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!