When you are promoting your brand on social media, you ought to understand metrics that are considered valuable in marketing.
Undoubtedly, the social media is one the best platforms for getting popular with your product and services, but how can you analyze the results of your success or failure?
DSIM is here to help.
We have brought a post featuring 6 most essential metrics to help you measure the effectiveness of your Social Media Campaigns:
1. Post Volume
What is ‘Volume’?
Volume is one of first things you want to measure in social media, which is basically the number of likes, retweets, or pins, you get. Volume indicates the level of interest in your brand.
Volume is an important social metric where one approach is not suitable for every purpose.
In social media, anything can build or diminish your brand, whether it is brand campaign figures or reply to the response reviews.
Therefore, you need to cash on the rhythm of the platform at the right time.
More in the context, the prospects of marketing vary from brand to brand. You can’t expect once you set it and forget; no, not at all.
You need to keep it reviewing and analyzing to keep things fresh.
Social algorithms or trends are ever changing and so, to your content in sight of your audience becomes difficult. If you want your posts to reach the widest array of audiences, then you will have to make them “hyper-relevant”.
To calculate the relevancy score, let us see this example-
Facebook gives a rating to paid content and that is on the scale of 1 to 10. Your post obtains a score when it gets 500 impressions.
But, there are some conditions that decide the relevancy score like numbers and times of views, likes, shares and how often a negative like is hidden or reported.
So, to get a decent relevancy score for your post, adjust the quality and approach of the post and that way you more views and likes on it.
The relevancy score is advantageous for your post as well as Facebook to deliver perfect advert that users want to see.
3. Video Minutes Viewed
If we are really focused on measuring the effectiveness of the video content, just calculating how many views a video gets, won’t make a big difference.
Talking of Facebook, here just 3 seconds constitutes a “view,” and so, we need to be far more refined about how we’re measuring engagement.
It would be a careful step to determine the total and average minutes of views along with finding where attention is falling off for viewers. And, adding a call to action in a video proves to be extremely powerful in letting you know that the content is reaching your viewers.
Share of voice – “the number of times a brand is mentioned in web content vs. competitors’ brands”
Share of voice is really an effective metric letting you know your brand strength.
You need to compare the difference or similarity between yours and your competitor’s conversation and learn from that.
Try to determine the percentage of users or audiences focused on your brand’s conversation compared to your competitors.
When you will compare the conversation, you will be able to pick your flaws and successes.
You can easily find your competitor’s conversation and can bring about strategies seeing the figures.
When you have analyzed the conversation part, choose other metrics to help you carry consistent and prepared social media promotion. Further, continue doing it at a certain time like within a week or month. Track the numbers over the time and measure the changes.
If you find something unexpected, look into the reasons.
If you search important social metrics to consider, you would definitely find “Influence” in almost every post.
So, what’s the reason behind this?
This is because, whatever efforts you make for your brand on social media, all are measured in terms of “Influence”. Either it is video content, info graphics, posters or textual content; all will be declared winning if they have influenced your targeted audience.
Now, there are some contradictory to this, the audience size may not relate to influence metric. Let it understand in this, “If you have thousands of friends or social media followers, but it doesn’t mean those followers can be encouraged to do good for you.
Again, the metric needs to be analyzed weekly or monthly in order to derive factors for preparing strategy for obtaining success. There are tools like Klout and Peer Index can fetch you better influence score.
6. Post-click Conversion Rate
Social posts or content is curated to drive customers towards the site in order to engage them with the offered products and services. You get various clicks on those posts but
Measuring post clicks don’t work; what works more is what happens after the click.
For example, suppose your post is getting a desired number of clicks, but users are not taking next steps whether reaching your site or buying your offers, you r purpose isn’t fulfilled.
The post-click conversion rate really decides the strength of your content in promoting your brand and bringing the customers to your dashboard.