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8 Metrics To Help Analyse Social Media Marketing Performance

social media marketing performance

The essence of a social media marketing campaign is to create sufficient awareness about your product and services to your potential customers. To do this effectively, you will need to keep track of the marketing campaign performance using Key Performance Indicators (KPIs) and analyse specific metrics that will indicate significant results. You can then go on to actualize the goal of getting information about your company’s brand, products or services to the target audience. Here are a few interesting ways to analyze your social media marketing performance by yourself or with the help of a good social media marketing agency.

1. Monitor your reach

Your ‘Reach’ indicates how far information about your brand is passed across to your target audience and how many people get your message. It is a fundamental metric used to analyse marketing campaign performance.

Some questions to ask about your reach include: Am I reaching the appropriate audience? Does my audience sees my content and are not engaged? Is my reach yielding the required leads? Are they converted to customers after viewing my content?

2. Followers count

Your social media followers are the numbers of people following your posts in any of your social media platforms. A large number in followers indicate that the content you are sharing is being viewed by a broader audience, and increases the possibility of your brand been liked. A low follower count shows that your marketing campaign is not effectively getting your content to the required audience or the qualified people. Perhaps your marketing campaign team needs to broaden their outreach.

Building your followers community is a gradual process and requires close follow up and active sharing of content and posts. However, a large follower count doesn’t always take your organisation to its prime goal – which is all about maximising profit and ensuring customers satisfaction is met through engagement with your followers.

3. Page likes

Likes build trust between your brand and your followers. An increasing number of likes shows that your content is gaining recognition and is loved by consumers. Facebook, Twitter, Instagram, LinkedIn and other social media handles come with a “like” option attached to media shared. Well-branded content shared online tends to be liked by your followers. Customers who are satisfied patronizing your product will testify by clicking the like button wherever your content is mentioned.

4. Shares

It is a positive result if your posts are liked by your followers. It is even more impressive when they are shared. Sharing your posts (comment, tweets, pictures etc.) doesn’t only speak of how much a customer likes your brand, but how willing they want others to try out your products. Sharing your social media content is a boost and serves as a third-party campaign strategy for your marketing team. Analyzing the types of posts shared and taking note of the demography of the followers who shared your posts will be advantageous to determine if your content is getting to the qualified audience.

5. Leads

Building your audience doesn’t stop at achieving a large count, but should be targeted towards increasing your Return on Investment (ROI). What benefit will it bring your company if your content is liked and shared and they are not converted to customers? Your marketing campaign should be market-driven. Track the leads generated from your social media channels and ensure you gather information about your potential customers. Sales leads, for example, are used to send more content to followers through sales emails, direct mailings etc. The numbers of leads generated will determine how widespread your campaign process is raking in customers.

6. Clicks

The idea of taking your marketing campaign to your social media platform is to direct your followers to your website where their inquisitiveness about your brand can be addressed. Your posts should be backed up with URL to drive users to become customers. Make an analysis of the numbers of clicks made on your social media page using tools provided by developers such as Facebook analytics, Twitter analytics, Instagram analytics etc. from your social media business page. Note that your Facebook post clicks metrics means any click on your Facebook itself and not just clicks from your posts linked to a website. Link clicks, on the other hand, are the number of times links posted on your social media were clicked.

7. Social media conversion rate

This is the metric that shows the number of users who, after clicking your link on your social media post, take action on your web page. Such actions include: registering for webinars, subscribing to newsletters, downloading your content etc. Your social media conversion rate can be done as follows:

  • Create a post containing your URL for your call-to-action link.
  • Attach leads to your campaign report using “cookies” in your users’ machines.
  • Track the total numbers of clicks and conversions generated by posts on your campaign report.
  • Divide the value of conversion by the total numbers of clicks and multiply by 100 to arrive at a percentage. A higher percentage indicates that your brand is gaining a positive market value and making an impact on your target audience. Your social media campaign team can set a percentage as a target within a period of outreach.

8. Customers metrics

The customer metrics will allow your business to analyze how your active customers know, feel and think about your product and services. Metrics to measure on customers analysis are:

  • Customers satisfaction score: which measures your customers’ delight for your goods and services after their patronage. This value is simply derived by asking consumers to rate their satisfaction on the product consumed using a scale of 1 to 10; or sentimentally using grades such as Poor; Fair; Good; Great; Excellent. Star(icon) rating can also be used as well, with one to five star(s) representing poor to excellent rating respectively. It is essential to know how your customers feel about your brand and its contents. It improves productivity.
  • Customers testimonials: This is another metric that gives an insight on customers review, endorsements, comments, recommendations of a brand. A positive testimonial for your brand will muster trust, credibility and value for your product where ever it is mentioned.

Conclusion

There are tons of metrics to measure social media performance. These discussed metrics are vital and can significantly swing your social marketing campaign journey back to the success lane if it has lost its track.