Each of us has experienced that. A report on the effectiveness of the social media strategy must be included in the marketing department’s monthly report. The sheer variety of social media sites, each with its own set of metrics and analytics, can make the process of collecting and organising this information feel endless.
Managing and reporting on social media is highly time consuming because it is increasingly seen as an independent company function rather than just a marketing tool. It’s undoubtedly obvious, but success usually comes from putting forth effort. It pays off greatly to do well on social media; in fact, 78% of consumers are inclined to buy from a company after having a pleasant encounter with them there.
Achieve Key Performance Indicators
First Impression
In social media, impressions measure the total number of times your content has been viewed by users. Only those who saw your content are counted; this does not include those who interacted with it in any way. On Instagram, impressions are calculated differently for posts and stories, while on Pinterest, impressions are calculated per pin.
The rule of thumb is that the more people who follow you, the more people will see what you post. This occurs because repetitions of your content can be viewed by the same user. So, a single account can receive five impressions for the same post if it appeared five times in the feed. The number of people who see your post will rise if the sharing account has a large number of followers themselves. If your post has a lot of views but few comments or shares, it probably wasn’t interesting enough to motivate your followers to become involved. It’s vital to remember that a big number of impressions doesn’t always indicate that the content was read or even noticed by the user.
After the fact
As opposed to impressions, reach is utilised to count how many individual accounts actually saw your content. For example, if the same account saw your article five times, that would result in five impressions but just one reach. Considerations like publishing frequency and timeliness might increase or decrease exposure for a given update. It’s important to keep track of when the majority of your target audience is online across all of your channels so that you can maximise the exposure of each individual post.
In some channels, such as Facebook, the reach of your posts is determined automatically, but in others, you’ll have to do so manually. If you want to know what proportion of your audience saw a certain post, you may do so by dividing the total number of impressions by the total number of followers and then multiplying by 100. If you have 5,000 followers and your post is viewed 750 times, your reach is 15% (750/5,000 x 100).
The Flow of Cyberspace-Borne Footfall
If you’re going to spend a lot of time and energy creating content for social media, you should get as much of that work’s ROI as possible by having people click over from those platforms to your website. If you want to know how successful your efforts are at converting social media followers into leads and potential customers, just take a look at the traffic to your website after posting something socially that includes a link to your site.
Simply navigate to the acquisition area of Google Analytics to access this information. When you have a large social media following and a lot of impressions, but not many people click through to your website, it could mean that your content or call to action isn’t compelling enough to convince them to make a purchase. However, if your goods and services are integrated into your e-commerce social media platform, a trip to your website per se is not required for a sale to be made.
Conclusion
Key performance indicators (KPIs) in social media allow your teams to see if the social strategy is resonating with the intended audience. While the aforementioned KPIs may not be appropriate for every company, they do provide a solid foundation for the vast majority. One company’s top priority may be increasing its bottom line, while another may care more about expanding its customer base and establishing its brand name. In the same way that you should tailor your social media goals to your business objectives, you should also customise the key performance indicators and metrics that you use to evaluate your success.