You're trying to improve your social media marketing. What metrics should you track?

For reaching and impressions, don’t primarily focus on AI and Chat GPT 🙃🙂 We are all humans and we can tell when something is AI or not… Think HUMANLY and act HUMANLY. Authenticity always win in the long term. 🙂👍🏽 Try to use AI tools for brainstorming and data gathering and data sharing. But don’t base your campaigns based on AI.

When seeking to enhance social media marketing, it's crucial to track key metrics that provide valuable insights. These metrics should empower the marketing operations professionals to make informed decisions, optimize strategies, and drive overall marketing success on social media platforms. Some of these metrics may include Customer Lifetime Value for understanding long-term customer value, Social Media Sentiment Analysis for managing brand perception, and Social Listening Metrics for real-time engagement and content creation.

Além do engajamento e alcance, a opinião pública é de suma importância para saber se os resultados estão sendo positivos ou negativos. Visto que, engajamento pode ser uma curtida, um compartilhamento, um comentário, isso não necessariamente significa que é positivo. As conversões também se tornam totalmente relevantes, pois entendo que, se faço um conteúdo para as redes, site e etc, o conteúdo deve ter um objetivo especifico para levar o cliente realizar determinada ação, onde ocorre a conversão, quanto mais essa ação que o marketin deseja é realizada, maior a taxa de conversão, consequentemente, temos mais informações sobre o cliente, suas atividades em nossas redes e o principal, fechamento de vendas.

Track reach (unique viewers) and impressions (total views) to see how far your social media content travels. This helps understand content distribution and potential exposure. Use it to compare platforms, campaigns, content types, and find optimal posting times for better reach.

Reach: The total number of unique users who saw your content. Impressions: The total number of times your content was displayed, including multiple views by the same user.

Understanding why engagement and its rate matter is important because it helps you build better connections with your audience. When you have the right strategy focused on connecting with your brand, that's when engagement and its rate become significant. It's essential to prioritise strategies that focus on connecting better with your audience rather than just selling to them. Being too focused on sales can lead to lower engagement from your audience. Remember, empathy is essential here; you need to understand your audience's perspective to resonate effectively with them.

Social media engagement metrics track how users interact with your content (likes, comments, shares) and how well it resonates (engagement rate). This helps you understand what content works and improve your strategy.

This metric is important and tells you a lot about the usefulness of your content posted on different SM platforms. These metrics help you understand how actively involved your audience is with your content. Examples of engagement are 1. Likes/Reactions: The number of likes or reactions provides a basic gauge of content popularity. But remember this actually tells you within your SM platform that the audience has "seen" your content but may not have read it! 2. Comments: The quantity and quality of comments reflect audience engagement and interest levels 3. Shares/Retweets: This metric goes a level up and shares or retweets indicate that your content resonates well enough that users are willing to associate with it on their own profiles

in my experience, the best metric to track and analyze is engagement and its rate, these metrics are clear indications of how strong the connections our messaging make with our customers and what tweaks we can make to improve our strategies.

Ultimately what matters is the bottom of the funnel and the improvement in the close rate for your sales team. Often number of followers, clicks and impressions are used. But without the proof of outcomes improving, these are vanity metrics, and end up showing sales that marketing is disconnected from the real task at hand, which is helping them close deals. Of course it takes time for the conversions to come, so building up a large pool of increasingly engaged readers is valuable. But the quality and profile of those readers must be understood. No sense putting out funny memes and getting followers outside of your target ICP or within their sphere of influence.

Track social media success with conversions! These measure actions taken after seeing your posts (e.g., sign-ups, purchases). Conversion rate shows what % of interactions lead to these actions. This helps understand how well your content drives business goals and revenue. Use it to track landing page performance, offers, and campaign ROI!

Conversion rate: Measures the percentage of users who completed a desired action (e.g., filling out a form, making a purchase) after clicking on your social media content.

Tracking conversions and conversion rates in social media marketing is vital because they: Measure effectiveness: They show how successful your campaigns are in driving desired actions like purchases or sign-ups. Quantify ROI: They help calculate the return on investment from social media activities. Optimize campaigns: Analysis of conversion data helps identify effective tactics and improve overall performance. Understand customer behavior: Conversion tracking provides insights into audience interests and purchasing journeys. Set realistic goals: Conversion rates help set measurable objectives and track progress. Allocate resources: By identifying the most effective channels, resources can be allocated efficiently for maximum impact.

Sentiment and mentions are like the dynamic duo of social media marketing. Sentiment analysis helps you understand the vibes people are throwing out about your brand. Good vibes usually mean more User-Generated Content (UGC) and Social Proof, which are gold for building up your brand's reputation. And mentions? They're like little nods from our audience saying, "Hey, we see you!" Embracing these factors not only boosts your brand identity but also adds that extra touch of authenticity that everyone desires.

Track social media sentiment (positive/negative vibes) and mentions (brand name buzz) to understand how people perceive and discuss your brand. This gauges brand reputation, awareness, and influence. Use this data to respond to customers, find brand advocates, and spot trends to optimize your social media strategy.

Sentiment and mentions are crucial metrics for gauging brand perception and engagement on social media. Sentiment analysis reveals the emotional tone behind comments, reviews, or feedback, offering insights into how your audience feels about your brand. Mentions, on the other hand, track how often your brand, hashtags, or keywords are cited by users, reflecting the extent of your brand's visibility and conversation involvement. Together, these metrics provide a comprehensive view of your brand's reputation and awareness online. They enable you to effectively monitor customer feedback, engage with influencers, and identify trends and opportunities for enhancing your social media strategy.

Track social media growth (follower increase) and retention (active follower %) to understand how your strategy attracts and keeps your target audience. This helps you refine content, posting frequency, and personalize communication for better engagement and conversions.

Growth and retention metrics are essential for evaluating the effectiveness of your social media strategy in attracting and maintaining an engaged audience. Growth measures the increase in followers, fans, or subscribers, indicating the reach and appeal of your content. Retention, however, focuses on the percentage of followers who remain engaged over time, highlighting the quality and relevance of your interactions. Together, these metrics provide insights into your social media community's dynamics, allowing you to tailor your content strategy, posting frequency, and engagement tactics to better meet your audience's needs and preferences.

Tracking growth and retention in social media marketing is crucial for assessing audience expansion and loyalty. Growth metrics reveal increases in followers or subscribers, indicating the effectiveness of content and outreach strategies. Retention measures the ability to maintain and engage existing followers, ensuring continued brand loyalty and advocacy. Monitoring these metrics guides optimization efforts, helping to tailor content and engagement tactics to sustain audience growth and foster long-term relationships, ultimately enhancing overall marketing effectiveness.

Customer experience is crucial. Even if all other social media metrics are positive, poor customer experience renders them meaningless. There is a direct relationship between customer experience and profitability.

Several tools can help track metrics mentioned above and they are divided in two broad categories 1. Native analytics provided by social platforms (e.g., Instagram Insights, Twitter Analytics). 2. Third-party analytics tools (e.g., Hootsuite, Sprout Social, Google Analytics for web traffic originating from social media)