Social Media KPIs
In today’s digital age, social media marketing has become a crucial element of a successful business’s marketing strategy. Social media KPIs are utilized to measure the performance of implemented social media campaigns. These KPIs track various aspects of social media marketing, including social proof, brand awareness, connecting with the target audience, driving traffic to the website, and converting visitors into returning customers. By monitoring these KPIs, businesses can evaluate the effectiveness of their social media campaigns and make data-driven decisions to optimize their strategy and achieve their marketing goals. Social media KPIs are an indispensable tool for businesses looking to establish a robust online presence and drive business growth.
- Improve reach by post type metric – Your brand’s social media reach is the number of views a particular social media post receives. Posts are broken down into different types, like tweets, images, and social commentary. This metric measures how many unique visitors have viewed each post type, to determine which posts have social reach.
- Improve total watch time – Video is one of today’s most powerful promotional mediums available to the modern brand. YouTube is the go-to platform for social media marketers looking to grow their brand’s target audience. This KPI measures the total time that visitors to your brand’s YouTube channel have spent watching brand-specific content.
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- Improve viewer retention metrics – Viewer retention is a metric offered by YouTube that measures how much of your brand’s video content viewers are watching. This metric also shows at what point viewers stop watching your content. Consequently, the “improve viewer retention” KPI helps you increase the number of retained viewers.
- Improve viewer information metrics – An essential aspect of social media marketing is determining what sectors of your brand’s target audience you are attracting. The brand must attract consumers that are part of the brand’s target audience to grow.
- Improve new versus lost followers metric – Measuring the growth of your brand’s fan base over time metric is an essential social media KPI to track. A successful social media marketing campaign must consistently grow a targeted, focused follower base.
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Social Media – Outreach Objectives
Social media outreach is a proven and effective method for building new customer relationships, boosting client engagement, and enhancing the visibility of a company’s brand. Therefore, measuring social media outreach metrics is crucial for determining the success of a social media campaign. These metrics help businesses track their progress in reaching their target audience, expanding their online presence, and increasing their brand’s awareness. By analyzing social media outreach KPIs, businesses can gain valuable insights into the effectiveness of their outreach efforts and make data-driven decisions to optimize their social media strategy for improved results. Ultimately, tracking social media outreach metrics is an essential component of building a strong online presence and driving business growth.
- Improve follower count – Your outreach abilities are measured by increasing the number of followers on each social media platform you are required to monitor and maintain
- Increase the number of impressions – Social media impressions equate to the number of people your content or posts are visible to. The more times your brand’s social media posts are viewed, the greater the social influence
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- Maintain a consistent brand voice – Maintaining a consistent brand voice across all social media platforms will increase social proof
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Social Media – Engagement Objectives
Engagement objectives aim to create meaningful and lasting connections between a brand and its target audience. To achieve this, it is crucial to engage with social media followers who are credible and have the potential to influence the brand’s target audience. These followers can play a significant role in expanding the brand’s reach, increasing its online presence, and driving engagement rates. By building relationships with credible and influential social media followers, businesses can strengthen their brand’s credibility and reputation, ultimately leading to increased customer loyalty and sales. Therefore, engaging with the right followers is a critical component of any successful social media strategy, and businesses should focus on building relationships with those who can have the most significant impact on their target audience.
- Increase the number clicks per post – The number of clicks on a social media post is one of the most convenient forms of engagement to measure. The Click-through rate has the highest potential to convert.
- Increase post likes – Social media likes are a natural means of generating attention for your brand. The more likes a post has, the higher the engagement metrics. The greater the engagement metrics, the greater the social influence
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- Increase social media shares – Post shares are a sign that your target audience is willing to recommend your brand to their friends and associates. In the age of social proof this is an essential metric to pay attention to.
- Increase the number of comments per post – The more comments your posts get, the more exposure your brand is receiving. The higher the number of comments, the more value your social media campaign is adding to your brand.
- Increase the number of social media mentions – Brand mentions on social media are an important metric to measure. Even though it is not always possible to directly influence the number of mentions, it is vital to be cognizant of what consumers say about your brand.
