Social media marketing is something that every business says they do. And they may well be on Facebook, Twitter or Instagram. But the question to ask is – is their social media marketing working? However before you can even answer that you need to know what to look for in order to determine success. Hello KPIs, or as we like to call they key performance indicators.
Key performance indicators are a series of metrics that help you determine whether or not your social media marketing has been successful. Before you get too deep into the numbers game though, you have to decide what is your goal with social media marketing? What do you want people to do when they see your posts? Once you’ve figured this out it’s pretty easy to gage which of the key performance indicators below are the key to success.
Impressions and reach
Impressions and reach are one of the first social media metrics that you come across when you dive into analytics dashboards. But what exactly do these metrics measure and when should you use them to determine success? Firstly, impressions and reach can mean different things. Impressions usually mean the amount of times a piece of content has been seen. Whereas reach usually means how many users have seen a piece of content. These are great metrics if you want to push brand awareness and ensure that your business slowly gets more exposure. So if people don’t know your brand yet this is a great way to start measuring your social media campaigns.
Likes, comments and shares
These social metrics are pretty self-explanatory and indicate how many people are reacting to your content. It’s a good idea to measure any engagement metrics like this if you want to judge the quality of your content. Engagement statistics are also a good indicator as to whether or not your target audience is resonating with and enjoying your messages.
This social media metric is a little bit harder to track however it is especially useful if you are focusing your social media messaging around content marketing. To set up a way in which you can view social media metrics like this you need to set up a Google Analytics account. Once you’ve done that all you need to do is put a tracking code on your website – if you’re unsure about this just employ the help of a marketing metrics nerd. After that you’ll be able to see all of your website traffic coming from social media. You can even drill down to which social media network and even which post if you try your hand at tracking individual links.
Conversions are what majority of businesses want to track. However before you can track them you need to decide what it is you want to track. With Google Analytics you can track what people coming from social media do on your website. Of course you cannot track absolutely anything. You are unfortunately limited to the following: contact form submissions, link clicks, video playbacks, destination pages, RSS subscriptions and user-generated actions such as comments or product ratings. You should track metrics like this when you want to know if people have taken action after seeing your social posts.