customers and make them buy a brand immediately.
Paid social media metrics
- Cost per click
The cost-per-click (CPC) metric enables a business to know how much it should pay for each click on pay-per-click (PPC) ads. It provides ideas on determining whether a budget can suit a business efficiently for social media ads.
- Web conversions
A web conversion takes place when customers visit a website and decide, such as ordering an item. Online businesses can use Google Analytics for this purpose to connect with customers directly through web conversions.
- Return on ad spend (ROAS)
Return on ad spend (ROAS) lets a business calculate the revenue earned after spending the money spent on ad campaigns. It gives ways to understand the financial effectiveness of ad campaigns that help to determine which campaigns are most profitable. Furthermore, a company can save money on ads that don’t offer high returns.
Conclusion
Social media marketing is necessary for a business because it helps to reach more customers in a quick turnaround time. At the same time, knowing the metrics enables a company to choose the best practices and strategies that work well for promotions. Moreover, they show methods to impress customers in several ways in the market that will increase sales. Several tools are available now to monitor and track social media performance, which lets a business stay ahead of competitors. Furthermore, tools provide ways to make informed decisions when it comes to social media promotions that help to take a business to the next level online.
