Metrics provide an opportunity for brands to portray their marketing efforts. The metric reports
also assist in crucial decisions such as budget enhancement and improved access to
resources. The social metrics consistently check the Brand’s health, and the SMM panel
essentially enhances the social media presence by offering necessary data for backup.
Audience Growth Rate
Audience Growth Rate identifies the speed at which the Brand’s followers are rising on social
media. With the increased access to the internet by people worldwide, it is evident that social
media followers also grow dramatically. But the brands must track the number of new followers
each month so that they grow well ahead of their competitors.
Response Rate and Time
Brands need to concentrate more on their customer experience, despite working towards
social media accounts and posts’ performance. Metrics like response time and response rate
effectively know how fast the marketing team is responding to crucial messages and the
number of them receiving the appropriate response. For brands with multiple user accounts,
they need to track the performance of each user.
Impressions and Reach
Impressions denote the number of times a post is displayed in a user’s timeline. Reach is the
number of prospective viewers a post can have. It usually refers to the follower count and the
accounts that share the follower’s post.
Impressions tell more about the impact of the Brand’s content in terms of visibility.
Simultaneously, it is still essential to consider other metrics to know the overall performance
context. If the brands have multiple goals of parallelly increasing awareness and educating
their audience, they must choose a combination of both engagement and impressions. A post
with a strong impression and low engagement rate could be understood that post was not
much interesting.
Referrals and Conversions
For companies having e-Commerce platforms, conversions and referral traffic are connected
to both marketing goals and sales. The brands need to include Google Analytics or UTM
tracking if they are active on eCommerce sites. Referrals are the ways by which the user
arrives at the Brand’s website. Brands can view as sources in web analytics. Conversions
occur when the user purchases products from the marketer’s site. Social conversion denotes
a purchase done by the customer through visiting a social media channel.
Conversion Rate
The conversion rate is calculated based on the number of viewers who have taken appropriate
action on the Brand’s page after clicking the link in their social post. A high conversion rate
indicates that the Brand has offered valuable and convincing content to the target audi ence.
Brands can embed a call-to-action link while creating their post. Effectively place cookies on
the user’s machine so that they can include leads to the campaign. Brands can use campaign
reporting to measure the number of clicks and conversions gathered from the post.
Click-Through Rate
The Click-Through Rate studies the frequency at which users click over the call-to-action links
in the Brand’s post. CTR exclusively connects to a link that takes customers to additional
content, and it does not involve any engagement actions such as likes, shares, and comments.
Brands need to measure the total clicks and total impressions for a post. Brands can calculate
CTR percentage by dividing total clicks by total impressions and multiplying the value by
hundred.
Bounce Rate
Bounce Rate refers to the percentage of visitors who click over the link in their post merely to
leave the landing page without taking appropriate action. Bounce rate allows brands to
measure social media traffic and also ROI against other modes of traffic. If brands have a low
social media bounce rate than other sources, then it is evident that their social campaigns are
targeting appropriate audiences.
Share Of Voice
This metric is frequently used as a part of paid advertising campaigns or competitive analysis.
It shows the effective online presence of a brand. Share of Voice is a progressing goal for
most brands that can only reach by setting high standards. The Brand stays forever
irrespective of the frequency of marketing cam paigns. Therefore they need to consider the
share of voice for appropriate changes.
Final Thoughts
Metrics are essential as they help brands study the success of their strategy or campaign for
a specific period. The metrics are available in the analytics section of every social media
channel. The marketers can combine metrics to offer a complete view of their social media
performance. With emerging time and goals, brands can include customized metrics that are
more appropriate for their business.
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