Social Media Metrics You Should Track
Undoubtedly, social media is one of the most effective ways of making your presence felt in the market. However, do you know how effective your current social media management strategies are? Are they bringing results? Using social media metrics to track your campaigns and their performance will help you stay in the right direction. Here’s a look at four metrics to get you started.
One of the most obvious social media metrics to keep a track of is the increase in followers/visitors. Chart out the growth in visitors/followers month on month to determine the effectiveness of your campaign.
Calculating the growth percentage and creating a growth graph has another major benefit. You can correlate the period of maximum growth with the social media campaigns that took place during that time. This will help you evaluate the success of each campaign, and determine the further course of action.
You can also correlate the profits of your company with the social media campaign.
In order to be successful in social media marketing in particular and marketing in general, it is important to respond to customers in the right way. Customers are increasingly using social channels to express their frustrations, raise doubts, request clarifications or give feedback about products/services they use.
A study by NM Insight in 2013 found that 1 out of 3 social media users preferred contacting companies on social channels than on phone. However, only about 36% said that their issues were resolved effectively and quickly.
It is crucial to measure the response rate of your social media outpost. How quick are they in responding to customers’ queries/complaints on social channels? Are they striving for a 100% connect rate?
This is one of the most important social media metrics to keep track of.
Responding to opportunities
A recent study showed that close to 73 percent of salespeople who used social media performed better than those who did not use social media. This goes to show the importance of responding to engagement opportunities in social media.
Start by tracking the number of interactions with prospects on social media. Next, track how many mentions of your company you are responding to. Then track how many closed deals were triggered by social media interaction. Also find out how many customers are responding positively to the marketing campaigns that you implement on social media.
Posting engaging content on social media is important. However, more important is to check whether the content you are posting is going viral. If the content is not going viral, it could either mean that your content is not as engaging as you think it to be or customers are not reciprocating to your brand.
With regular tracking, you can consistently improve the performance of your social media campaign. Social Tap is a powerful yet easy to use social media management tool that helps you track several important social media metrics.