Number of followers, likes in publications, number of comments and more. All of these are examples of results commonly measured by social media managers or entrepreneurs who try to identify whether social media marketing is doing well. However, are these the right social media indicators that you and your team should look at to make strategic decisions?
You may have heard of the term “vanity metrics”. This term is related to indicators that bring some satisfaction to those who create, execute and pay for digital marketing actions. However, they say little about the company’s direction towards its real goals.
In face of this inversion of values, more attentive digital marketing experts recommend that we avoid vanity metrics and face the true indicators of social networks.
And some examples of vanity metrics are exactly the data we listed at the beginning of this article: number of followers, likes in publications, number of comments, among others.
So, what are the social media indicators that you must follow to make the right decisions and measure the results of your actions?
That’s what we’ll talk about next! Follow!
Social network indicators
Our list of social media indicators includes:
- Click through Rate (CTR)
- Social traffic
Before we understand what each of them means and how to use them to evolve their results, it is important to understand that there are many digital marketing indicators , related to many issues that involve each step of a strategy.
Therefore, the indicators of social networks that your company tracks, must be aligned with the objectives that it has for each social network . For example, if the goal is to take users to e-commerce and make them buy, measuring conversions makes perfect sense, since you will be creating strategies that seek to achieve that goal.
However, if you have a channel for brand consolidation on social media, reach and engagement have much more weight in your evaluation.
Understanding this, we move on to the more detailed presentation on the main social network indicators.
Reach represents the number of people who have been impacted by your page’s publications at a given time (you can also see the reach of each publication individually).
There are two main types of reach: organic and paid.
The organic range is the number of users that have been impacted by their publications without this you had to make any investment in the ads Facebook ads .
That is, organic reach represents users who were impacted by the publication of your page because they received the content in the feed or, for example, saw a share.
When evaluating paid reach you also measure the effectiveness of the ad , however, it is important to note that there are several types of ads on Facebook and each ad has a clear objective. To expand the reach results, it is necessary to create an advertisement for this purpose.
If you don’t know much about Facebook Ads, we recommend that you access the video below and learn more about how to use this tool strategically.
Social networks are places of social interaction. In that sense, having a network with many followers, with wide reach, but with low engagement rates can say a lot about your strategy.
Engagement is nothing more than an indicator that measures public engagement with your publication.
In general, the more engagement, the more your content is aligned with the interests of your audience. That is, the more engagement, the better!
Engagement is a measure that considers:
- tanned numbers,
- volume of comments,
- number of shares.
It is one of the most important social media indicators for branding.
Be aware, however, not just the quantity, but the quality of the interactions.
Publications in the form of questions, memes, videos and contests considerably increase engagement.
Always remember to create content that is aligned to your company’s personas , offering content that is of interest to this audience.
Click through Rate (CTR)
If your publication or publications are intended to make the user click and be directed to the company’s website – or other pages – measuring the click rate is indispensable.
The click-through rate shows the percentage of users who saw your post and clicked on it.
This is a very relevant metric for those who use social networks within Inbound Marketing , in the stage of attracting the public.
It is also important for ad strategies that focus on taking the user to other pages, be it products, company website or landing pages in general. In that case, measuring your CPC (cost per click) will also help you control your campaign budgets.
Very low click through rates may indicate that your offer is not so tempting for the one who is receiving it. In addition, other elements such as the CTA button, the title of the publication and the image used to attract the user, may need optimization.
If the CTR measures the users’ interest in accessing the advertised offer, the traffic rate shows how many actually entered the page indicated by the CTA.
One of the central roles of social networks is, exactly, to attract users to the pages of your company, whether to generate leads, to present a product, make an offer, learn more about a service, download an ebook, get a gift or other actions that the site offers.
For all this to be accomplished, the user needs to click on the link and enter the page indicated by the publication.
It is one of the social media indicators collected by Google Analytics .
Also consider analyzing the bounce rate , to better understand the relationship between it, the click rate and the traffic coming from social networks.
The conversion rate measures the achievement of a goal . In the case of a publication with a product that leads to a purchase page, the conversion is the purchase.
This metric contributes to a view on which social networks have the greatest conversion power , which contents improve the numbers of this indicator.
It is always important to remember that social network indicators should not be used only as a view of the results achieved by actions already taken, but also as a beacon for creating publications and campaigns with better results.
In view of all this, your company should consider the use of digital marketing tools that allow the monitoring and control of social network indicators and many other strategies such as:
- e-mail marketing,
- inbound marketing,
- SEO, among others.
Abdul Rimaaz is a marketing automation software, which in addition to several features such as programming and analysis of publications on social networks, creating landing page, automation and email marketing, SMS marketing and more, helps you to manage your social networks and to schedule your content for the time and day you need it.
Read more article about Abdul Rimaaz