Social Media Marketing is an integral part of many brands. However, many companies doesn’t have any clear objectives when it comes to Social activities and with technology as well as the ever-changing Social Media landscape, this is becoming harder by the day.

There was a time when being active on Facebook and Twitter but now Instagram is gaining popularity. No matter what changes are in social media, how can we measure our social media marketing efforts.

The first thing you must do is nail down your business goals, what do you want to get out of social media marketing.

Here is the common objective most marketers focus:
• Increase Exposure
Metrics: Reach, Impression, View
• Increase Traffic
Metrics: Page views, Unique Visitor, length of visits
• Generate Leads
Metrics: Hard as well as soft lead
• Improve Sales
Metrics: Orders, New Customer and Sales Revenue
• Develop Followers
Metrics: Fans, Followers

What are Social Media Metrics?

Social media metrics helps in measuring the value of our marketing efforts. The data and statistics of the social media network provide your overall marketing goals.

Metrics that drives awareness about your brand or company:

• Impressions- It is important to measure your impressions on social media. Your social media should complement the overall marketing goal. This is used as metric in public relations and helps measure the impact of the content you put out. You can see how many times your content is seen with the help of impressions. All social media channels measure impressions and you can view them per post as well.

• Reach- Reach and Impressions are confused and often many think these two are the same. Before we go any further, let’s see the difference between the two. Impression can be defined as the total amount of views your content receives. Whereas Reach tells about the number of people the content had reached.

Reaching a large audience is good but more importantly it measures your reach against impressions. For example– if your reach is 300 but impressions are 450 then it simply means that the content was only seen once.

• Shares & Mentions– Through this metric, you get to know how many people join in conversation with your brand. Quality content is the foundation of social media campaigns. A good, informative content will help in sharing and getting reply from your audience. Something like retweet on Twitter can help reach your content to a larger group and will let you know whether your content is impactful or is it worth sharing according to your targeted audience. Once you identify which type of content generate the most engagement, you should optimize your content strategy accordingly.

• Ad Recall- Think about it, wouldn’t it be amazing if your audience remembers your ads. There is a Facebook metric for that and it helps you compare the effectiveness of tactics like the audience as well as the ad creativity. Ads can be optimized to reach the audience. The estimated recall is based on the audience reached by these ads and how like will they remember and recognize your brand.
Some example of these tools are Facebook Insights, Twitter Analytics, and Google Analytics, all these are completely free.

Metrics for Increasing your sales:

• Click-Through Rate (CTR)- CTR is the ratio of the users that click your ad to users who only saw these ad This indicates if the ads you are creating are relevant.

• Micro Conversions- Measuring something huge like a campaign progress is tracking your macro conversions. Sales, for example are bigger goal so they are macro conversions and micro conversions, on the other hand, are small step towards your fundamental goal. It includes something like reading your web page or watching a webinar.

• New Visits- When it comes to your website, traffic is a good thing. Traffic means more visitors and these visitors can become your loyal customers. Social media networks finds report for ads and also track data to optimize the results for your brand.

Metrics For Driving Leads:

• Total Leads- You can easily measure the leads of your social media campaigns and this can be done by setting up your conversion goals. This measures accurately all your social media ad successes and what didn’t work out well.

• Referral Traffic- In Google Analytics measures your site’s traffic against its conversions. This just means that you can track which traffic are converting into leads.

• Landing Page View- You can optimize landing page views by using Facebook ads. This measures the traffic that wants to go to your site. You can improve the quality of traffic to your site by optimizing ads and measuring landing page views.

Social media may seem like a small part of the bigger marketing strategy but with more people getting attracted to many social media like Instagram, this has become one of the most important aspect of marketing today. For a comprehensive analytic report, there are numerous tool you can check, for example- Social Pilot. It assist by providing a complete overview of your post’s performance.

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