You might be putting in a lot of efforts for your social media campaigns, but it’s the social media metrics that give you the reality check, along with predicting the ROI. But how would you analyse these metrics?
The fundamental way to do this is to measure the correct social media KPIs.
For all those who aren’t aware, a Key Performance Indicator or KPI template is a quantitative value for determining the effectiveness of an organization, in achieving its primary goals.
When it comes to social media metrics, you need to give special attention to the ones that provide answers to the following questions:
• Are your campaigns reachable to qualified people?
• Are you being able to engage with qualified people?
• How many among the followers of your social media pages actually inquire about your services or products?
• How many among those who come up with a query, get transformed into your customers?
Having established the above, it is important to note here that your social media performance depends on the following four pillars…
1. Reachability
2. Engagement
3. Lead generation
4. Conversion
Engagement:
If there’s anything in social media that deserves utmost priority, it is engagement with your existing or potential customers. It acts as a driving force all the other KPIs we mentioned above.
To put in the layman’s terms, engagement is demonstrated by the count of likes, comments and shares that your social media posts receive.
Always remember, as long as you can keep your target audience interested and engaged, irrespective of how small it is, it will eventually end up multiplying organically, and subsequently generate even more leads.
Some KPIs to measure in terms of this are:
• Link Click Count
It is as simple as 2 plus 2 is equal to 4 that a reader would click on the link of your post or update only if the title or image interests them. In case your campaigns are doing very well in terms of click counts, but aren’t getting as much likes, it indicates the fact that your posts are intriguing enough to catch the attention of the readers, but the content isn’t great enough to draw out a reaction from them.
• Number of Likes
Getting these numbers up is very important, as it is normal human tendency to flock where the crowd is. Also, updates with more number of likes also float up in the search results for relevant subjects.
• Number of shares
A click on a link or a like might at times be reflexive or involuntary reactions, but when a post is shared by an individual, it is something they truly believe in or wish to project before the world. In terms of business or service posts, it ends up amounting as a personal recommendation or advocacy, which is of paramount value.
While reading these KPIs is important, it is also important to remember that every audience and brand is different, hence you should judge based on factors relevant to you.