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Social Media – Conversion Rate Objectives
Conversion rate objectives aim to convert the brand’s target audience into loyal returning customers. Social media plays a crucial role in improving the trust relationship between the brand and the consumer, and trust translates into loyalty. The more trust a brand can establish with its target audience, the more likely consumers are to become loyal customers. Social media can build trust by providing value, sharing authentic content, and engaging with followers in a genuine and meaningful way. By building trust with their audience, brands can increase their conversion rates, turning interested prospects into loyal customers who not only return but also refer others to the brand. Therefore, setting conversion rate objectives and utilizing social media to build trust are essential components of any successful marketing strategy.
- Increase sales revenue – The primary function of any social media campaign is to increase sales revenue by expanding on the brand’s social media exposure and social proof
- Increase lead conversion rates – The lead conversion rate indicates the number of leads who convert into loyal customers. Social proof encourages trust, which drives brand loyalty, resulting in customer conversions.
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- Improve non-revenue conversions – Not all conversions must translate directly into sales. A successful social media conversion campaign can include signing up for an email newsletter, downloading an eBook, or filling out an online form.
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Social Media – Customer Loyalty Objectives
Customer loyalty objectives measure the success of converting the brand’s target audience into loyal returning customers. Social media is integral to building the trust relationship between the brand and the consumer, and the higher the level of trust established, the greater the likelihood of conversion. Social media can help build trust by providing value, sharing authentic content, and engaging with followers in a genuine and meaningful way. By building trust with their audience, brands can increase customer loyalty, leading to higher customer retention rates, increased customer lifetime value, and positive word-of-mouth referrals. Therefore, social media plays a vital role in establishing customer loyalty, and it is essential to set customer loyalty objectives and use social media to build and maintain strong customer relationships.
- Reduce cost per lead metrics – The cost per customer lead is a vital metric. Not only is it essential to know how much each lead costs, but it is also necessary to reduce this number.
- Increase the number of issues resolved – There is an increase in the number of customer service requests handled via social media. It is essential to respond to these requests timeously to increase the brand’s social proof
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- Increase customer lifetime value metric – One of the most challenging assignments for any company to achieve involves increasing customer lifetime value. The more loyal your supporters become, the more inclined they will buy your products or services.
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Social Media – Manager Objectives
Social media manager objectives are designed to measure the performance and efficiency of the social media manager over time. The role of a social media manager involves monitoring all of the brand’s social media channels, engaging with social media followers, and continuously researching and implementing the latest social media trends. Therefore, social media manager KPIs track various aspects of social media management, including the number of followers gained, engagement rates, content performance, and response times. By analyzing these metrics, businesses can evaluate the effectiveness of their social media manager and make data-driven decisions to optimize their social media strategy for improved results. The social media manager plays a critical role in a brand’s online presence and success, and setting clear objectives for this role is essential to ensure that the brand’s social media efforts are achieving their goals.
- Research current social media benchmark trends and audience preferences – Social media marketing is a fast-paced, ever-changing, and evolving genre. It is essential to research current social media benchmark trends and audience preferences continually. This KPI tracks and measures the social media manager’s ability to track current social media benchmark trends and audience preferences over time.
- Design and implement social media strategies that align with business goals – As strategic business goals change due to global economic conditions, so must social media strategies change to align themselves with the strategic business goals continually. This KPI tracks and measures the social media manager’s ability to design and implement social media strategies that align with business goals.
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- Set specific objectives and report on ROI – Specific social media objectives are integral to ensuring strategic success. This KPI tracks and measures the social media manager’s ability to set particular goals and report on their ROI. The higher this metric, the greater the social media manager’s ability to set goals with a high ROI.
- Monitor SEO and web traffic metrics – Social media marketing adds value to the brand’s SEO and web traffic metrics. The social media marketing manager must monitor SEO and web traffic, ensuring that social media marketing strategies positively affect the brand’s digital marketing strategy. This KPI measures the manager’s ability to monitor SEO and web traffic metrics.
