If there’s one thing common in people of different age groups, it is the fact that they consistently use social media. Whether it’s for entertainment, marketing, or just to keep up with the trends, people have started spending a significant amount of time on their phones scrolling through social media platforms.
This indicates just how popular social media is. And that also explains why businesses and companies are relying on social media marketing to take their brand to new heights. In fact, if you aren’t using these platforms for your business, you’re missing out on a golden opportunity.
While many assume social media campaigns are all about posting content, the truth is far from it. Keeping track of social media metrics is also a crucial part of the process, especially for understanding whether the campaign is effective or not.
In this post, we’ll walk you through all you need to know about social media metrics and which ones to monitor.
What Are Social Media Metrics?
Social media metrics are keys that can be tracked to measure the success of social media campaigns and evaluate the revenue generated by the campaign. These metrics are usually tracked by professionals using cutting-edge software and tools.
The core objective is to obtain insights into how the audience perceives the brand and what efforts can be made to improve the brand image and reputation to appeal to a wider audience.
Why Are These Metrics Important in Social Media Marketing?
When running a business, you can’t be doing things just for the sake of it; you need to have a purpose, and any action you take should have a positive impact on your business. The same rule applies to marketing, including social media marketing.
So, you don’t just have to keep posting on social media platforms; these posts should have an impact. And that’s where social media metrics come into the mix. They will allow you to keep track of how impactful the posts are so you can make changes accordingly.
What Are Some Key Social Media Metrics?
Here are some of the most essential metrics businesses need to keep their eye on when leveraging social media marketing.
1. Engagement Rate
Engagement is how the audience interacts with your post and the actions they take with it. They can either like, share, or comment on the posts. Engagement rate is the measure of just that per the audience and shows the fraction of engagements.
Since not all of your followers will see your posts and non-subscribers may still interact with you, defining your audience can be challenging. Usually, it’s expressed as a proportion of your total following.
2. Reach
Reach is another key metric in social media marketing that indicates the total number of people who’ve viewed the content on your social media handles. When considered as an average of several posts, it can offer an overview of what the target audience can seem like for that specific brand.
When tracking the reach, it’s critical to gain knowledge on what percentage are followers and what ratio is non-followers. Targeting a high ratio of non-followers will help expand a company’s targets and boost its following.
3. Impressions
This metric is much like the reach metric. While reach measures the number of people who’ve viewed a post, impressions indicate the number of times the post is viewed. In many cases, it takes multiple viewings for a viewer to take action. Therefore, when a viewer sees your content continuously, they’re likely to start engaging with it.
4. Click-Through Rate (CTR)
The sole purpose of any marketing campaign, including social media, is to compel the viewers to take action. That’s done when they click on a link in the post or make a purchase. As the name implies, the click-through rate shows how frequently the audience clicks links. It conveys the number of people who’ve seen and responded to your post.
Tracking social media metrics requires undivided attention and expertise from a professional who knows exactly what they’re doing. Therefore, many people often get assistance from a ghostwriting agency for marketing services.
Besides content creation, these companies also offer various services, including different types of marketing.
5. Amplification Rate
In social media marketing, you need to know the total number of times a post was shared because a spike in shared posts increases your audience, too. The metric that tracks this is called the amplification rate, and it improves reach and engagement.
If your amplification rate is high, it means you’re getting more shares, and the content is being significantly shared. If a post has a low amplification rate, we recommend reviewing the post to evaluate where it can be improved.
6. Cost-per-Click (CPC)
Cost-per-click comes in handy when posting paid advertisements, as it indicates the costs for every click your post gets. Put simply, it helps identify if your marketing budget is being spent effectively and is driving results. To manage the paid ads effectively, the respective professional will calculate the cost-per-click.
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