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Social media metrics that brands can’t ignore

As revealed by the firm WebStrategies Inc. , currently 83 percent of companies have considered social media as part of their budgets for the development of marketing, therefore, it is of great importance that companies adequately understand if the efforts they make With these platforms they are effective, or not, to be able to implement improvements and receive more and better results. It is for this reason that this time we will share the social media metrics that no brand can lose sight of if they want their work to provide a good return on investment.

What are those social media metrics?

According to information shared from the Content Marketing Institute, the following are 7 social media metrics that brands can’t lose sight of if they really want results beyond vanity metrics:

  • Social reach

According to the source, social reach is one of the most important social media metrics for brands, it reflects how many users are being reached by the publications that are shared on the different social media platforms. As could be understood in this case, the higher the registered reach number, the greater the exposure that the brand’s contents receive. Although we cannot say that it is the most important metric because it is the first one we mentioned, it is important to consider that this is an indicator Australia Mobile Database of how effective with a brand’s accounts and content in attracting new members to the audience. To track and measure it, it is enough to go to the analytical data presented by the different platforms. The idea is to identify how many people saw the content of, for example, a campaign on Facebook. For brands, it is effective to know how many individuals they reach with their publications, as this way they can learn what type of content has the best resonance and conversions and apart from this, they can work on better publications for the future.

  • References

Referrals are about one of the social media metrics that indicates how good the content is that it leads more people to spaces like the website.   Also, as it could be understood, having a good volume of sessions from the different social media platforms means that the content is being effective. To determine the references, tools such as Google Analytics can be leveraged on the website. On this platform, just go to the Acquisition section and from there go to the Social Media tab to see which social networks are bringing traffic to the site and how they are generating conversions.

If brands want to drive this metric, they need not only worry about content as such, they must also create more engaging Calls to Action on their social media posts. The idea is to give them a good reason to click.

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  • Bounce rate

It is common that on many occasions visitors arrive on a page and never go further within the website. To see how often this happens, brands need to check bounce rate metrics. As detailed by the Content Marketing Institute, if the bounce rate of traffic from social networks is high, it will be possible to see that visitors are interested in the publications that are made on social networks, but the content is not what they expected and consequently they left that page quickly, which is not very positive for what it implies for the content.

To track and measure the bounce rate from social networks, you can also use a tool like Google Analytics. In this case, the process to follow would be to go to the Acquisition section, then click on All traffic and then select the Channels option. There you will see a table where the Social section appears and if you click it you will be able to check the bounce rate of the different social networks to see more details with each of them.

If you experience a high bounce rate, the best thing you can do is make sure that the content meets the expectations that are promised in the posts launched on social media.

  • Followers growth rate

Another important social media metric to determine if content is resonating with people is follower growth rate. According to the WCC, this helps determine if enough is being published to grow the audience and if the materials resonate with the target audience. To track Brother Cell Phone List this metric you can go to the statistics shared by each social network, these have a section where they show the number of followers and the growth or decline that this figure has experienced over time. The idea here is to benchmark your audience and set consistent intervals to measure it. If what a brand is interested in is understanding the impact of a campaign, the ideal would be to see the numbers before and after recorded in the long term. If the growth rate is slow, brands should consider making changes to things like themes, post frequency, or format.

  • Engagement

The fifth of these social media metrics, engagement, shows how many people interact with the content. A brand may find that its audience interacts more with images than with entirely text-based publications. By evaluating this metric it is also possible to understand if there are topics that have a higher preference than others among the audience, this can guide future decisions regarding content creation. When a brand has a strong engagement rate, it can be said that it is connecting well with the audience. In this case, a section such as “likes” that is understood as a vanity metric can be helpful, this shows that when used properly in combination with other metrics, these can be helpful.

Engagement can be measured from 3 sections, the average engagement, which is the number of likes, comments and shares over a period of time; the rate of amplification, which is nothing other than the number of shares divided by the number of people who participated with the publication; and the vitality rate, which is the total number of shares divided by the reach or views multiplied by 100.

  • Audience demographics

Social media metrics regarding demographics cannot go unnoticed either, aspects such as gender, income, age, educational level, location, etc., are important. Brands should look at this data and analyze how well it reflects the demographics of the buyer persona profiles they have (ideally) already developed. If they are aligned, it will be possible to determine that the content of social networks is relevant to the target audience. Otherwise, the content should be reviewed to make it more interesting for the target audience, or it should also be evaluated if the audience is correct. To verify the demographic section, it is also possible to go to the statistics shared by the social networks themselves.

  • Fan base

Finally, the fan base is understood as the last of the social media metrics that cannot be lost sight of. It is important not to confuse it with the number of followers, it must be understood that fans are the people who promote the content or the business on their social media platforms, that is, they are people or loyal followers. To calculate the fan base, gangs can measure how many people tag or mention Mara or share their content on social media.

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