Social media is a marketing tool that all small businesses should be using but measuring social media efforts is vital to success. How to Measure Social Media Marketing Performance for your small business is vital to its growth.
Social Media platforms make it possible to reach people who are interested in the products and services you offer. In addition to reaching them, the ongoing nature of social media means you can build the necessary level of trust that’s needed for someone to buy from your business.
As a social media consulting firm , we guide businesses with all kinds of concerns related to social media. Since this gives us an opportunity to see how various businesses are advancing their social efforts, we’re able to notice trends across numerous industries and organization sizes. One issue we commonly see is businesses strife to measure how well their social media efforts are performing.
However, just because data is available doesn’t mean that measuring social media marketing performance is a breeze.
Not only is there the issue of needing to measure results across various platforms, but there’s also the problem of trying to figure out which metrics are even meaningful. Without having a clear way to measure results, most businesses will struggle to find traction with their social media management. That’s why we want to cover the why and how of three social metrics worth measuring:
Likes and/or Shares
While social media can bring customers to your business, it’s important to note that this channel generally sits at the top of the marketing funnel. That means most people will want to engage with your brand for awhile before actually purchasing. You can measure that engagement through likes and/or shares. When these metrics are used as internal benchmarks, they go beyond vanity metrics and provide insight into what types of content best resonate with your audience.
Once someone is accustomed with your business, you want to get them on social media and on to your website. Clicks are an excellent metric to measure for this purpose. You can see general trends about how many people are clicking to your site on a daily basis, along with which specific efforts are best at driving clicks.
It’s important to remember that not all clicks are equal. That’s why you should also measure how much time people spend on your site after clicking. If you suddenly notice that a bunch of social media visitors stayed on your site much less than normal, it probably means you pitched something on social that didn’t actually line up with the experience those visitors had when they arrived on your site.
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