The article I am blogging about is titled, 5 Social Media Marketing Metrics You Should Be Tracking written by Aaron Agius. This article beings by saying that social media can be a great tool for companies who know how to use it, while also being the kiss of death for companies that focus on the wrong priorities. Many companies know how to keep track of their followers and likes but is there other numbers they should be tracking? Agius says that there are many reasons why social shares provide very little information on the effectiveness of your campaign, the first being; many shares come from bots, social shares may not come from your target customers and social shares can be from people that are speaking negatively about your brand. However, even though shares show that people are seeing your post you need to track the metrics that really matter for your social media efforts. The goal first and foremost is to boost customer engagement and brand awareness.
The first metric is brand search volume. A 2009 study from GroupM found that customers that are exposed to a brand on social media are 180% more likely to search for that brand on search engines. You need to understand how many times your company is searched on major search engines. There are many tools that can show this information but Google Insights and Google Trends are the easiest and most effective. It can show you how your search numbers stand up against your competitors and give you insight on engagement. The second metric is lead growth. You need to use an attribution program to tell you whether or not your social media campaign results in positive leads or conversion growth. Programs that can easily find this information for you are Marketo or Converto which measure social interactions such as page visits and email opens before a potential target becomes a customer. Not only will this data tell you if your social campaigns are performing the way they were Not only will this data tell you if your social campaigns are performing as forecasted, it’ll show you how to better use your resources. The third metric is brand sentiment. Not all publicity is good publicity. You need to have a program that can tell the difference. Tools such as SocialMention and Meltwater can help you measure the context of the conversations surrounding your brand online. To prepare for this possibility, create internal documents and contingency plans as far as who is responsible for responding to negative brand mentions. The fourth metric is inbound links. Inbound links are both essential ranking factors for a good measure of your content’s overall popularity. It is important yo research the engine result page rankings. After you run a contest the number of inbound links may have increased showing that the marketing strategy was a success. The fifth metric is klout score. Klout has become a popular tool for measuring social media engagement. Monitoring your Klout score will give you a good indication of how effectively you’re engaging with your social media followers which is critical. Customers need to know that your brand has a personality and will get back to them if they have an issue.
This relates to our social media class because it shows the back end of social media marketing. It is not all about creating content, it is about studying who your target market and how to effectively market to them. You need to understand all of this before you start marketing on social media. This article also gives great tools that companies can use to track all of these metrics which not only saves times but makes marketing more efficient.
http://www.entrepreneur.com/article/244669
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