You’re struggling to evaluate your social media strategy. What metrics should you be using?

Unlocking a hidden gem in social media analytics involves delving into the often-overlooked metric: your profile conversion rate. While not readily served on a silver platter by social media platforms, it's a valuable metric to consider, particularly on platforms like LinkedIn, Instagram, and TikTok. Calculate this clandestine statistic by dividing your new followers by the number of profile visits, then multiplying the result by 100. Here's the secret formula: (New Followers / Profile Visits) * 100. Achieving a percentage north of 15% unveils the alchemy of your success – a testament to your stellar profile management and engagement strategy! 📈✨

When evaluating a social media strategy, it's essential to focus on key metrics that align with business goals and objectives. These may include engagement metrics such as likes, comments, shares, and clicks, indicating audience interaction and content resonance. Additionally, tracking reach and impressions provides insights into the campaign's overall visibility and exposure. Conversion metrics like website traffic, lead generation, and sales attributed to social media efforts demonstrate the campaign's impact on driving desired actions and revenue. By analyzing these metrics in conjunction with specific objectives, marketers can assess the effectiveness of their strategy and make data-driven decisions to optimize future efforts.

Lean into what your business/organization's goals are as it relates to social media. Goals may also vary and at times conflict. For example I worked on a campaign where the focus was driving traffic to a landing page for a product launch. With that said it conflicted with other content goals which were prioritizing engagement rate. For the product launch we ultimately had to post more and create more touchpoints to drive clickthrough which differed from other content, but ultimately was the smart way to navigate. Adjust when needed and know that different initiatives may hurt your overall numbers in the short term but be beneficial for the business in other areas. Report your data your team to show progress juggling multiple objectives.

To evaluate your social media strategy effectively, focus on key metrics: - Engagement: Likes, comments, shares. - Reach: Number of people who see your posts. - Follower Growth: Rate of new followers. - Click-Through Rate (CTR): Percentage of users clicking on links. - Conversion Rate: Percentage of users taking desired actions. - Sentiment Analysis: Audience feelings toward your brand. - Customer Acquisition Cost (CAC): Cost of acquiring a customer. - Return on Investment (ROI): Revenue generated compared to costs.

Every brand will have it's own unique KPI's. Some businesses value engagement & interaction more, while others value overall audience growth. When starting, be sure to get clear on your individual goals for your business.

For high-level social media users seeking niche insights, focus on advanced metrics tailored to your unique goals. Prioritize Metrics such as; Conversion Attribution- measuring the impact of each touchpoint on the user journey. Customer Lifetime Value (CLV) - gauge the long-term value of acquired customers. Social Media Sentiment Analysis - understand nuanced audience perceptions. Share of Voice - assess your brand's visibility relative to competitors. Time Spent per Session - for in-depth content impact analysis. I also suggest to implement A/B Testing to optimise content elements.

There is a plethora of social media metrics that can be used to track success, but it's important to use metrics that matter to you. I recommend using two types of metrics. 1) Metrics that help you track the success of your content in the context of the social platform 2) Metrics that help track the impact your social media efforts have on the business It's important to bridge the gap between these metrics to make sure your social media strategy is aligned with your business strategy. Sure it's great to have exponential follower growth and achieve virality, but if your not driving the bottom line then you should rethink your approach.

One metric that is not usually provided automatically by Social Media platforms but is interesting to take into consideration is your profile conversion rate. It's simple to calculate for LinkedIn, Instagram and TikTok for example. Calculate it by dividing your number of new followers per the number of profile visit your got, divider by 100. If your percentage is over 15%, you are doing a great job!

Choisissez les indicateurs quantitatifs qui sont alignés avec vos objectifs. Mais essayez d'intégrer aussi des indicateurs qualitatifs. Enfin, pour moi, il y a surtout une question à se poser pour savoir si l'indicateur qu'on choisit est le bon : est-il actionnable ? C est à dire, me permet-il de mettre en place des actions

Impressions and likes...a thing of the past. Don't get hung up on these. If you want your business to grow, conversion is the only metric that matters. Follow your social media pillars and create a solid plan that will yield a strong conversion rate.

The best way to analyse what is working is to experiment with everything. Social media is all about trial and error, you need to find what works for you and what your audience likes to see Track your analytics by seeing Top performing posts Your follower count Your engagement rate Your profile viewers Experiment first and then track after

Data analysis is a must-have skill when crafting a social media strategy. We had a client that was seeing a lower engagement rate than we typically like to see for that industry. Upon analyzing our strategy, we saw that the time of our posts that worked for other clients (3pm) was about 3 hours too early for this other industry. We began publishing content at 6pm, and saw a nearly 30% jump in reach and engagement the next month.

Depois de escolher as métricas mais relevantes para seus objetivos no mkt digital, é importante acompanhar e analisar regularmente os dados para entender o que está funcionando e potencializar, mas, também, analisar o que não está tão bom para fazer ajustes. Além disso, temos que ter em mente que o sucesso nas redes sociais vai além do número de seguidores ou curtidas. É sobre construir relacionamentos significativos com sua audiência e, para isso, conhecer o que esse público gosta ou odeia em seus conteúdo é tão necessário.

People need to stop thinking of their strategy as a set piece. It is constantly changing and morphing into something new (thanks algorithm) so marketers need to keep up and pivot when needed!

As you evolve as a marketer, so will your strategy. Understanding that using the insights from one report can help you refine your next campaign. I recommend looking at engagement results to ensure your content is finding the right audience that are as excited about your product/service as you are.

Il est extrêmement important d'analyser les résultats de ses campagnes sur les médias sociaux. En fonction, de l'analyse, il peut être judicieux de choisir ses contenus selon les affinités de chaque réseaux. Par exemple, adapter une stratégie différente (récurrence des publications, formats des posts, heure de publication, objectif du message) sur chaque réseau peut être très utile. L'importance de la veille est cruciale pour toujours être au fait des utilisations.

Check your progress regularly to make sure you are meeting your goals and key metrics. Monitoring will help you see if your strategy is working and if you are staying on track. Set up regular reporting intervals to review your performance metrics and assess whether you're on track to achieve your objectives. Use this ongoing monitoring to make real-time adjustments and corrections as necessary to stay focused and effective in your social media efforts.

A marketing strategy is a hypothesis that must be tested. Like a science experiment, you have manipulated, controlled, and responding variables. When forming your hypothesis, be sure to only manipulate one variable while measuring your responding variables (Performance.)

In addition to quantitative metrics, consider qualitative factors such as audience sentiment, brand perception, and competitive analysis. Monitor social media conversations, reviews, and mentions to gauge overall sentiment and identify areas for improvement. Keep abreast of industry trends, platform updates, and changes in consumer behavior to ensure your strategy remains relevant and effective in the evolving social media landscape.

Start with have you had a sale? If yes, repeat that behavior over and over. If not, get help. In the end, you will have to eat. Too many people are shocked when they go viral and get no sales. Even though all of us tell you that will happen. You don't believe it will happen to you. Because you are special. You are different. Here's some cold water. You won't know what works to drive sales until you find it - but once you find it build off of it.