Measuring the impact of social media on your business is essential. Yet identifying the appropriate indicators and monitoring and analysis of the impact of social media can be difficult.
In the early days of social media, when the measure was new and available data were scarce, most companies relied exclusively on so-called “vanity measures” to quantify success. classic engagement – the number of “followers” or “likes” that social media channels collected – was considered the main indicator. Fast forward a few years, and strategists quickly realized they needed more information measures related to significant indicators of key performance (KPI) that reflect their business objectives. They needed to determine the impact of social media on the bottom line to demonstrate the return on social investment.
Today, vanity measures have a bad reputation because they do not have a direct link with earnings. traditional vanity parameters include Facebook “like”, “followers” and Twitter “page views” or “unique visitors” to blog. Although obsessed by the number of Facebook likes you collect does not necessarily win on a buying customer, vanity measures have their place when used with other parameters.
Here are some thoughts on the role of Vanity measures and how to align the traditional commitment to measures with more strategic marketing can provide the information you need to make informed decisions about your strategy social media.
Alignment Vanity Metrics Social Media Metrics with companies – and Achieving Results
The measure social media success emphasizes the KPIs that are linked to business goals, with metric vanity plays a role in the district on the big picture. Is Facebook is growing at the same pace as Twitter? How the community responds to different strategies and different types of content? Insights vanity measurements can help identify if the organic strategy works or it’s time to implement a strategy paid more through the channels. Bottom line? Understanding how to use them to complete the KPI, and you know what will move the needle for you.
How Vanity Metrics work for you
Let’s look at some steps and ideas they can provide.
1. Focusing on Followers
You spend a lot of time and money building your following through the multitude of channels and networks . If you monitor your follower growth over time, it will be valuable to help you understand what works for community growth.
Is your organic growth pick up or slow down? Many factors influence the rate of growth, but by monitoring the follower growth, you can pick up on patterns of revelation in your data. Are certain content cause sudden drops in your number of followers? Are you reaching the right people? Dig deeper into the demographics of your followers (on the platforms through which data are available) will help you determine if your followers truly represent your target demographic.
Does your brand too many accounts? The comparison of growth rates on multiple accounts can help you evaluate the less active or compelling accounts and to make decisions about whether consolidations account or paid additional strategies would be beneficial. It is also important to consider other measures to assess whether the accounts are still standing well in other aspects such as commitment or clickthrough rate, traffic and conversions.
2. Evaluation of “Likes”
Analyze customer engagement can be one of the most important ways to preview your content strategy and your followers. Of course, all these actions, video views and comments should produce a positive return on investment for your business; However, if you know what kind of content works best for your audience on each channel, it will help you determine your investment strategy.
Is it that people “like” your content but not share it? Not all interactions are created equal, and some are certainly more useful than others. Categorize your content by media type, object, or lens will let you watch what category causes the most for your money.
Do your videos receive a lot of views but low completion rates? Facebook, Twitter and LinkedIn now auto-play videos by default. It is quite difficult to analyze video performance. One way to look at it is through completion rates rather than total views video. What videos force your followers to stop scrolling and watch long enough to reach any important call to action and a link?
Is there a correlation between the decline of the followers and the content posted by you that day? follower sudden drop may be as insightful as the follower growth. Understanding the correlation between your supporters who are bailing and particular types of content or you show your display frequency can help to ensure you keep the fans you have worked so hard to attract.
3. Analysis Page Views
On the surface, page views – count the number of “hits” your webpage or blog gets – is a another metric vanity. No, by itself, it will not reveal how your content on the page moves the needle for your business. For an overview like this, you’ll need to explore not only what happens later in the conversion path, but also the contribution of the page to view the behavior of the desirable user on the site. However, the use of page views along with intelligent segmentation and a few extra steps will help you assess the quality of the content of the page.
Is it a part of your blog content attract ongoing traffic while traffic to other pages rapidly shrinking? This could indicate either that some pages are better optimized for search engines (check your sources of persistent traffic!), Or that some content is compelling enough for people to continue to share (check social actions on various platforms) . It could also indicate that some types of content are most relevant to your audience, to group your pages by content type or topic and then assess the average lifespan for each, can give you a glimpse of what you should focus on the future.
How many of your views were “bouncing?” If a visitor has landed on the page, but does not interact with the content or visit another page, he or she may have found the content of the relevant page or unable to navigate to content that may be of interest . Segment your bouncers as devices used can inform if your pages well on mobile devices or loading problems on some browsers.
What channel Referring better? People visiting from different sources behave differently? Perhaps a source gives more rebounds than average, and a different source Multiple conversions down the line. Traffic segmentation can help you refine content that is targeted to the different customer segments and identify where your target customers at large.
A multilevel measurement approach
We know that there is value in social media marketing, but being equipped with the right tools to demonstrate how and why did never been easy. With only 15 percent of buyers able to demonstrate the impact of quantitative social media today has on their businesses, it is clear that measuring what matters is difficult. objectives related trading indicators can be considered more strategic, and they certainly helped to show how social media creates global value. But we must not throw the baby out with the bath water just yet – vanity metrics are useful to discover the reasons behind the trends. And, when used in conjunction with measures focusing on business, they can provide powerful insight into the details needed to refine the key strategies at a tactical level.