Social Media Metrics for Marketers
Metrics are necessary for measuring the return on investment and success of various marketing campaigns. They are especially important for online social media campaigns, which can be difficult to assess without the proper tracking tools.
The worthiness of a social media campaign will depend on many factors. Sales conversion is a critical indicator, but any online interaction is a positive sign. The number of “Likes”, “Shares”, and “Comments” on a Facebook status are all different metrics of how well it was received. Users who click on a link to an order form are ideal, but any engagement should be measured to determine the overall effectiveness of a campaign.
Here are the most significant metrics used by social media marketers:
- Conversion Rate is the most used method for measuring the success of any type of marketing campaign. Marketers need to include a clear and compelling call-to-action somewhere within their posts to encourage followers to become customers. A high conversion rate is the most recognizable sign that you are on the right track. On the other hand, a campaign will need serious adjustments if it is failing to convert traffic into sales.
- Growth of Followers is another metric used to determine the impact of a social media campaign. The number of new followers that a post generates is a clearly indicator of how well it was received. These people can all become customers in the future.
- Tracking Traffic is used to determine which social media site is directing the most traffic to your main website. Your success on Facebook, Twitter, Google+, and Pinterest will depend on your specific target audience and the industry you are in. By evaluating which social site is driving the most traffic, marketers will be able to determine exactly where they need to focus their energy.
- Amplification Rate is a term used to describe how often your content is shared on other networks. When your followers share your information on their own social pages, it will expose the information to a brand new audience. This metric assesses the number of times the “Share” button is used and the number of times your tweet is re-tweeted.
- Bounce Rate is a way of measuring whether a site provides what a user wants once they land there. It measures how visitors react to your website after they have been directed there from a social media link. If a social media campaign is relevant to your product or service, it should have a low bounce rate. This means visitors sent there from Facebook or Twitter are truly interested in the content it provides.
All of these metrics will help measure the effectiveness of social media marketing campaigns so they can be modified and enhanced to get the optimal response. Social media is a powerful tool that can increase your company’s exposure and drive significant business to your website, especially when campaigns are being assessed and improved on.