Do you obsessively refresh your posts to see likes and shares roll in? Get a fleeting ego boost from all those hearts and retweets? Congrats, you’ve officially fallen prey to vanity metrics.
While likes and shares feel rewarding at the moment, they reveal little about what truly matters – your social media return on investment. If gratifying granular metrics are all you track, you’re flying as blind as my 94-year-old granny without her trifocal glasses!
So, what do you do?
Peel back the vanity curtains and get strategic with your social measurement. And how do you do that?
Here are 4 essential metrics that reveal real business impact:
Engagement Rate
This calculates what % of your audience actively engages with your content, filtering out limp passive followers. Are 1 in 4 responding? 1 in 30? Knowing this distinguishes your tepid fan club from those genuinely intrigued.
Referral Traffic
Are your posts encouraging your followers to click on your website links? You know this through referral traffic.
High traffic reveals an audience motivated to learn more based on your content and brand, and that’s a good thing. You’re doing something right with your posts.
Conversion Rate
You also need this specialized metric to analyze your sales or lead gen conversion rate from social referrals vs. other sources. If social visitors convert at 2X the rate, you know your community drives real revenue. A thumbs up!
Net Promoter Score
You use the survey-based score to measure how likely customers are to recommend you. It sheds light on the trust and loyalty your brand builds over time.
While likes do wonders for the ego, smart social media managers focus on metrics that materially strengthen the business. Wondering how to start using the metrics to guide your success? Reach out to us at JOHO marketing and we’ll be glad to help.
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