Social media is a tough job that involves a lot of the company’s resources, energy, and hard work. And the end of the day every company wants to know the return on every effort put into a campaign. And manually calculating that progress can be an overwhelming task and can lead to unnecessary delay in day today affairs of the company.
There are Some social media metrics to check the company’s return on the efforts put in. They are divided into 5 broader categories:
- Awareness of social media metrics
- Share of Voice (SOV) social media metrics
- Engagement social media metrics
- Conversion social media metrics
- Customer social media metrics
1. Awareness Of social media metrics include impression and reach.
Reach– How many new viewers see content that the brand has posted.
Impression – How many times a post appears on a user’s feed.
2. Share of Voice (SOV) social media metrics that has volume and segment
Volume– This metric influences how many people are talking about the brand, content, or industry. It can be through tagging the brand or using its hashtag. It answers the quantity and gives the answers of “HOW MANY” that is volume of people discussing the brand.
Sentiments– What kind of feeling the target audience has towards the brand. It can include a negative or positive feeling or any suggestions. A brand can find this by reading the comments or messages of the consumer. If there are any negative reviews brands can work towards it.
3. Engagement of social media metrics
A high engagement rate means that people find the brand’s content interesting. The engagement metric can be calculated by the number of engagements to be divided by either impression or reach.
Like, share, and comment
These three aspects are also included in the engagement metrics how many people have liked, shared, and commented on your content tells how much a consumer got engaged with the content.
4. Conversion Social Media Metrics
Referrals means how people get on to the brand’s website or social media platform, Is the personal referral of the brand’s previous customer.
Conversion– The action taken by a visitor on the brand’s website or social media platform. If any user visited the website and made a purchase it is known as conversion.
No. of clicks– CTR is the number of clicks on your post divided by how many times a post is shown. The higher the CTR, the more effective the post is.
5. Customer Social Media Metrics
This metric focuses on customer satisfaction, that how the brand’s current customers feel about the products or services. A lot of times, current customers have shown the power of getting new customers.
Customer Satisfaction– Have you seen the 1 to 10 rating on Zomato, uber, or ola. Customers are asked to give a rating to the brand based on their experience of the product or service and this is how satisfaction is calculated.
NET PROMOTER Score – These metrics are used to check the loyalty of the current consumer. On a scale of 0 to 10 “how likely a consumer is to recommend the brand?”, is known as loyalty.
A specific group is used by the brand to check the loyalty
Promoters give the rating 9 out of 10
Passive give the rating of 7 or 8
Detractors give a rating between 0 to 6
Promoters category helps the brand to become the king.
Testimonials– Almost every brand wants testimonials from their current customer. It includes review, rating, or endorsements. Testimonials allow the company to know whether the current customer is happy or not with the brand.
TO SUM IT UP
Apart from these social media metrics, there are other metrics to understand the impact of any campaign. It is important to check the progress of the campaign to take the right actions towards it if required.
Choose the best metrics to check the return on any campaign.
Also, read our blog on Rules to be successful in social media marketing