The world of social media is confusing and overwhelming. Every week, there’s a new metric that you need to track. Every day, Google comes up with a change in the algorithm that can alter the way your website will rank on search engines. What should you be tracking on your social media strategy? What metrics are important to analyse how your business will succeed?
Every social media strategy has a goal. But for the goals to be successful, you need to measure a related metric. This will tell you whether the strategy is hitting the goal. This is the kind of business analytics in Singapore or other countries that brings companies to success. Rarely will you find successful businesses that do not track and measure important marketing metrics.
Content
Categorise your content into videos, blog posts, images, shared links, original content, and other content. How many of your posts are text-based and how many are image-based? Which posts get more views, likes, shares, and comments? This will tell you what approach best works for your website. Make sure to diversify the kind of content that you share on your social media. You can’t have 100-per-cent text-based content because that will bore your audience. You can’t have mostly image-based content, too, because that lacks character.
Timing
When is the best time to post on social media? When is your audience most likely online? You’ll be surprised at the weird times of the day your posts get more engagement. For example, in the healthcare industry, posts get more views and shares on Wednesdays and Thursdays at around lunchtime. They get fewer views in the early morning of weekends.
Audience
You already know who your target market is, but it’s equally important to know if they are engaging with your posts. You may be attracting the wrong market, and you’re not even aware of it. For example, you are targeting women 20 to 25 of age from a particular location. But your metrics show that your posts are being liked and shared by women aged 13 to 19. Clearly, there is a misalignment in your audience engagement.
Measuring the audience metric will help determine how many new followers you get, how many have unfollowed you, and how many new accounts you follow. You can also break this down by gender, age, and location. Remember that you don’t only need to know your audience; you also need to track their behaviour on social media.
Listening
With social media listening, you just don’t count the number of mentions your company gets. You also read what is being said about your products and services. This will help you determine the best way to respond to inquiries, comments, recommendations, reviews, and complaints. Some of the listening metrics you need are the number of brand mentions, positive comments, negative reviews, and neutral sentiments.
Competitor
Take a look at how your competitors are faring on social media. Search how many mentions they get daily. Follow their accounts so that you get an idea of what they are up to. These are not indicative of success or failure. You still don’t know if they earn from these engagements. But this data should help you with generating new ideas and strategies to try.
These metrics will be for nought if you don’t do your part in creating and testing the right social media marketing strategies. It takes time, effort, and sacrifice to come up with a successful marketing tactic. Invest time in tracking the different metrics that can bring your business to success.
