Social Media Metrics

All online SEO metrics should start with or be compared to benchmarks to help determine the value of social media.

Metrics should support your digital strategy and should include:

• Reach or exposure

  • Measure the size of your audience

  • Lead generation

    • for products - CPL (Cost Per Lead) = Money spent on ads / Number of leads

    • for services - ROAS (Return On Ad Spend)

      • ROAS% = Revenue / Money spent on ads x100

• Volume

  • Track the conversation size and number of brand mentions

• Engagement

  • Analyze the quantity and type of engagement your accounts and posts get

• Audience

  • Learn

    • Who participates in a conversation

    • Most active users

    • Iinfluencers

• Content

  • Brand awareness

  • Monitor your top and worst–performing posts

Key Performance Indicators (KPI)

Marketing Channel Attribution

Conversions, Conversion Rate, Ecommerce

Conversion rate is the percentage of visitors that take a desired action on a website; usually in the form of a data submission on a landing page:

• Subscribing to a newsletter

• Downloading top level content

• Making a sale

Some social platforms like Facebook and Twitter offer call to action buttons to encourage social media conversion.

Boosting website exposure and conversion through social media is now a primary utility in commerce and digital marketing.  Benchmarking conversion rate (month to month, week to week) can reveal the efficiency of your social media efforts.

Conversion Rate = (web conversions / web visitors)

Conversion optimization, email marketing, eCommerce article:

• 5 Ways To Utilize Thank You Pages

Engagement Rate

Engagement rate is a consistent calculation meant to measure the level of engagement across all pieces of content shared on a platform.  

This metric benchmarks content performance based on audience interaction.

Examples:    

• In the last XX days XXX messages contained links and received XXXX clicks.  

  • X clicks per message.

• Message had xxx interactions.  

  • X interactions per message.

Article:

    How to Calculate Engagement Rate for Social Media Marketing

Audiences, Audience Reach

Reach is the total number of people your content is served to and to justify campaigns costs it is differentiated between:

• Organic

• Paid reach

Calculated as an average post engagement rate within a timeframe.

Post Engagement Rate = Total engagements (comments, likes and shares)

                                               -------------------------------------------------------------------       x 100

                                                                     (Total posts published)

Bounce Rates

Comparative Benchmarks: Competitors

To easily incorporate monitoring tools into your strategy:

• Facebook Page Insights - "Watch Pages" feature

• Twitter - "Subscribing" mobile notifications

• Google Analytics - benchmarking feature in its audience tab

• 3rd Party Tools

  • HubSpot, Hootsuite

    • Social Media Monitoring streams based on keywords and hashtags relevant to your industry

Benchmark engagement as a percentage of fans = 

    (Total Engagement (comments, likes and shares) X 100

      ----------------------------------------------------------------------

                             Average Page engagement rate                                           

User Behavior

Real-Time Analytic Data

Return on Ad Spend

Tools

• Google 

  • Analytics

  • Webmaster Tools

• CrazyEgg

• Lead Pages - lead generator

Articles

• Ultimate Guide to Regular Expressions in Google Analytics

• Beyond Likes: 9 Facebook Analytics You Must Be Measuring

• How to Set Social Media Goals and Define Success

• 6 Quick Tips for a Successful Startup Social-Media Campaign

• The Path to Better Measurement: Analytics and Attribution

• 3 Ways to Optimize Your Landing Pages to Better Address Human Behavior

  • 1 - Motivation

  • 2 - Ability

  • 3 - Triggers

• How do you track sales and marketing performance? Track conversion-rates? 5 essential social media monitoring tools for beginners.

  • When a site visitor fills out a form on site. [You may use these to capture email addresses for signups or free downloads]

  • When a site visitor orders a product.

  • When one product is ordered over another based on page position.

  • Inbound lead calls converted to a second appointment.

  • Leads which were contracted.

• Four Online Marketing Metrics To Obsess About

• Social Media Benchmarking: What to Measure

Also See

• A/B Tests and Growth Hacking

• Analytics

• CRM - Customer Relationship Management

• Facebook Business Page

• Marketing Success

• SEO Reports in Analytics

• Social Media Marketing

• Viral Marketing