Reach refers to how many people your brand has the potential to reach with each post. This is primarily determined by your number of fans and followers.
The bigger your audience, the better. But that number isn’t the most important thing, so don’t even think about using it as your primary metric.
It’s good to track reach to see if you’re driving enough traffic to your site. This makes it easier to generate the business results you want.
Each post has a different impact on the community
And following it allows you to know what type of content generates the most interaction and commitment from followers.
So if a video you posted on Instagram got 30% more likes than the photos you regularly post, you know it’s worth producing more videos for this network.
You can measure it by the number of reactions on Facebook , recommendations on LinkedIn, “likes” on YouTube and Instagram, and “retweets” on Twitter.
Other important indicators are the number of comments and shares, because they indicate that your post is generating interactions among followers.
Monitoring user engagement on a daily basis across all of your content is great, as each variation can help you evolve your publishing routine commitment or engagement .
Conversion
You can support this metric with the brilliant help of Google Analytics, the Google tool that monitors the performance of your sites, blogs and… social networks, of course.
Using it, you can identify the number of users who have reached out to your business the most , as it shows how many people performed important actions for your business process. These actions can include:
- download rich material (e-book, toolkit, etc.);
- sign up for a waiting list;
- sign up for a free trial of your product;
- request a quote/analysis from a consultant;
- buy a product;
- among others.
Knowing how many of these actions happen from your social profiles shows the strength of your influence to generate revenue through your community of followers.
This metric alone tells you much more than reach and social engagement combined, as there is no greater commitment than being willing to pay for something you sell.
This way you can see how many leads physician data you generated in the month or how many social media users became customers. Again, this depends on your priorities.
Social Traffic
A good Digital Marketing strategy is not only done on social media. Blogs and institutional sites are valuable properties for any company.
This metric shows you whether your social media profiles are serving as bridges for your company’s other communication channels with potential customers.
For example, if your toy company has a Facebook page commitment or engagement, you can post a link to a blog post about educational toys.
Social traffic, which is also reported in Google Analytics, reveals how many users accessed the blog post after clicking on the Facebook link.
Return on investment
ROI is the basic calculation that you must follow in any marketing and sales investment.
In the case of social media, this is a bit more complicated, because there are intangible benefits, which are harder to measure.
However, it is still possible to know if your strategy is profitable and generates good results or if it is harming you.
Brand awareness
Remember when we talked about some restart now in advanced startup intangible, yet still very important, benefits? Brand awareness is one of them.
This indicator shows how people view the brand, and what perception of value they have of it. Why should it be included among business metrics, and not social ones?
Because strong brands can charge more, and they sell a lot more over time. Therefore, having a strong brand awareness means making a lot more money and staying relevant in the market for longer.
Measure to evolve, not to boast
When it comes to social media metrics, ego is a powerful enemy .
All statistics are useful for a Digital Marketing strategy, but only if they generate positive actions that improve the company’s performance.
Otherwise, they may simply be vanity metrics .
If you display your millions of Facebook likes but don’t convert them into business opportunities , the number no longer has any real value for the company.
Plus, if you look at just one metric, you may have a limited view of your social media performance.
Associating information allows you to identify patterns of behavior in your followers.
This way you can better prepare your marketing strategy and deliver relevant content to your community.
Finally, don’t forget: Metrics are resources, not trophies commitment or engagement!
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