- Communicate with social media channel followers – Communicating and interacting with all of the brand’s social media channel followers is essential in building a relationship with the brand’s loyal customers to drive sales and growth metrics. This KPI tracks and measures the social media manager’s ability to communicate with social media channel followers.
- Monitor and report on customer reviews – It is necessary to monitor customer reviews continuously to stay informed about how customers feel about the brand. Information is empowering, enabling brand owners to intervene if the customer sentiment turns negative. This KPI tracks and measures the social media manager’s ability to monitor and report on customer reviews.
- Respond to queries in a timely manner – It is essential to respond to queries promptly. The longer it takes to communicate with a client who has questions, the greater the chance that the customer sentiment will become negative, costing the brand a loyal customer. This KPI tracks the social media manager’s ability to respond to queries timeously.
- Oversee social media accounts’ design such as a Facebook timeline cover, profile pictures, and blog layout – The social media accounts’ design and layouts such as a Facebook timeline cover, profile pictures, and post-layout are integral to the customer experience. This KPI tracks and measures the social media manager’s ability to successfully oversee all social media channels and accounts’ design and layout.
- Suggest and implement new features to develop brand awareness, like promotions and competitions – Brand awareness is key to a successful digital marketing strategy. The social media manager has a role to play in continually improving brand awareness. This KPI tracks and measures the brand’s ability to suggest and implement new features to develop brand awareness, like promotions and competitions.
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Social Media – Strategy Metrics
- Improve the Engagement Rate – Engagement represents the total number of likes, comments, shares, and reactions your post gets on various social media platforms like Facebook, Twitter, Instagram and YouTube.
- Improve the Clickthrough Rate (CTR) – CTR represents the number of times people clicked on the call-to-action link or button available on your social media platforms.
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- Improve the Conversion Rate – Conversion rate represents how many of your company’s social media posts result in website visits, purchases, or other desirable consumer actions.
- Improve the Amplification Rate – Amplification rate represents the rate at which your social media followers share your content with their own audience in the form of reposts, retweets, and re-pins.
- Reduce the Bounce Rate – Bounce rate represents the percentage of people who land on a page and leave without performing a specific action.
- Reduce the Cost Per Click (CPC) – CPC represents the amount of money your brand spends on clicks for sponsored posts.
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Social Media – Follower Activities
- Improve the Traffic metric – Traffic represents the percentage of your website visitors that originates from your social media accounts.
- Improve the Profile Visits – Profile visits represent how many consumers visit your social media profile over an established period of time.
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- Improve the Audience Growth Rate – Audience growth rate represents how your follower counts evolve and increase over time.
- Improve the Consumer Satisfaction Score – Consumer Satisfaction Score represents how happy and satisfied your followers are when using your products and/or services.
- Improve the Impressions metric – Impressions represent the number of times your social media post is visible in someone’s timeline.
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Measuring your social media marking strategy’s outcomes is not just about counting the number of likes a post receives. Therefore, social media marketing KPIs must track and drive improvements in the following areas:
- Social proof
- Build brand awareness among your brand’s targeted audience
- Grow your brand’s fan base
- Driving traffic to your brand’s website to convert visitors into returning customers.
- Post relevant, interesting, and consequential content that adds value to your target audience’s life.
- Engage in meaningful conversations with your client base.
- Track third-party mentions.
In order to implement a successful strategy, brands need to have an active social media presence on multiple channels like Facebook, Twitter, Instagram, and LinkedIn. In summary, consumers are keen on a social relationship with their favorite companies, and this goal is only achievable on social media. Consequently, it is just as important to measure how successful your brand’s strategy is by measuring social media traction and social proof with well-designed social media KPIs.
The rationale behind social media marketing KPIs is driven by the exponential increase in the use of social media platforms as a primary communication tool by consumers. Simply stated, if your brand is not visible on social media, your target audience will shrink, your brand will lose market traction, and by inference, sales numbers will drop. And unfortunately, it is challenging to regain lost market traction. Consequently, it is essential to design and implement a social media marketing strategy whose primary aim is to grow your brand’s target audience.
Finally, every profitable business, irrespective of company size and niche, must implement a successful social media marketing campaign to drive sales, income, and growth.
