{"id":7787,"date":"2019-11-15T02:01:14","date_gmt":"2019-11-15T08:01:14","guid":{"rendered":"https:\/\/ilfusion.org\/dev\/staging\/?p=7787"},"modified":"2023-06-28T19:19:15","modified_gmt":"2023-06-29T00:19:15","slug":"4-essential-social-media-metrics-you-should-measure-for-marketing-success","status":"publish","type":"post","link":"https:\/\/ilfusion.org\/dev\/staging\/4-essential-social-media-metrics-you-should-measure-for-marketing-success","title":{"rendered":"4 Essential Social Media Metrics You Should Measure for Marketing Success"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Implementing a well-thought-out social media marketing strategy is one thing, but evaluating its effectiveness is another. How would you know that your strategy is working? In what ways can you determine that you are getting the results that you want?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Luckily, most of the major social media platforms<\/span><span style=\"font-weight: 400;\"> have built-in tools to help businesses easily measure results with a wide array of marketing metrics. However, it\u2019s often difficult to determine which metrics are essential to your brand and which are not.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are four of the most essential social media marketing metrics you should pay attention to:<\/span><\/p>\n<h6><span style=\"font-weight: 400;\">1. Awareness<\/span><\/h6>\n<p><span style=\"font-weight: 400;\">Awareness metrics help you understand your present and potential audience. At the most basic level, it involves two primary components:<\/span><\/p>\n<ul>\n<li><strong>Impressions<\/strong> &#8211; The number of times a post shows up in an audience\u2019s social media feed, not considering whether someone has really seen it or not.<\/li>\n<li><strong>Reach<\/strong> <span style=\"font-weight: 400;\">&#8211; The number of unique people who have actually seen your post since it went live. Reach can either be organic (free) or paid.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">To determine whether to measure impressions or reach depends on your goal. Put simply, tracking <\/span><b>impressions<\/b> <span style=\"font-weight: 400;\">gives you an idea of how many people are exposed to your content. This is especially helpful if you want to avoid ad fatigue.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tracking <\/span><b>reach<\/b><span style=\"font-weight: 400;\">, on the other hand, helps you see who is seeing your content, whether they are your current fans or outside your followership. Additionally, determining what type (organic or paid) gains the most reach helps you to see whether investing in paid ads is worthwhile.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Measuring both reach and impressions in context with the <\/span><b>timing <\/b><span style=\"font-weight: 400;\">of your post also aids in determining the best times that your target audience is most available.<\/span><\/p>\n<h6><span style=\"font-weight: 400;\">2. Engagement<\/span><\/h6>\n<p><span style=\"font-weight: 400;\">Engagement metrics help you understand how your audience is interacting with your content. It involves the number of <\/span><b>likes, comments, shares, re-tweets<\/b><span style=\"font-weight: 400;\">, etc., and it highly depends on the type of platform you are using. Two aspects are important when it comes to tracking\u00a0 engagement:<\/span><\/p>\n<ul>\n<li><strong>Post engagement rate<\/strong> &#8211; The engagement an individual post receives divided by impressions or reach.<\/li>\n<li><strong>Brand mentions<\/strong> <span style=\"font-weight: 400;\">&#8211; Mentions or tags of your accounts that are not part of a reply to your post.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">It goes without saying that the higher the <\/span><b>engagement rate<\/b><span style=\"font-weight: 400;\">, the more effective your post is, no matter the actual number of likes, comments, or shares the post received. It should always be taken in context with the number of reach and impressions.<\/span><\/p>\n<p><b>Brand mentions <\/b><span style=\"font-weight: 400;\">are a good measure of brand awareness. It\u2019s also a helpful metric to assess the quality of the conversations surrounding your brand: Are the <\/span><i><span style=\"font-weight: 400;\">sentiments <\/span><\/i><span style=\"font-weight: 400;\">of people positive, negative, or neutral? Social listening tools such as <\/span><span style=\"font-weight: 400;\">Sprout Social<\/span><span style=\"font-weight: 400;\">, <\/span><span style=\"font-weight: 400;\">Hootsuite<\/span><span style=\"font-weight: 400;\">, and <\/span><span style=\"font-weight: 400;\">Brandwatch<\/span><span style=\"font-weight: 400;\"> can help you gain more insight into your brand mentions and sentiment analysis.<\/span><\/p>\n<h6><span style=\"font-weight: 400;\">3. Customer Care<\/span><\/h6>\n<p><span style=\"font-weight: 400;\">Social media has now become one of the <\/span>primary channels for customer service<span style=\"font-weight: 400;\">. This is why it\u2019s important to measure customer <\/span><span style=\"font-weight: 400;\">care metrics, even if your brand has not put up an official social media customer service representative\u2014your audience will very much likely message you privately for customer care-related issues nonetheless.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Two metrics matter in customer care:<\/span><\/p>\n<ul>\n<li><strong>Response time<\/strong> &#8211; The average time it takes for you to respond to a direct or private message.