For most people, the first thing they do in the morning is check what is new on social media. According to Statista, over 3.6 billion people across the globe were using social media in 2020, making it a critical business tool, thanks to its massive influence.
Being on social media is one thing for a business, and getting value is another. To ensure that your business’s social media campaign yields the desired outcome, you need to pay attention to some of the most critical KPIs.
What Are Social Media KPIs?
Social media KPIs are the metrics used to measure the effectiveness of a business’s social media campaign. KIPs are useful in helping determine if a social media campaign is meeting or exceeding expectations which helps plan for the best course of action.
Running a social media campaign involves lots of data, especially if you are running it on different social media platforms. Businesses must organize and present their metrics in an easy-to-understand report to get the most out of the data. The best way to organize and report your metrics would be using a social media metrics reporting tool or just a free social media report template from a reputable provider such as TapClicks.
Critical KPIs You Should Monitor
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Engagement
Engagement is at the top of the critical KPIs your business needs to pay attention to. Engagement measures the number of comments, likes, brand mentions, clicks, profile visits, and shares your social media posts receive.
Having a high number of engagements indicates that the marketing message or content you put out there resonates with your audience.
Engagement plays a critical role in determining the number of people who get to see your post on platforms such as Twitter and Facebook. Twitter and Facebook algorithms view engagement as a measure of popularity that influences your post’s ranking.
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Reach
Reach is one of the oldest marketing metrics but is still relevant today. In simple terms, reach is the measure of the number of people that get to see your message. Reach metrics include the number of followers, impressions, and traffic data.
While having a vast reach is important, it is not necessarily an indicator that your post is doing well. It only indicates the estimated number of people who saw your ad or content.
Having a huge reach with little or no engagement suggests that your message may not be compelling and could use some adjustments.
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Leads
Getting engagement and having a vast reach is important. However, the main goal of any social media campaign is to get the best return on investment (ROI).
If your business’s social media campaign’s engagements and reach do not translate into leads, it may need some readjustments.
There are two main reasons why a social media campaign may not generate leads; your content isn’t tailor-made to the buyer persona, or you are on the wrong platform.
Getting a good grasp of your campaign’s lead generation can help you focus your attention on the platforms your campaign is doing best or readjust your campaign based on the engaging audience’s demographics.
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Customers
Every KPI is important. From the reach, engagement, and leads. But all these KPIs may not mean much if they don’t translate into sales.
Building a relationship with potential customers should be the focus of every business’s social media campaign.But ultimately, every social media manager expects that the followers and the fans will make it to the finish line – make a purchase.
However, you should not expect all followers to convert into buyers. Some are there for the content. The good thing is, even if they don’t buy, they can still engage, which helps generate organic traffic.
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