Every business in every niche has some sort of online and/ or social media presence—deliberate or not. Sometimes, this is simply informational for existing customers, while in other cases, it’s a full-on part of their marketing plan. The volume of social media users out there make it tempting for any company to expand its marketing efforts, but this comes with a disclaimer. You can’t take a one-size-fits-all approach to social media. Your niche, customer demographics, and product will all impact the ideal path to success.
To revise and transform your social media strategy, you need hard metrics to gauge your overall success. This is where KPIs come in. This data lets you determine if your social media efforts are helping or hurting your company so you can adjust accordingly.
Impressions: Impressions are a metric that can be complicated—however, they are essential to understand. What this covers is essentially how many times a given post appears on a timeline or newsfeed. In general, this represents how many chances there are for a user to connect with your brand on a given platform. You don’t want to take this at face value, though. A single user may have multiple impressions, like a first one when they see a post and another when they share it. So, while the impressions may give a slightly inflated view of your following if it is increasing steadily, that’s a good sign.
Comments: Likes and shares are appealing as far as social media interactions go, but comments are especially important to follow. Social media is just that, a social platform, and you want to make sure that your pieces are sparking conversation. This is a solid indicator not only that your posts/content are reaching the right people, but it’s also high quality. Along with the number of comments, though, you need to look at the nature of the comments. Is the reception positive, negative, or unrelated? If you see a trend one way or the other, it may impact your plans for future content.
Web Traffic: Chances are that the bulk of your social media content is going to link back to your website in one way, shape, or form. If you’re trying to spread the word on a promotion, it’s going to go back to a landing page as a part of the sales funnel. If you are spreading the word about a blog or whitepaper, they still need to go to the site to read it. As a result, you want to keep a close eye on web traffic, specifically the pages your social media content is linking to. If you’re not seeing any change, you may need to improve your content style or refine your reach.
Branded searches: This may not seem like an obvious metric to look at, but it’s extremely important nonetheless. While things like more likes and followers are great short-term KPIs to follow, you need to look to the long-term as well. All this social media work is ultimately designed to get you more conversions. This can be a purchase, a consultation call, a visit to your brick-and-mortar store, or many other things.
While it can be difficult to connect some of these conversions directly to social media, you can use branded searches to see how your digital presence is expanding. A branded search is a query on a search engine with your brand name. For example:
To measure the branded searches:
Google your brand name & see how many search result you get with your brand name – how many links or content related to your site appears on SERP
For Example : Branded search: Cloudsocial
Non-branded search: social media management tool
More branded searches mean that more people know your product, and are looking for it by name. This could indicate your social media presence is doing its job.
Engagement: engagement on social media is another social media KPI that refers to the number of likes, shares, and comments that your social post receives. Engagement is one of the essential KPIs to track as it shows how many people actually shown interest in your update or social post getting higher reach and low engagement is a sign that your content are not that impactful on your audience
Brand Mentions: When someone on social media tags your brand in the conversation it considers as a brand mention
KPIs are the difference between a quality, professional social media plan and a scattershot approach. However, in order to properly chart this information, you need next-level analytics and data across all of your platforms. We can make that happen for you at Cloudsocial. Not only do we make it possible to schedule and scale your social media operations, but our analytics tab showcases key metrics, insights, and even an analysis of the sentiment behind all your customer interactions.
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