There is little point in a social media campaign if it doesn’t focus on the social aspect. Fortunately, knowing if your marketing effectively reaches and engages people is simple; all you need to do is look at the key performance indicators (KPIs). Certain indicators prove most informative, including the following:
Engagement
Engagement is the holy grail of social media marketing; no one wants to put effort into a social media campaign if the only person engaging is their mother. The best way to gauge audience interest is to look at the number of times your audience interacts with your content, which posts are most engaging, and the type of customer engaging. Metrics such as likes, comments, and shares quickly provide all this information.
Loyalty
Loyalty measures how much your customer base is dedicated to using your product or service. It’s an important measurement because, ideally, you don’t want one-time customers; you want customers who come back repeatedly. The best way to measure customer dedication is to look at how many people have unfollowed you, your new followers’ ratio compared to pre-existing followers, and how much time customers spend on your social media pages and/or website.
Growth
Growth measures how interested your audience (new and old) continues to be over time. Ideally, you want to draw in a new audience while retaining your customers. The metrics that best measure this include direct messages you’ve received, new groups you’ve attracted, and new members who’ve jumped on board.
Conversions
Conversions tell you whether your audience is just window-browsing or purchasing. They’re an important element as they underline the effectiveness of your campaign and allow you to tweak it for a better return on investment. The metrics that measure conversions include click-through rate, conversion rate (how many people completed your call to action), and the cost of each conversion.
Reach
Evaluating your reach gives you insight into how far your message goes. It tells you what types of content were viewed by most people, giving you direction on what content to use more often. To gauge this, look at your impressions, how many people viewed your post, and your traffic (how many people left your social media page to visit your website).
Tracking the effectiveness of your social media campaigns helps you hone your marketing and avoid routes that are unlikely to succeed. It’s key to increasing your profits instead of wasting your time.