Social media metrics offer valuable insights into campaign performance, helping marketers determine if their message is effectively reaching the targeted audience. These measures highlight where the campaign’s strengths and weaknesses lay, which inform strategy testing and adjustments to optimise performance. This article breaks down twelve key metrics marketers need to track to boost social media performance.
Reach
Reach describes the total number of unique users who have viewed a post. This metric is important as it shows the potential audience size seeing this content, with a higher reach being indicative of better brand awareness. Reach can be improved by changing the content format, using hashtags, or posting when the key audience is online.
Impressions
Impressions refer to the total number of times content is displayed in social media feeds, regardless of whether it was clicked on or engaged with. Unlike reach, impressions can count multiple views from the same user. Low impressions indicate that the content is not being seen, which can be rectified by increasing the posting frequency or using paid media options. A social media marketing Brisbane strategy can help you increase visibility and ensure your content reaches more potential customers.
Engagement Rate
Engagement rate measures the total engagement, such as likes, comments, and shares, and divides it by the number of account followers to see how engaged the audience is. A high engagement rate is a good indication that content is resonating meaningfully with the page’s followers. This metric can be boosted by using interactive content types like polls, questions, or ratings to encourage higher engagement.
Click-Through Rate (CTR)
CTR is the ratio of users who click on a specific link compared to the total users who view the post. This is important for content with a call-to-action, as it directly correlates to its effectiveness. A CTR can indicate that the content’s call-to-action is not clear or compelling, which can be fixed by incorporating action-orientated words and stronger, persuasive language into its message. A Brisbane digital marketing agency can help optimize your content and calls-to-action for better results.
Conversion Rate
Conversion rate refers to the percentage of users who take a desired action, — such as signing up for a newsletter or purchasing a product — after clicking on a post encouraging them to do so. This metric shows the results of the campaign and highlights the effectiveness of the social media strategy. If the conversion rate is low, it can be improved upon by optimising landing pages and streamlining the conversion process.
Audience Growth Rate
Audience growth rate measures how fast the account’s follower count is growing over a certain period, with a steady increase meaning more people are finding value in the current content. The audience growth rate can be enhanced through social media advertisements, consistent posting, and influencer collaborations.
Mentions
Mentions track how often the account is being discussed or tagged by other users. High mentions can mean people are talking about the brand — which can demonstrate awareness and resonance — but it is crucial to monitor whether the sentiment in these mentions is positive or negative. With a solid content marketing services plan, brands can turn these mentions into deeper conversations with their audience.
Share of Voice (SOV)
The share of voice metric compares the number of mentions a brand receives against its competitors’ mentions. A high share of voice can indicate strong brand awareness and authority in an account’s niche. It can be improved by creating unique content and engaging in trending topics or conversations.
Video Views
Tracking video views indicates whether the audience finds value in this content medium, which can be boosted by using captivating thumbnails and engaging descriptions on short-form videos.
Response Rate
Response rate tracks how quickly brands respond to messages, comments, or mentions. A quick response rate can improve the brand’s Customer Satisfaction Score.
Customer Satisfaction Score (CSAT)
The CSAT score gauges customer satisfaction with a brand’s social media interactions. It is measured by asking users to rate their experience after an interaction. A low CSAT indicates that customer service or content is lacking, which can be boosted by providing timely, helpful responses to comments and messages.
Cost Per Click (CPC)
CPC is the amount the brand pays each time a user clicks on their advertisement in a paid social media campaign. It is an important metric for budgeting and helps determine the cost-effectiveness of the project. To get the most out of each click, A/B testing can be used to optimise advertising content and targeting.
Tracking Performance-Boosting Social Media Metrics
Tracking these 12 social media metrics improves overall performance through data-driven decision-making and strategy adjustments. Each metric provides unique insights, but the real power lies in analysing them together. Monitoring these performance-boosting metrics offers a comprehensive view of social media performance, highlighting areas for improvement and opportunities for growth.