Module:3

The social media platform

 Previous Discussion
• Social Media Marketing
• Benefits of social media marketing
• How to Create a Social Media Marketing Strategy
 Social Media Metrics
• Social media metrics are data related to the success
of posts and impact on audience and customers on
various platforms.
• These metrics may include data about your level of
engagement, likes, follows, shares, and all other
interactions on each platform.
 Return on investment.
• Yes, it’s hard to quantify. Yes, most social media
marketers can’t do it.
• But ROI is the holy grail of social media metrics. If
you can get it, or even get a good approximation of
it, more power to you.
• Also, consider breaking down your return on
investment for each social media platform you’re
on.
 Return on investment.
• Given that the average social media marketer is on
five or more different social media platforms, this
means you’ve already got six metrics to track – the
overall return on investment for your social media
work, and the return on investment for each
platform you’re on.
 Most important metrics to track
• Engagement: This includes clicks, comments, likes,
and replies on your social media posts. There are
also platform-specific types of engagement such as
“Saved” posts on Instagram and “Pinned” posts on
Pinterest.
 Most important metrics to track
• Reach: The number of people who have seen any
content associated with your page or profile is your
reach.
 Most important metrics to track
• Followers: This is the number of people you have
on your profile who have clicked your “Follow”
button and see your content in their feeds
regularly.
 Most important metrics to track
• Impressions: This is the number of times a post
from your profile or page is seen, whether or not
your audience members click on it.
• This is often what happens when someone is
scrolling through their newsfeed, but not clicking
on anything.
 Most important metrics to track
• Video views: On Facebook, Snapchat, Instagram, or
any other social channel with video capabilities,
this is the number of views each gets.
 Most important metrics to track
• Profile visits: The number of people who have
opened your social media page is your number of
profile visits.
 Most important metrics to track
• Mentions: This is the number of times your profile
has been mentioned by audience members in their
posts.
 Most important metrics to track
• Tags: This is when your audience adds the name of
your company’s profile or your hashtag to another
post.
 Most important metrics to track
• Reposts: This is when a member of your audience
posts a piece of your content on their profile.
 Most important metrics to track
• Shares: These are the posts your followers and
audience take from your profile and share with
their network.
 Most important metrics to track
• Traffic from each platform to your site.
• Before you can calculate your return on investment,
you’ll probably want to know how many visitors
your social media work is driving to your website
• It provides in-depth click analytics so you know
exactly which links are performing and driving
traffic back to your site.
 Most important metrics to track
• Sales generated.
• How many sales do you get from social traffic?
• What’s the average order size from this social
media traffic?
• How long do these social media customers hang
around? (Are they more or less loyal than
customers from other channels)
• Do your social media website visitors come back?
• Do the first time visitors you get from social media
help in other ways, like creating a good retargeting
audience?
 Most important metrics to track
• Sentiment.
• This measures how people feel about your brand.
So if someone tweets “Love these new shoes from
Nike!” or posts “I HATE mc donalds”, you’ll have
reports that record those opinions as positive or
negative sentiment.
 Most important metrics to track
• Audience Size.
• It’s true that the size of your audience doesn’t
directly track with business results, but let’s not kid
ourselves – your C-Suite and your own team cares
about how many people are following you.
 Most important metrics to track
• You can influence all of these metrics, increase your
social following, and improve overall engagement on
your profile by using the same tactics you would to
generate leads and boost conversions.
• You can also interact with your followers more
frequently by talking to them, tagging them in
content, responding to their questions, liking their
posts, encouraging them to use your hashtags, and
share your content (and you can also repost user-
generated content).
 How to Measure Social Media
Metrics
• You can review social media metrics in a variety of
ways, For example, you can use the analytics tools
built into the various platforms you use. Here are a
few examples:
• Twitter Analytics
• Facebook Analytics
• Instagram Insights
 Best Practices in Social Media
Marketing
• Social Media Content Planning — As discussed
previously, building a social media marketing plan is
essential.
• Consider keyword research and competitive
research to help brainstorm content ideas that will
interest your target audience.
 Best Practices in Social Media
Marketing
• Great Social Content — Consistent with other areas
of online marketing, content reigns supreme when
it comes to social media marketing.
• Make sure you post regularly and offer truly
valuable information that your ideal customers will
find helpful and interesting.
• The content that you share on your social networks
can include social media images, videos,
infographics, how-to guides and more.
 Best Practices in Social Media
Marketing
• A Consistent Brand Image — Using social media for
marketing enables your business to project your
brand image across a variety of different social
media platforms.
• While each platform has its own unique
environment and voice, your business’s core
identity, whether it's friendly, fun, or trustworthy,
should stay consistent.
 Best Practices in Social Media
Marketing
• Social Media for Content Promotion — Social media
marketing is a perfect channel for sharing your best
site and blog content with readers.
• Once you build a loyal following on social media,
you'll be able to post all your new content and
make sure your readers can find new stuff right
away. Plus, great blog content will help you build
more followers.
 Best Practices in Social Media
Marketing
• Sharing Curated Links — While using social media
for marketing is a great way to leverage your own
unique, original content to gain followers, fans, and
devotees, it’s also an opportunity to link to outside
articles as well.
• If other sources provide great, valuable information
you think your target audience will enjoy, don’t be
shy about linking to them.
• Curating and linking to outside sources improves
trust and reliability, and you may even get some
links in return.
 Best Practices in Social Media
Marketing
• Tracking Competitors — It’s always important to
keep an eye on competitors—they can provide
valuable data for keyword research and other social
media marketing insight.
• If your competitors are using a certain social media
marketing channel or technique that seems to be
working for them, considering doing the same
thing, but do it better!
 Best Practices in Social Media
Marketing
• Measuring Success with Analytics — You can’t
determine the success of your social media
marketing strategies without tracking data.
• Google Analytics can be used as a great social
media marketing tool that will help you measure
your most triumphant social media marketing
techniques, as well as determine which strategies
are better off abandoned.
 Best Practices in Social Media
Marketing
• Attach tracking tags to your social media marketing
campaigns so that you can properly monitor them.
• And be sure to use the analytics within each social
platform for even more insight into which of your
social content is performing best with your
audience.