Small and large businesses alike should be using social media. Social media platforms allow you to connect with people who are interested in the products and services you provide. In addition to reaching people, the continuing nature of social media allows you to establish the amount of trust required for someone to purchase from your company.
As a social media consultant, we assist businesses with a variety of social media-related difficulties. I’m able to spot trends across many industries and organization sizes since this allows me to see how other businesses approach their social initiatives. One difficulty I frequently see is organizations’ inability to assess the effectiveness of their social media operations.
Although it wasn’t long ago that obtaining concrete data from social media sites was difficult, the good news is that this is no longer the case. These platforms recognize the value that data can bring to organizations and are willing to share it. However, just because data is readily available does not imply that assessing social media marketing performance is simple.
Not only is there the challenge of needing to track results across different platforms, but there’s also the issue of determining whether indicators are even relevant. Most organizations will struggle to get traction with their social media management unless they have a clear mechanism to monitor results. That’s why we’re going to go through the why and how of three important social metrics.
Shares and/or Likes
While social media might help your business gain customers, it’s crucial to note that it’s usually at the top of the marketing funnel. That means that most customers will want to interact with your business before making a purchase. Likes and/or shares can be used to gauge involvement. When these indicators are used as internal benchmarks, they go beyond vanity metrics and reveal which types of material your audience responds to the most.
Clicks
Once someone is familiar with your company, you should invite them to follow you on social media and visit your website. For this purpose, clicks are an excellent metric to use. You may observe daily trends in the number of visitors who visit your site, as well as which specific initiatives are most effective at generating clicks.
Time Spent on Site
It’s crucial to keep in mind that not all clicks are created equal. As a result, you should track how long individuals spend on your site once they click. If you discover that a large number of social media visitors are staying on your site for considerably shorter periods of time than usual, it’s likely that you pitched anything on social that didn’t match the experience those people experienced when they came on your site.
