Existing and working on social media channels should not be random, especially if you want the right impact on your social media campaigns. Thus, there are essential social media marketing metrics to track regularly.
Social media marketing metrics are the marketing KPIs that help you estimate your social media strategy, its efficiency, ROI, and whether you should make any adjustments or invest in a specific channel more or not.
We can identify social media marketing metrics as the data, numbers, and indicators representing your digital marketing strategy's effectiveness and impact on your targeted audience.
We will present the most powerful social media marketing metrics you should regularly check.
Social Media Followers Growth Rate:
Also known as the vanity metric, which represents the number of new followers to the total followers on each platform in a specific period to understand and calculate your growth rate.
So, this growth rate should be positive, not harmful, to indicate that your social media marketing metric is doing great.
However, professional marketers highlight that good work means that this metric growth rate should be around 1.5% per month; moreover, if you suffer from a negative rate, you should optimise your social media marketing strategy to improve your results.
Social Media Engagement Rate:
The social media engagement rate metric has a proven impact on all other social media marketing metrics, as when this metric rate goes up, different metrics will go up as well.
So, the engagement rate is the number of likes, comments, shares, and any other type of interactions used over social media channels, divided by the reach number to get the final percentage.
If you want to increase this rate, you should consider sharing content that is more relative and interesting to your targeted audience; moreover, quality content that adds value and shares new information and knowledge.
Social Media Reach Rate:
One of the most basic and used social media marketing metrics, this metric rate clarifies how many people have seen your posts, and every person is counted as one view, despite how many times he/she sees the post.
This social media indicator helps you to see which content is getting more interest from your audience. Thus, you can focus on that content type more.
However, suppose you are interested in increasing your reach rate. In that case, you should improve your social media strategy and audience targeting by using quality content, adding hashtags, and posting at the right time for your audience.
Social Media Impression Rate:
We can identify this social media marketing metric as the number of times your content has been viewed, even though it has been shown to the same person twice or even more.
This social media marketing metric gives you good insights into your business brand awareness, organic feeds, and paid ads performance.
However, if you are interested in increasing your impression rate, you should take care of your reach rate and improve your general social media marketing strategy.
Social Media Conversion Rate:
The conversion rate represents the percentage of people reaching your landing page through your social media ads or posts and then taking the required action, whether it is to buy, fill out a survey, or subscribe to your e-mail newsletter.
This is one of the most important social media marketing metrics as it shows, with data, if you are targeting your audience in the right way or if you need to follow professional tips for targeting your social media audience.
Click Through and Bounce Rate:
Whether you are planning to run a robust social media ads campaign or just analysing your social media marketing metrics, these two metrics will give you great insight to know what you should improve in your strategy:
Click Through Rate (CTR):
A conversion metric that shows how many people click a link added to your content, which highlights if your content is convincing people to click through to your blog post, website, landing page, or others.
Bounce Rate:
As on your website, this rate shows the number of people reaching your landing page, yet leaving immediately without taking action.
ROI Performance Metrics:
So, if you exist on social media, you are investing your time and budget to create positive brand awareness and exposure for your business; however, to ensure you are taking the proper steps, you must take care of your ROI indicators.
ROI shows if your spending on organic and paid social media marketing is getting you good results and income or if your spending is more than your revenues.
However, if your ROI rate is negative, that does not mean stopping your social media marketing strategy, but you have to adjust your working techniques and methods.
Response Time and Rate:
The response metric is the number that shows your part of engaging with your audience. Moreover, this metric could be divided into two social media marketing metrics showing the time and rate of response:
Response Time:
It is average time you take to respond to your audience's comments and messages.
Response Rate:
Is the average rate of the people you answered among the people who commented on your posts or sent you a message?
Social Media Referrals:
The referrals metric is among social media marketing metrics that show where the person who reached your website or landing page is coming from.
As this metric will help you to know where your most influential audience is coming from, thus, you can increase your work on these channels to grow your results and revenue.
Social Share of Voice (SSoV):
As you should be interested in your brand mention metric, you should also be interested in your brand mention compared to your market competitors and your industry in general.
So, the social share of voice is the average rate of people mentioning your brand name compared to the entire industry.
The SSoV is one of the most important social media marketing metrics for brand awareness. Moreover, it may help you find new markets you can target for your business growth.
To sum up,
Social media marketing metrics are significant indicators to know your brand engagement, impressions, and reach rate, which will help you boost your brand awareness and exposure in the best way.
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