Social Media Marketing Metrics: What Matters?

Social Media Marketing Metrics: What Matters?

Knowing the effectiveness of your social media marketing efforts involves more than just counting your Facebook business page “likes” and Twitter followers. And that requires paying attention to metrics that shed light on whether your social media marketing tactics are helping you reach your business goals. Metrics are only meaningful when they relate to clear goals. In his book, “500 Social Media Marketing Tips,” social media consultant Andrew Macarthy recommends setting SMART goals. Specific Do you want to: Increase brand awareness? Increase sales revenue from your website’s online store? Achievable Be realistic when setting your goals. Relevant Your social media marketing goals will serve your business best when they align with your company’s overall goals and vision. For example, increase Facebook page reach by 10 percent in three months; get 20 new email subscribers each month until the end of the year; or increase online sales by 12 percent in six months. Click throughs on your links Engagement with your content (Comments, shares, etc.)

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Knowing the effectiveness of your social media marketing efforts involves more than just counting your Facebook business page “likes” and Twitter followers. Superficial “vanity metrics” rarely provide an accurate window into how well your strategy is working.

What really matters is how well your content is:

Attracting and keeping the interest of readers, viewers, or listeners.

  • Getting shared.
  • Generating leads.
  • Making sales.

And that requires paying attention to metrics that shed light on whether your social media marketing tactics are helping you reach your business goals.

Establish Goals.

Metrics are only meaningful when they relate to clear goals. How else can you say your efforts are succeeding or failing? In his book, “500 Social Media Marketing Tips,” social media consultant Andrew

Macarthy recommends setting SMART goals.

Specific

Do you want to:

Increase brand awareness? By how much?

Gain more subscribers to your e-newsletter? How many more?

Increase sales revenue from your website’s online store? By what percentage?

Measurable

Which analytics…

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