Launching into a strategic social media marketing campaign can help you increase your brand’s strength, improve name recognition and get more ideally qualified leads into your pipeline. But what constitutes “good social media marketing”? It has to do with what you are measuring and why.
Just like inbound marketing as a whole, social media marketing can help you achieve a number of different business goals. In order to get the best results, you need to focus on what is most important to your business.
You’ll rely on different metrics depending on your objectives. For example, if you’re running a two month campaign to promote a brand-specific hashtag, mentions of that hashtag as well as increases in website visitors are what you’ll be looking for. Alternatively, if you’re brand new to social media marketing on a brand level, your focus may be on volume and reach as you become more active.
Here are some of the top social media metrics to focus on to answer key questions about your social media performance. Keeping an eye on these metrics will help you refine your social media strategy and get better results.
1. Owned Social vs. Earned Social
Social media marketing is a two way street – so your social traffic can come from two places. Owned social traffic comes from links that you share on your social media platforms. Earned social traffic is a result of other people’s efforts. Understanding the ratio between owned and earned social media will help you tie your social communities to your bottom line – which can lead to ROI calculations. It also helps tip you off to topics, areas and interests that are top of mind for your social communities – which can help with content creation and curation.
2. Response Time
Social media isn’t about sharing and leaving. Your brand needs to actively respond to inquiries and communication – especially if you’re using social media for customer-service. However, even if your main goal is brand recognition, responding quickly to interactions will help you achieve your social media goals. Monitoring response time can help you understand where you need to make changes in your social media management approach.
3. Reach and Rankings
There are multiple metrics that can help you gauge reach and rankings, but they all have one focus – helping you understand how your audience is growing. Growth of your social audience is important not only for social media, but for search engine traffic as well. Search engines are taking note of social shares in order to develop rankings. This means that with increased social media activity, you’re looking at better search engine performance.
Ideally, when you are measuring social media, you’re looking at multiple factors based on your goals, and then tying those in with other performance indicators.
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