Social media marketing has the potential to be highly effective, but it often takes more time than it’s worth for companies who focus on the wrong priorities. Many social media marketers closely monitor followers, retweets and other data, but there are more metrics that are of greater importance that often get ignored.
The goal of a social media campaign should be boosting customer engagement and brand awareness. Besides shares and followers, you’ll also want to monitor the metrics below for a better idea of how you’re doing.
Brand Sentiment
Although many people will argue this, all publicity is NOT always good publicity. This is especially the case when it comes to social media marketing. Negative consumer sentiments can do detrimental damage to your brand in a very small amount of time.
There are tools out there that help you measure the sentiment of the conversations about your brand online, such as SocialMention and Meltwater. It is equally as important to have a plan for how you will respond if you find out that your brand’s image has some negative connotations online.
Inbound Links
Inbound links are both necessary ranking factors for Google AND a good measurement of the popularity of your content. Instead of just measuring changes to your ranking on search engines, you should also actively track changes in your link velocity based on your social media campaigns.
You could notice that the volume of inbound links to your site increases after doing a contest, after producing a popular piece of content or after implementing some other social media strategy. If you can identify these increases and tie them to specific social activities, then you will gain insight on which campaigns have been the most effective for link building and branding.
The experts at iBoom Media know what metrics to track and how to get your social media marketing booming! The best part is, we do all the work. Find out more at the iBoom website.
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