Analyzing the performance of your social media marketing campaign is essential to ensure that your resources are being used efficiently. Here are a few important metrics that you must keep an eye on to see if your social media marketing efforts are on track.
- Content Engagement: Engagement is the number one indicator that your social media strategy is paying off. Engagement could be any kind of user interaction, be it clicks, likes, reactions, shares, retweet, comments, or brand mentions. Having a large reach is not enough, it should be complemented with an adequate amount of engagement. Social media platforms identify engagement as brand popularity and content quality.
- Reach: The reach of your posts is an old-school indicator that continues to stay relevant. It indicates the number of audiences your post has reached. However, unlike engagement that is a defined number of audiences who have interacted with your content, reach is merely an estimate.
- Leads: At the end of the day, every social media marketing campaign aims to generate and convert leads. Leads is the primary metric for measuring return on investment. If you have a great following, large reach, and high content engagement, it should translate into leads, otherwise, you may be making use of an incorrect platform.
- Audience Demographics: The demographics of a newly acquired audience is important to formulate strategies that are sure winners. The new audience will translate into your potential clientele and hence you should attract them in a manner that is most suited to their tastes.
- Influence: The impact that your brand is having over the general public is also a factor in observing your social media impact. To understand your influence, you need to compare the conversations related to your brand to the conversations about your competitors. You could also derive a percentage of the conversations about your brand to the overall conversation regarding your industry.