The 5 Social Metrics You Need to be Tracking
Social Media is an essential part of marketing your business, and is a great way to reach current and potential clients. But how do you know if it’s working? What are vanity metrics? What metrics matter the most?
Reach is the most important metric to track, and refers to the total number of UNIQUE individuals who saw your content and brand. Reaching new people builds your name recognition along with trust and familiarity. This is the first step into converting social media into tangible business.
Impressions refer to the number of times your content or profile was seen, often reflected in the number of ‘likes’ or ‘views’ for a specific post. It’s important to remember that research shows most potential customers need 7-8 impressions of a brand before they take action. Due to the low organic reach of social content from business accounts, we strongly recommend an accompanying paid ad strategy to build brand awareness in your specific location.
The number of genuine comments is a direct reflection on the quality of your content. With this in mind, adding a ‘conversational’ element to your copywriting will encourage others to chime in on your posts. Don’t forget to reply to individual comments, or reach out with a direct message follow-up should a new potential client make an effort to interact with you.
The key to gaining larger organic reach is creating content that others want to share. This often means creating content with a little more depth- whether that’s an educational component, inspirational visuals, or humor. Contests and promotions are a great way to generate shares, however there is no substitute for creating high performing content in the first place.
Cost-Per-Click and Conversions
When running paid ads on social media, cost-per-click (CPC) is the most common metric to measure the overall performance of your media. Optimized campaigns can drive potential customers to your website for a few pennies each, while poorly performing ads can see results costing many dollars each. We recommend building brand awareness through a CPC campaign optimized for clicks, and a secondary campaign focused on “Conversions” to facilitate direct communication and lead generation with your target clients.
Keeping up to date with social media trends, and measuring the right metrics, allows you to focus your advertising dollars on marketing that yields tangible results. But, it’s also the first thing people tend to neglect as their business grows. Let Keen Eye Marketing help you look your best on social media. Our in-house account managers get to know you and your brand, and what goals are important to you. And we make you look good while doing it.