Social media marketing is one of the most important aspects of your online marketing strategy. Using social media platforms allows you to connect with your audience, share news about your products and build genuine relationships. With more and more social platforms popping up, the possibilities for connecting with customers are endless!
But like any other marketing strategy, it’s important to track your social media campaigns and their performance. You want to be sure that you are investing in effective campaigns. Below are four of the most important social media marketing metrics you should be tracking.
1. Awareness Metrics
Awareness metrics tell you how well your campaigns are increasing brand awareness. By tracking how many people see your posts and their reach, you can verify that your campaigns are getting in front of the right people. Social media awareness metrics usually include:
- Social media mentions
- Follower Growth Rate
2. Consideration Metrics
Consideration metrics track how well your business is getting people to consider your product or service. It’s the next step down the purchase journey – the customer is aware of the product and is now considering buying it. To see if your campaigns are effective, you’ll need to track the following:
- Engagement (likes, shares, comments, etc.)
- Engagement per follower
- Website traffic from social media
- Click-through rate (CTR)
3. Conversion Metrics
Conversion metrics monitor how well you are converting leads into customers. Keep an eye on how many customers are generated from social media, which tells you that your campaigns are working. The social media conversion metrics to pay attention to are:
- Social media leads
- Social media sales
- Goal value
- Return on investment
4. Advocacy Metrics
The ultimate reward is when your customers evolve into brand advocates. When this happens, you have real customers who are advocating for your products and services. This is the best marketing because it’s real and authentic.
To find out if your social media marketing campaigns are getting customers to become advocates, check how many followers you have and how many shares your posts get. Also, what is the general sentiment from your posts?
Good social media advocacy metrics to track are:
- Customer satisfaction
- Brand sentiment
Just as your other campaigns need to be tracked and monitored for effectiveness, so do your social media marketing campaigns. These metrics will tell you how well your campaigns are doing based on the engagement they receive and how people respond. To discuss your social media marketing campaigns, schedule a consultation with WSI Internet Partners.