The most trivial mistake that can be made in a Social Media Marketing strategy is not having a strategy.

Quiet, we've all been there. Take a Facebook page and start posting things as if there were no tomorrow, convinced that you don't need a defined and structured project.

Unfortunately, this approach could have made little sense a few years ago, when social media was not as saturated with content, and algorithms still favoured quantity over quality. Today, unfortunately (or fortunately), it is necessary to develop an editorial plan, and to do this, you need to set up KPIs.

The SMART rule

In developing a marketing plan, and consequently also in digital and social media marketing, the first step in identifying credible KPIs is the SMART rule.

SMART stands for Specific, Measurable, Achievable, Realistic, Time-bound. But what does it mean?

Read on and you'll find out how good the cheese with pears is. You understand, right?

· Specific: you must identify specific and defined objectives. Get 1 million followers on Instagram is not a goal, it is to increase by 10% in 6 months conversions to your e-commerce derived from Facebook users;

· Measurable: Without data, you're just another guy with an opinion. You have to set measurable goals through a scientific approach. In short, becoming the new Amazon is not a measurable goal;

· Reachable: you must have credible goals, reachable from your brand and from the resources you can invest in the SMM strategy;

· Realistic: no, yourecooking blog will not become popular within 6 months. But not even a year. You must have your feet on the ground;

· Linked to time: the goals you set must be reachable in a limited time, but also congruous. Expecting a deadline will allow you to better plan not only the work to be done, but also the investment to be allocated to Social media marketing.

Which KPIs to choose for a social strategy

Social media marketing alone is not enough, but it can become an important piece of a larger puzzle called Inbound Marketing. Generally, the social activity intervenes in the upper part of the customer acquisition funnel, distant from the economic conversion but equally important.

The KPIs suitable for an SMM activity could be the following.

Obviously, they must be useful fans and followers, profiled, not bots, but not even real users who live in a country where you and your company do not have a commercial outlet.

Interactions

By interactions we mean reaction, comments, shares, RT, repost, Tag. They are fundamental for the creation of a community and for the diffusion and reputation of the brand, and must be constantly monitored by a Social Media Marketing Company from Santa Monica.

Click on the link

If the shared content on Facebook contained a link, it is important to check how much traffic has generated, and follow the flow through Google Analytics.

Results Ads

An SMM strategy without a budget invested in ads doesn't make much sense today. If you make Facebook Ads, check coverage, interactions with the post, cost per result, people who perform an action, CTR, CPC, and CPM. If you don't, you will never be able to optimize your campaigns, and spend your pennies less and better.

Social network referrals

Verify, using Google Analytics, how much traffic you can get from social media to your website or blog. If you use social media to bring traffic to the site, you need to pay close attention to these data, to understand which one performs best. You can do this by consulting Social Media Marketing Companies of Los Angeles.

You can set your conversion points, both in terms of business and in Google Analytics, and track the path the user takes.

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