If you were to ask ten different social media marketers what the most important metrics for measuring success of SMM are, chances are you will get ten different responses. The fact remains that social media marketing (SMM) is a wide topic, and that there’s no definite way to measure success. However, it is important to know whether or not your efforts are yielding results or you need to change your strategy. There are plenty of ways to measure the success of your social media marketing efforts. According the Mark Consulting, the following are some of the most important metrics to measure the success of social media marketing.
Source of traffic
One of the most powerful tools for social media marketing is source of traffic as it lets you know which areas you should focus your efforts on. In addition to knowing where your traffic comes from, make a point of knowing what type of content performs best for all traffic channels. Having this information allows you to optimize your efforts. Google Analytics has a tool that allows you track traffic on all platforms. Utm tracking parameters on social media platform links are also quite helpful.
Actual conversions from social media
Conversions entail visitors who complete purchases of your products or services, opt into your newsletter; download your eBook, referrals, and more. The importance of tracking actual conversions from your social media pages cannot be stressed enough. They go a long way in helping you track how effective your strategy is.
Number of shares
The rate of click through rate had increased by 275% on Facebook by 2013, implying that people are increasingly engaging on social media. Determining the number of shares for the content you post on social media is instrumental in letting you know which content works best for your followers. Be sure to keep an eye on whether the audience resonates best with internal or external content.
Relevance and quality of content
The Mark Consulting advises that the most effective social media marketing strategies are driven by quality and relevant content. This isn’t measured by the number of retweets or shares of your content. Measuring the relevance and quality of content requires digging deeper and analyzing the number of unique views, total pages viewed as well as time on page. All the above factors can be measure accurately using Google Analytics. If the above aren’t increasing with time, then you need to change the strategy and post better content.
While these are just a few of the metrics used to measure success of social media marketing, The Mark Consulting advises that the metrics you choose should tie your online efforts with your bottom line. They should also make sense for the particular type of your business.
By Mark Pavelich President CEO The Mark Consulting & Marketing
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