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How to Measure Social Media Marketing Success

Nov 16, 2021 | Digital Marketing

Measuring social media marketing success is quite confusing, especially if you are a newbie at it. In this article, we’ll explain how to measure success and which metrics matter the most.

Social listening

It might not be the most critical metric, but it is still crucial to get a basic idea of what conversations your Brand is causing on social media. Simply put, “social listening” measures how many people talk about your Brand (or content) on social media. How extensive is the conversation around your Brand? Are people talking about your industry or offering? 

These are questions, “social listening” can help answer.

Social listening is a little more complicated than just counting mentions in tweets and hashtags. You should measure how many conversations, posts, and messages there are around and about your brand.

On Twitter and Instagram, we can achieve this through the following: 

Usernames: It is one of the simplest ways to check. When a user attributes your username in a tweet or an Instagram post, you will get a notification. It is usually attributed as a “Twitter mention” on Twitter while known as a “tag” on Instagram. 

Brand mentions: We can also track the number of mentions you’ve received; however, you won’t receive a notification about this. You’ll have to use special tools to monitor the mentions.

Hashtags: A common way for people to talk about your brand, especially if your industry knows you well. 

Improving your social mentions depends so much on your other marketing efforts. In cases where people aren’t talking about you, consider refining your message and testing out different messaging before opting for one. Find out what your audience resonates with best. Perhaps your content is not captivating to your audience. Go back to the first step and find out what your audience prefers. Does your audience like visual or written content? In-depth guides or short videos? Audience research can help you find the correct answers.

Reach

While listening shows you how many people are talking about you, reach shows how many people have seen your content. Reach is, therefore, a great measure of your potential audience size. It indicates how far your message or content spreads across social media.

Reach is measured when your content appears on someone’s news feed.

The metric is in three parts:

  1. Organic Reach: The number of people who saw your post/tweet in their feed. A metric that is becoming harder to maintain, as various social algorithms give more value to posts shared by friends, family, and followers.
  2. Viral Reach: As touched upon above, this indicates how many people have seen your content due to social sharing.
  3. Paid Reach: The number of people who saw your content through a promoted social post.

Engagement

Engagement is, by far, the most crucial social metric. It measures how people are interacting with your content across social networks.

Engagement also indicates actions taken on your posts, tweets, and stories. 

The higher the engagement rate of your posts, the higher your viral reach is likely to be. While most see these actions as single events, they are usually indicators of long-term interaction with your audience.

A high engagement rate means your audience knows and trusts your brand. It’s an indication that you’ve created a community around your brand.

Influence

It indicates the impact your content has had on your audience. While it is one of the most controversial success measures, it suggests the level of influence you have over your audience. What could be more important than influencing your audience?

Conclusion

Dozens of metrics indicate social media success. Clicks, conversions, and ROI are a marketer’s cup of tea, but the stepping stones highlighted here must not be ignored. No matter how you measure these metrics, it’s essential to have a process in place to improve them. Our team of experts is on hand to help you audit your social media marketing success. Feel free to reach out. No obligations.

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