When you hear the word ‘Metrics’, how many of us start grumbling that data is ACTUALLY involved on Social Media?
It IS social media isn’t it?
Whatever aspect of social relationships in life, be it online or offline is guaranteed to grant you information about your message, communication style and how others respond.
The same applies to social media metrics as a digital marketer.
Data from our online communication & fans provides us with deeper insights when enhancing or remodifying our marketing voice, be it from Facebook likes & commentary or a Twitter tag or retweet.
Every post counts and presents an impression. Why overlook that as part of your online reputation management?
Here are 6 reasons WHY social media metrics are important:
1) Growth & Affinity
Think of it this way – ‘Without a great number of fans expressing interest in you, your reach and impact is limited!’
How you remain active with consistent relevancy on social media plays a vital part with your marketing efforts to grow.
Part of social media success as a business owner or marketer is the ability to nurture and grow a mutually-minded, online community of fans & followers who LOVE and APPRECIATE your content.
Whether you’re a start-up brand, public figure or institution; the truth is that you desire to build genuine relationships on social media by keeping your posts very targeted and niche; thereby maximising your chances of enjoying this metric’s value.
You connect with REAL human beings beyond the screen so put yourself in their position and interests, asking yourself ‘Why should I follow you?
2) Posts’ Performance
Every social media or digital marketer must be vigilant with the way their posts perform amongst their online community.
Despite how metrics such as Likes and reactions do not significantly contribute to overall marketing and business goals, they DO show what content is attractive to your followers; helping plan your future content strategy by the topics and ideas chosen for social media scheduling.
You don’t want to be a paranoid marketing guy checking their smartphone every 20 minutes wondering ………….
3) Online Notoriety
Mentions or tagging on social media can go down in two ways – positive or negative.
From this social metric, it’s very crucial to master the skill of social monitoring and listening when tracking WHAT people say about you online; as well as HOW do you respond to it?
No one wants negative comments and mentions spread about them on social (especially viral platforms like Twitter & Instagram), as their message outreach goes WAY beyond the realms of your follower base.
My advice is to maintain a clean reputation both online and offline and you’ll be in the safe zone from any social media vultures.
4) Community Feedback
Social media marketing is a two-way relationship so take those commentary streams on posts very seriously as a business, marketer or public figure.
If a fan is willing enough to comment on one of your social posts, you have engaged and caught their attention enough for their own views to be shared too.
Ensure their comments are good or in approval of your business, causes and beliefs as ‘you are what you post’. This can be great for analysing data and a better understanding of your fans’ motivations to engage with you.
Not only does it spark off conversations between you and your audience, but buzzing topics on social media spread like wild fire as your community may even share your posts amongst their friends, family and fans too.
Which brings us on to our next point.
5) Message Dissemination
What social media or digital marketer doesn’t love it when their posts get shared?
That’s what you aim for across the social media scope.
To have your online fans share your message onto their communities presents how valuable your content is perceived amongst them as an individual mentally, emotionally and psychologically.
On platforms like Twitter, this is known as a ‘retweet’ (majority of you may already know this), as your message dissemination is increased for whatever topic or update your post is about.
As a business, one of your marketing goals on social media will be achieved from this – brand awareness.
Marketers and business owners aim for more shares when targeting their ideal audiences as a vital social metric within their online marketing strategy.
6) Fan Motivation
You don’t spend all this time sourcing, drafting, editing and scheduling your social media posts for nothing now.
We want signs of call-to-actions.
Us digital marketers and business owners spend great effort, time and investment out of our marketing budgets to implement a full-proof social media strategy. We expect our hard work and mental labour of targeting the right fans paying off with higher clickthrough rates (CTRs).
By acquiring greater CTRs from our posts, your post’s impression overall has motivated your fans to act upon based on whether it’s to subscribe to a newsletter, purchase a product or service, find out more information or contact you for further details.
This leads to increased chances of conversion rising which is how we can grow our marketing communications’ impact from social media optimisation.
Did I miss out any more reasons?
What kind of content do you post in your industry and does it meet your expected social marketing metrics?
Comment below with your thoughts and experiences as we look forward to hearing from you.