ChicExecs Co-Founder and Co-President, Nikki Carlson, shares the five organic social media metrics every company should be tracking on Forbes blog. Below is a highlight from the piece.
When you kick off a social media campaign, you’re going to see all kinds of metrics in your dashboard. It’s not unusual for social teams to take these metrics back to their team, proudly bragging about impressions and views. But do these metrics actually matter? How does an impression lead to a sale, anyway?
Let’s look at the five best metrics you should focus on to understand your true campaign performance.
Any time a user takes action on your post, it counts as an engagement. This means there’s something about your post that encourages users to interact, which is a good thing!
2. Audience Sentiment
Did you know you can quantify what people think about your brand? You’ll need to use an audience sentiment tool, but this metric can tell you if your campaign generated positive or negative feelings in your target audience.
Conversions are one of the best social media metrics. Any time a customer takes a desired action, like subscribing to your email list or buying a product, they’re completing a conversion. Since the goal of social media marketing is to get your followers to take action, this is one of the best metrics to help you understand your campaign’s impact.
ROI, or return on investment, is the holy grail of social media marketing. Although marketing attribution is tough to nail down, this metric helps you calculate the impact of a social media campaign on your bottom line.
5. Click-Through Rate (CTR)
Your click-through rate is the ratio of how many times someone saw your post and then clicked on it. This is a useful social media metric because you can see how many people visited your website or landing page after seeing your post. The higher your CTR, the more likely it is that people are excited about your content.
Read Nikki’s full article here.