How to Master Social Media Marketing Metrics - Easy Lessons for 2018?
To use social media optimally without wasting precious marketing dollars, you must master metrics, even if numbers and graphs make you go “ugh” instead of “aah!”.
Mastering social media metrics help to improve your ROI (return on investment) by showing you where to adjust your campaigns for more targeted content and proactive customer care.
Download Free Buyer's Guide “A Quick Guide to Social Media Marketing Tools for SMBs” at https://www.martechadvisor.com/buyersguide/social-media-marketing-2/a-quick-guide-to-social-media-marketing-tools-for-smbs/ - This updated Buyer's Guide will help you to Identify the best-fit SMM tool, Breakdown of key features, Pricing and cost factors and Top industry vendors
Metrics are just numbers (number of likes, number of newsletter signups, number of sales…)
Recorded over a specified time-period, they chart the up (or down) graphs of your Key Performance Indicators (KPI).
A standalone metric rarely gives the full picture
Metrics on their own are quite useless. KPIs are best seen as a correlation between metrics.
Along with ‘number of sales’ you should also be watching out for helper metrics such as number of likes, shares, backlinks, conversions to newsletter subscriptions, unique visitors to your landing page, or bounce rates (how many left the page immediately?).
Commercial Marketing Dashboards for Social Media Metrics
OK, so now you get what metrics and KPIs are for, let us take a look at dashboards.
Dashboards give you an overview of your most important metrics, with graphical representations of your KPIs. You can usually customize everything, based on your needs.
Some of the typical metrics in dashboards are:
• conversions (when your content is saved or subscribed to, or someone buys something)
• user engagement seen through likes, shares, retweets, pins, comments...
• impressions (how many times your ad or post or tweet was displayed)
• number of clicks (which you can compare to number of impressions)
• ...and much, much more
All the major social media platforms also offer you access to their own proprietary dashboards.
• Twitter Analytics: Twitter Analytics shows user engagement, followers, link or hashtag clicks, and demographic segmentation of your audience by lifestyle, consumer behavior, or mobile footprint.
• Facebook Insights and Instagram metrics: Facebook also shows detailed metrics, with comparisons for different time periods, on each of your Facebook business pages. Since Facebook also owns Instagram, you can connect your Instagram account to your Facebook page, for more performance and demographic details.
• LinkedIn Analytics: LinkedIn summarizes update-impressions, clicks on your content or logo, engagement stats, and comparisons of how your company page is performing with those of similar companies!
• Pinterest Analytics: Pinterest is growing in popularity as social media for commercial purposes. They too show you details on your audience and their activity related to your profile including number of pins.
• Google+ Insights: Google+ offers metrics about your Google+ page including views, +1’s, comments and shares. You will also see basic demographics of your followers.
Read More https://www.martechadvisor.com/articles/social-media-marketing-2/how-to-master-social-media-marketing-metrics-easy-lessons-for-2018/
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