In digital marketing circles, ‘social media marketing’ is one of the buzzwords that’s talked of regularly. It’s well understood by those in the know, however for the start-up business owner – or a person who doesn’t know much about this line of work – social media marketing is just a pure expense and not a value-adding activity that translates into tangible returns that the client can see. In other words, money into his or her bank account.
Thus in order to show clients that marketing on social media channels does indeed bring value to the business, there are a number of metrics that you need to measure in order to show your client that they are, in fact, spending money on tangible returns.
Social Media Metrics
In layman’s terms, ‘volume’ refers to how many people are speaking about you, your product or your particular campaign.
Facebook Insights allows you to measure volume easily with their metric called “people talking about this” which measures how many people have posted about your brand page on other people’s walls.
Learning at what times of the day or week the volume is higher will help you tailor make your posting schedules so that your posts reach more of the relevant people.
Reach and Engagement
Simply put, ‘reach’ is how far the conversation about your brand spread. Yes, a big reach is good but don’t look at it in isolation. Isolate the Tweets or Facebook posts which had the largest reach and then look how many people engaged with it, in other words retweeted it or clicked on the link. This will show you what type of content your audience found the most appealing and will help you to develop more such posts.