The vast majority of Americans use social media on a daily basis. Reaching customers through social media is effective, even essential in this day and age. Utilizing social media advertising can be challenging for the small business owner, though.
It’s tough to take your frame of mind out of the user’s perspective and shift into a mode where you’re looking at social media metrics. We’re going to look at some key performance indicators for social media campaigns today, giving you a look at which metrics you should keep an eye on.
Hopefully, the ideas below give you helpful insight into your digital marketing plan. Let’s get started.
The gold standard action for social media users is “engagement.”
An engagement is a like, comment, click, or share. There could be other forms of engagements on particular social media platforms. Generally speaking, though, this is the indication that your campaign has worked on a particular user.
When someone clicks, they’re cracking the film between your ad and their personal life. Be sure to monitor engagement trends as well as engagement rates.
For trends, you can look at the number of engagements per post and compare those rates to other posts. Identify the threads throughout your posting schedule that generally lead to more engagements.
Engagement rates, on the other hand, refer to the number of engagements divided by the “impressions” of your post. Impressions are instances when someone sees your post at all. If your post scrolls through someone’s screen without them even thinking twice about it, that’s an impression.
By dividing engagements by impressions, you get a percentage of effective impressions.
A conversion happens when someone follows through the buyer’s journey via your social media post. That could mean that they subscribed to your newsletter or that they moved through your website and made a purchase.
In any case, they did what you wanted them to do when you created the ad. The conversion rate is the number of successes divided by the number of people who visit your page.
Some websites track these metrics, but there’s a chance that you need to monitor the data yourself. You can improve conversion rates by creating killer content and tweaking posts for stronger calls to action.
Bounce rates refer to the rate at which people engage with your content, only to bounce off of the page a short time after.
A high bounce rate implies that there’s something wrong with your brand consistency or that your landing page is a little off. You were able to draw the user in with your marketing campaign, but the website just didn’t do it for them.
It’s useful to track Instagram activity and see what particular types of people follow. Moving through commonly followed sites and examining home pages can provide some effective ideas for your own website. Finding websites of any niche with innovative marketing campaigns is a helpful tactic as well.
Want to Learn More About Social Media Metrics?
Hopefully, our look at important social media metrics was interesting to you. There’s a lot more to uncover when it comes to producing an excellent campaign, though.
We’re here to help you move forward with more ideas. Explore our site for insights into social media, types of marketing, business, finance, and a whole lot more.