To maintain a successful business, it’s just not enough to post on social media and get a few likes on your pictures. Businesses across the country are investing in social media to build brand awareness and increase revenue. With that comes the amount of data we use to measure how in fact social media campaigns are performing. As an agency, we are constantly looking at the backend to review analytics. But how do you know which numbers are important? Do they all matter? It can get pretty overwhelming but our answer really depends on what we are trying to measure.
At the beginning of each campaign, you should base your campaign measurements around the goal you are trying to achieve. But to help you kick start your campaigns, here are three measurements we think you need to pay attention to:
1. The time of day your audience is online
If you are posting content at 2:00 PM and your followers are online at 3:00 AM then you will be missing out on a big chunk of your audience. Knowing your audience’s rhythm is an important measurement so you know when to connect with your audience.
If your photos aren’t getting likes or your page isn’t growing in followers, it does not necessarily mean your campaign is failing. If the goal of your campaign is to drive more traffic to the website and you are leading people away from your social platform, the click through rate would be a much stronger measure for success than likes on a post or photo. Traditionally, you should track likes for traction and engagement purposes. If you are able to connect the type of photos with the most engagement and traction, you can build your feed around that ideation. If your social media campaign goal is to build your social media numbers, however, the amount of likes per post is a measurement you should consistently measure. At The Burnette Agency, we look at likes every single day for all of our clients no matter the campaign goal, because at the end of the day it defines how our audience feels about the content we are putting into the social sphere.
3. Click-Through Rate (CTR)
For many of our retail clients, the click-through rate is the number one metric they look at. They want to know if the social media content, especially from promoted posts and ads, are sending people back to the website. To effectively see if content is getting people to the designated destination, the CTR is incredibly important. Without it, it would be very difficult to see how efficient our digital marketing efforts are, and we wouldn’t have a way to see how many customers reached were from social media alone.
There are so many metrics that it can easily get overwhelming. But make sure to focus on your goals and it will lead you to the metrics that will give you the most insight into how your campaigns are performing.
If you have any questions or want to learn more about social media tips, please don’t hesitate to reach out! Email us at firstname.lastname@example.org or give us a call at 404-850-2081.