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Social media is most certainly a result-providing medium, however it can also consume big chunks of brands’ time and stray their focus away from what matters most.
Plenty of marketers constantly keep an eye on their Facebook followers, engagement on different social media platform and obsess over all sorts of graphs in the insight section, which in itself makes them forget about many important things.
Make sure to have the following in mind when time managing the efforts of your brand because it will certainly impact your effectiveness as a whole with the following social media marketing metrics:
- Community Growth
Track your growth monthly and do not obsess over it. Even though growth is important, it is certainly not crucial. Basically, the more social followers you have, the reach grows as well. Enlarging your social base and the community of your brand can assist you in getting your products out there and even conquer ads in effectiveness. Social evidence is also something you want to have in mind because growing social following shows dominance and portrays your brand as favorable. It is worth mentioning that any account with 10,000 followers or above can put links to their stories, which is a major advantage for the brands to market the new product and to get Instagram followers.
Additionally, be aware not to buy followers. People can see through that and you can come across desperate and untrustworthy very quickly. Go slow and steady and enjoy the ride of growth.
What is the length to which what you are offering goes? What is the true reach of your products? These are questions every social media marketer has on his/her mind at all times. However, did you know that reach is something that spans from how far your posts go, to the amount of people that have just scanned your post briefly? The metric as it is, is not concise and definite in regards to anything.
With that being said, a marketer must ask himself how important reach truly is? It isn’t worth obsessing over it because it is a hybrid of a metric, but nevertheless worth checking once in a while because it might show potential engagement.
Speaking of the importance of engagement, it is something that can be defined as the amount of involvement, connection and impact of individuals on the brand. Or said simpler, social media engagement counts the amount of likes, comments and shares on your social media posts.
There is more than one reason that engagement should be your number one focus if you are a smart marketer. Namely, it can provide you with signs of potential progress you can achieve and be of use in your beforehand analysis. For instance, if your Facebook has a vast reach with almost no engagement, that’s not a good sign due to the fact it shows, your content hasn’t been impactful for your followers.
- Lead growth
Even though this meta analysis– among which amount of social followers or mentions — can be a relevant sign of the wholesome brand awareness, it gives almost no information about your chances to get specific leads to your page.
Rather than that, take advantage of an attribution program is to point to you whether your social media ads are leading you towards growth. For instance, a program such as Marketo or Convertro will tell you with precision how many social interactions, page clicks or email reads it takes prior to anyone becoming a loyal customer.
This kind of program might even go to the point of precision such as the amount of impact of each action so that you can know what sort of importance every interaction had in the outcome. This data will not merely tell you if your social campaigns are doing okay, it’ll lead you to improving the allocation of your time and marketing energy.
- Website visits
Even though the sum amount of reach from Twitter and Facebook are not as much as those from an organic Google search, the Return Visit percentage shows these platforms’ valuable role for your products.
Valuable tools such as Google Analytics give you the opportunity to track website referral traffic from social media, know what percentage of all-around referrals derive from social media, and combine the amount of presence by your visitors. Namely, Visitor Frequency Rate connects views from new and old visitors, two really important groups whose behaviors are truly important for true growth.
After getting all of these things done, marketers should continue thinking about how to convert the viewers they have worked so much to attract into loyal customers. The time has come when brands that unnaturally push their product surely lose their costumers rapidly.
Comparing Assisted Social Conversions with Last Click (Direct) Conversions additionally identifies which social networks are doing more for you at bringing your desirable customers, and which ones are the most likely to purchase from you. This tool can do this by conversion goals on Google Analytics. Through this you are able to follow visitors brought via social channels and follow their conversions constantly.