<\/li>\n<li><strong>Response rate<\/strong> <span style=\"font-weight: 400;\">&#8211; The number of queries that you actually respond to divided by the total number of queries within a certain period.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">As a rule of thumb, customers expect to have their messages responded to <\/span><span style=\"font-weight: 400;\">within an hour<\/span><b>. <\/b><span style=\"font-weight: 400;\">Facebook, in particular, automatically measures and indicates a business page\u2019s <\/span><b>average response time<\/b><span style=\"font-weight: 400;\"> on your profile.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As for <\/span><b>response rates,<\/b><span style=\"font-weight: 400;\"> the higher the rate, the better<\/span><span style=\"font-weight: 400;\">\u2014no matter what, and most especially, if the message being responded to is negative. Response rates are also automatically measured by Facebook and most of the other social media platforms.<\/span><\/p>\n<h6><span style=\"font-weight: 400;\">4. Conversion<\/span><\/h6>\n<p><span style=\"font-weight: 400;\">Perhaps the most important social media metric to measure when it comes to return on investment, both in terms of time and money, is conversion. Conversion metrics usually involve three elements:<\/span><\/p>\n<ul>\n<li><strong>Click-through rate (CTR)<\/strong> &#8211; The number of clicks on your post\u2019s call-to-action (CTA) or link divided by the number of impressions.<\/li>\n<li><strong>Bounce rate<\/strong> <span style=\"font-weight: 400;\">&#8211; The number of clicks on your post\u2019s CTA, only to leave the landing page without taking any action. This is then divided by the total number of click-throughs.<\/span><\/li>\n<li><strong>Conversion rate<\/strong> &#8211; <span style=\"font-weight: 400;\">The number of people who have taken the desired action through your post (for example, a sale, a subscription or signup, or a download) divided by the total number of people who visited your landing page.<\/span><\/li>\n<\/ul>\n<p><b>Click-through rates<\/b><span style=\"font-weight: 400;\"> are important in measuring the effectiveness of your ad. It is not to be confused, however, with other engagement metrics (for example, likes, comments, and shares). CTR is directly linked to the number of clicks that will take them to your landing page.<\/span><\/p>\n<p><b>Bounce rates <\/b><span style=\"font-weight: 400;\">go hand in hand with CTR. It helps in gaining valuable insight into how compelling your content is to your target audience, or whether your landing page is usable or effective. As such, the lower the bounce rate, the better.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To measure the bounce rate, however, you will need to set up Google Analytics: Under the \u201cAcquisition\u201d tab, go to \u201cTraffic\u201d \u2794 \u201cChannels\u201d \u2794 \u201cBounce Rate.\u201d For full details on how to set up Google Analytics to track social media metrics, refer to <\/span><a href=\"https:\/\/blog.hootsuite.com\/tracking-social-media-in-google-analytics\/\" target=\"_blank\" rel=\"noopener noreferrer\"><b>Hootsuite\u2019s guide here<\/b><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><b>Conversion rate <\/b><span style=\"font-weight: 400;\">provides you with a clear metric on the overall effectiveness of your marketing strategy. It answers the question: Am I getting the desired results? Google Analytics can also help you in tracking traffic referrals from social media, as well as the total monetary value.\u00a0<\/span><\/p>\n<h5><span style=\"font-weight: 400;\">Need Help with Your Social Media Marketing?<\/span><\/h5>\n<p><span style=\"font-weight: 400;\">Evaluating one\u2019s marketing efforts is both a lengthy and ongoing process. If you need help with any of your social media marketing efforts, our team of marketing professionals can lend you a hand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Give us a call at <\/span><a href=\"tel:888-420-5115\"><span style=\"font-weight: 400;\">888-420-5115<\/span><\/a><span style=\"font-weight: 400;\">, or send us an email to <\/span><a href=\"mailto:creative@ilfusion.com\"><span style=\"font-weight: 400;\">creative@ilfusion.com<\/span><\/a><span style=\"font-weight: 400;\"> to learn more.<\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"Implementing a well-thought-out social media marketing strategy is one thing, but evaluating its effectiveness is another. How would you know that your strategy is working? In what ways can you determine that you are getting the results that you want? Luckily, most of the major social media platforms have built-in tools to help businesses easily&#8230; <a class=\"readM\" href=\"https:\/\/ilfusion.org\/dev\/staging\/4-essential-social-media-metrics-you-should-measure-for-marketing-success\">view more<\/a>","protected":false},"author":1,"featured_media":7794,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31],"tags":[1512,1415,330,1486,1516,8,487],"class_list":["post-7787","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pr-social-articles","tag-brand-awareness","tag-conversion-rate","tag-customer-service","tag-engagement","tag-marketing-metrics","tag-social-media","tag-social-media-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>4 Essential Social Media Metrics You Should Measure for Marketing Success - Ilfusion Creative<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"4 Essential Social Media Metrics You Should Measure for Marketing Success - Ilfusion Creative\" \/>\n<meta property=\"og:description\" content=\"Implementing a well-thought-out social media marketing strategy is one thing, but evaluating its effectiveness is another. 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