Social media is one of the biggest pillars to foster your digital brand with. Not only is social media a powerful tool, but can elevate your brand without expelling a lot of money. Like other digital marketing strategies, a lot of data is analyzed and passed through the channel. Like search engine optimization and pay-per-click advertisements, a social media strategy requires monitoring and drawing conclusions from the data it collects. What data is important? Here are the important metrics that social media companies in South Jersey look at the closest.
Engagement
Engagement is an important metric to keep track of when rolling out a social media strategy. Engagement is a metric that measures the amount of user engagement for a given piece of content. Engagement is considered likes, comments, shares, and clicks. Engagement lets you know how your audience feels about your content and how much they interact with it. Low engagement can be a side effect of poor content management or social media strategy. Every social media channel has different forms of engagement. For example, Twitter has retweets and mentions while Instagram has reposts and tracked direct messaging. Based on the channel, your followed metrics may look slightly different and have different weights.
Awareness
Awareness is another important metric to follow. Awareness is a metric that outlines how many users have or can potentially view a particular piece of content. There are two main types of awareness metrics. These two types are impressions and reach. Impressions are how often a post appears on someone’s page. Reach is the potential viewership a post could receive based on the follower counts of people who follow your account as well as accounts that follow people who shared the post. Impressions and reach help illustrate how far your content can really go on the web in terms of viewership. If getting your name out there is the goal, awareness is an important metric to follow.
Return On Investment
Return on investment (ROI) is an important metric to keep track of if you have a paid social media strategy that involves running advertisements or sponsorships. ROI is measured by looking at referrals and conversions of a piece of content over a specific time period. Referrals are considered users that land on your website or landing page from a piece of social media content. Conversions are when someone purchases an item from your website. A social media conversion is a person who has visited from a social media channel then proceeds to purchase an item during the same visit. To go along with conversions and referrals, click-through rates should be measured as well. A high click-through rate reflects on a strongly made advertisement. A click-through is a ratio between clicks and impressions. Generally, if you have a lot of impressions, you want to have a certain benchmark for clicks based on your impressions. If you have a high amount of impressions and no clicks, it could show a poor advertisement is being shown. If you are running paid social advertisements, return on investment is extremely important to keep in view to ensure your money is being well spent.
If you have any questions or concerns about your company’s social media presence, reach out to Accularis Marketing Solutions at 1-856-793-9440!