September 29, 2021
The value of managing a client’s social media profiles is sometimes overlooked, even by marketers. Social media is no longer another world that individuals plug into in our present digital age, but rather an extension of the reality we currently live in. As a result, your social media page represents who you are and who you want to be, which is especially true for brands that actively display their personalities online. Your social media is your brand in the eyes of the 1 billion monthly active Instagram users across the world.
Keeping this in mind, managing an account or ecosystem—from content generation to community management—is a critical task. However, determining how well you’re truly doing can be tricky. Selecting the appropriate social media metrics and key performance indicators (KPIs) is therefore critical in determining the effectiveness of your initiatives.
Marketers are frequently responsible for proposing a set of KPIs to their clients and tweaking content and adverts as consistently as possible to achieve these KPIs.
Choosing social media indicators like engagement rates and click-throughs may appear to be the proper option at first glance. These measurements, however, may not always reflect a client’s total campaign success. While all metrics are useful for different reasons, competent marketers should be able to explain why the ones they choose are the best for achieving certain marketing objectives. You could, for example, choose to focus on one or more of the following objectives:
Increasing the number of visitors to your blog and website
Increasing social media engagement (likes, comments and retweets)
Increasing the number of leads and phone calls
Increasing your online branding, reach, and visibility
Developing a reputation as an authority (thought-leadership)
Increasing sales and conversions
Is your client about to release a new product? Is it their primary purpose to raise brand awareness? If that’s the case, measures like impressions and reach should be utilised to evaluate the success of promotional advertising and content. After all, you want more people to see your new product and spend more time looking at it, not just clicks to the brand’s website or social media interaction.
You have no idea where you’re going if you’re running a social media campaign without using an analytics tool to see if you’re getting the results you want.
Social media KPIs and measurement are crucial because they indicate your position in terms of starting metrics, where you want to go (objectives), and what action you need to take to meet those objectives with your social media marketing campaign. Otherwise, you’ll be wasting time travelling to an unknown destination without a map to help you.
If your company has been struggling to figure out how to calculate the KPIs of social media posts, this is the place to start.