The power of social media marketing is undeniable. According to Global Web Index, the average person will spend 1 hour and 50 minutes a day engaging in social media. According to marketingcharts.com, 60% of those people will be on their mobile devices.
With statistics like these, are you sure that you are doing everything you can so your business benefits from your efforts on the social channels you are using? At the very root of determining your social media success is social media metrics and how you review them and take action. Below, you will find a list of the metrics that you must pay attention to in order to build your social media success.
1. Social Following
Whether you are using Facebook, Instagram or Twitter, you want to pay attention to your fan base. It is important to grow your fan base month by month by following people, engaging with them and offering them value. In regards to followers, it is important to remember that for social media success, you must focus on quality over quantity. You can have 100k followers but still not be able to show any type of conversions from them. Whereas a high-quality following can be small, yet very dedicated to your brand as evidenced by engaging with your posts daily.
2. Post Engagement
According to Bufferapp.com, engagement rates are 18% higher on Thursdays and Fridays. Post engagement includes any of the post reactions (like, laugh, heart, etc.), comments and shares. A social media page cannot be successful if there is no engagement. Brands must rely on this engagement so their brand can reach beyond their loyal followers and touch potential fans outside of the company page. An easy way to boost engagement is to ask your followers to comment below. Or ask them to share the post with their friends. Many times, providing a call-to-action is all your fans need to begin to engage. In the industry, this is one of the most important metrics there is.
Reach is an important metric to keep your eye on. This number tells you how many people may have seen your post while scrolling through their feed. The higher the reach, the higher the probability that they registered your company name. When a fan shares your post or likes it, this makes your reach go up. So it is important to always share engaging content that your followers will want to interact with.
Facebook has a wonderful insights panel that will tell you the demographics of your viewers. It will be beneficial to know whether you need to be catering your posts to males or females and what age group will be reading your posts. Cookie cutter posts just don't cut it. We are in a society where each person expects to be catered to, even with targeted content.
5. Time Online
To get the best engagement, you will need to post at the time that most of your users are on their social media. Fashion your posts around the time that your viewers are most likely to be online for highest engagement results. For example, if you are a night club, your active users will be online in the afternoon or late at night into the midnight hours. Conversely, if you are a mommy blogger, your fans will likely be most active during the hours after the mamas drop the kids off at school. You get the idea!
6. Google Analytics
Yes, you even need to keep track of some of your metrics outside of your social media platforms. Google Analytics is going to tell you how much of your social media traffic is being pushed over to your website. It can also tell you if it is more likely that the website guest came from Twitter or Facebook. Having this knowledge will help in deciding which social media platform to put most of your social media efforts into.
In conclusion, it is very easy to get swept away by the sheer quantity of data that social media platforms provide. But if you can keep your focus on the essentials, it is a sure bet that your social media presence will grow by leaps and bounds. If you found this article interesting, please comment below. PLUS... don't forget to download our FREE Social Media Reporting Toolkit today!
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