Social Media Metrics to Measure Effectiveness of Marketing Efforts

Social media metrics are tools that help to gauge the effectiveness of social media marketing and to determine their impact on a brand. When time and money is invested in social media interactions, it becomes imperative to keep a tab on the social media activities to assess whether they are generating the desired results or not.

There are many social media and web metrics that can be measured on a daily basis, but there is not enough time and perspective to take each of them into account. Let’s look at 5 key social media metrics that a brand must monitor and measure:

Reach

What it measures: Brand Awareness, Audience Growth Rate, Total Followers

Reach refers to how far a social media interaction has spread. It is a quantifiable measure of the potential audience size – people who are hearing the brand message. Reach measures the impact of social media marketing on brand awareness.

Engagement

What it measures: Average Engagement Rate, Overall Engagement, Reach, Audience Growth Rate

Engagement evaluates the impact that a brand message has on the people it reaches — whether they respond to the message, take action, give feedback, or spread the message further.

Tip: a good way of increasing audience engagement is to add humor to your brand message.

Acquisition

What it measures: Visitor Frequency Rate, Impressions from Social Media, Click-Thru Rate, Visit Duration

Acquisition measures a brand message’s ability to convert engagement into action. An engaging social media presence is the initial step towards brand awareness, but the main objective should be to direct the audience to something more – to drive repeat traffic to a brand’s website.

Conversion

What it measures: Assisted Social Conversions (number of people who visit a website from social media)

Conversion metrics tie social media activity to the main aim of the business – profit generation. Depending on industry the brand belongs to, conversion can mean different things. For one brand, it might mean product purchase; for another, it might mean downloading software. It is the measure of any activity that makes money.

Share of Voice

What it measures: How much a brand is talked about compared to its competitors

Share of voice determines the proportion a brand’s conversation in the overall conversation. In other words, how much a brand is being talked about when compared to conversations about its competitors. High SOV means more people are talking about a brand, which means it has successfully reached more of its audience. 

Social media marketing has become an integral part of every brand’s success strategy. If your brand’s major promotional event is in the pipeline, give PUSH Marketing and Promotions a call and we will help you create the conversations around the brand and enroll your customer in your campaign by leveraging the PUSH social network marketer program! Find out more about our one-of-a-kind Facebook app and exceptionally talented brand ambassadors who will guarantee the success of any promotional event!

Choosing the Right Promotional Products – What to Consider?

Promotional products could be the first interaction a potential customer has with a brand. Just as business cards have evolved in style and design to better reflect a company’s image, the variety of promotional item options has also increased manifold. A few years earlier, an event visitor would just get a pen emblazoned with the company name or a coffee mug displaying the company logo. Today, they can get anything from flash drives to phone covers, wrist bands, totes, and much more.

While choosing promotional products for a particular brand might seem like a no-brainer, the decision could actually be a double-edged sword. The products that speak for a company and reflect a brand’s image should be chosen very carefully. To make sure that you do not go wrong with choosing promotional products for your company, keep in mind the following factors:

Choose a Product that Reflects Your Company

Good quality promotional products create high brand awareness – they introduce a customer to your brand and help them remember it the next time they use the product. Therefore, it is critical that a promotional item reflects the company – what products the company manufactures, or what services it offers. An educational institution can choose pens and notebooks as its promotional products, but the same might not work for a gym; it should go with water bottles, inflatable gym balls or gym bags.

Choose a Product That Customers Can Actually Use

Everybody uses pens, but pens are also more likely to be lost or given away. A promotional product should be of some significance to the customer which they will use often. Therefore, before choosing a promotional product, it is important that the customer’s preferences or habits are evaluated. If the target market is eco-conscious, giving them reusable shopping bags or totes will make a good impression. If they are health conscious, it will make sense to choose gym bags or water bottles as promotional products. Make sure that whatever product is chosen can be used over and again by the customer.

Don’t Compromise On Quality

If a promotional product is of poor quality, how will the potential customer trust a company’s actual product or service? The purpose of a promotional product is to build brand awareness for potential customers or to make them feel valued and appreciated. Although promotional products are mass produced to maximize brand awareness, a company cannot afford to compromise on quality for quantity. A cheap product, even a low quality pen, will make the customer feel undervalued and create a poor image of the company.

Give the Product a Unique Personality

Any company can put their name or logo on a shirt, cap or mug. But to differentiate yourself from competition, you should come up with creative ideas that will tell your company’s story even if you’re not in the room, without even having the company logo on the product. Think out of the box and do not hesitate to experiment; just remember, to be #1, you have to be odd!

Consider Residual Value

A promotional product can create brand awareness and exposure beyond the initial recipient. Your logo on a pen will be passed around often or on a shirt worn by a customer will be seen by everyone they come across. This bonus circulation translates into more advertising revenue.

If your event requires experienced and professional event staff that interact and engage with customer and hand out great quality promotional products, PUSH Marketing and Promotions has you covered!