How To Tell If Your Social Media Efforts Are Working
3 Social Media KPIs to Watch For
When it comes to social media, every business’ strategy is unique and should be catered to your specific goals. You might already have some familiarity with social media and are somewhat active, but haven’t been getting as much engagement or new followers as you’d like.
So how can you tell if your social media efforts are actually working? When it comes to measuring growth, understanding KPIs makes it easier to analyze what parts of your strategy are effective and where you can improve. Here are three tangible and measurable metrics to expect from an active social media presence.
#1: An INCREASE IN GENERAL ACTIVITY
This one is obvious but sometimes overlooked. Social media “growth” involves any increase in activity within your target market over a specific reporting period. Growth and engagement are often intertwined but can be measured separately. Examples of growth metrics include:
Audience Growth Rate - How quickly your followers increase (Note: this can actually be more useful than how many followers you receive, as it shows your content is highly engaging)
Brand Awareness - How much attention your business has gotten
Post Reach - How many people have seen a post since it went live
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#2: CONSISTENT ENGAGEMENT
Followers, Likes and Comments - When measuring engagement on social media, the first thing that comes to mind are followers, comments and “likes”. These are definitely important!
Once you’ve determined your overall business goals and target audience, a social media strategy typically involves setting a goal number of followers per month, often in a range (for example, 25-45 followers a month).
Remember, It’s not enough to just have 1,000 followers, they need to be the right audience for your business. It’s better to have fewer, truly engaged and targeted followers than several thousand random ones who won’t bother clicking through to your website.
This is why it can seem like your social media engagement is slow at the beginning, when in reality, effective social media growth is a marathon, not a sprint!
Average engagement rate: This refers to the percentage rate of followers or connections that like, comment or share your posts. Customers and clients love staying connected to their favourite businesses on social media, and measuring engagement is a great way to determine customer response and where your strategy needs improvement.
#3: INCREASED Website Traffic
The main goal of any good social media strategy is to get your business in front of new people who have no idea you exist. Social media is the most up-to-date place for new customers to stay informed about your business. When you create high-quality content, you WILL drive traffic to your website.
A social media agency will measure and analyze website traffic to determine the quality and effectiveness of your content, and determine areas of improvement.
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These are some of the biggest measures of success a social media agency can report on and deliver! But successful social media efforts begin with a great strategy. Talk to us about how we can help!