Key Performance Indicators (KPI) are numerical indicators of activity effectiveness, a tool that allows you to evaluate and control work.
Like any other marketing channel, SMM requires an assessment of the effectiveness of actions. For this, KPIs are us, which allow you to get a complete picture of the project. Tracking indicators will allow you not only to determine the effectiveness of the team’s work in certain areas, but also to demonstrate the results to the customer.
Key SMM KPIs Worth Tracking
Analytics offers such a large number of metrics that choosing the most necessary ones can sometimes be difficult even for a specialist. Therefore, it is worth selecting the most important ones, focusing on the specifics of the project and its promotion. Below are the metrics that experienc SMM specialists recommend.
1. Number of subscribers
One of the most common metrics in the SMM sphere. This is a basic indicator, since the manager’s primary task is community growth. It depends on such factors as the quality of the offer content, geolocation, clear segmentation of the target audience, a well-formulat USP, etc.
The number of subscribers can be easily inflat, but the negative consequences of this will not take long to appear. If you have such suspicions, it is worth studying the profiles of subscribers. Information about them can be compar with information about your target audience and identify bots.
Different social networks allow you to track the ways in which subscribers come. For example, on Facebook you can count users who came organically without advertising, but through search, guest posts, recommendations, etc. If the audience is large, this means that you offer useful content, and subscribers are interest in the brand.
2. Audience reach
This metric shows the number of users who are part of your real social audience and the number of users your posts can reach. Audience reach includes the following metrics:
- audience growth – the number of users who subscrib and unsubscrib over a certain period of time (divide the number of new subscribers by the total number);
- search position (the place occupi by the advertisement when a request is made);
- mentions of the brand or company name during the reporting period;
- number of subscribers ;
- publication reach (the number of users who were shown the page);
- possible impressions (the number of users who could have seen the publication);
- audience percentage (who sees a brand’s publications compar to a competitor’s posts);
- audience disposition (the ratio of positive and negative reviews to the total number of mentions);
- number of views of the video , if one is publish.
Simply put, this metric shows how many people have interact with a page’s posts at least once. This could be total reach or reach for specific posts. And it’s worth noting that social networks always only count unique users.
Reach is also characteriz depending on buy telemarketing data traffic channels – organic (depends on the number of subscribers and frequency of publications), paid (obtain through advertising) and viral (users who are not subscrib to the page, but saw the content thanks to reposts).
3. Clicks or transitions to the site
If you have a website, it is important to track the number of transitions to it from social networks. This can be done in web analytics systems. The process will be easier if the links have UTP tags. This will help you understand the effectiveness of each post.
Experts do not recommend setting strict traffic requirements in the first months of work. It will take time to establish a trusting relationship with the audience – there will not be many people willing to follow unfamiliar links.
Over time, the larger the audience becomes, the more people should visit the site. It is important to understand why the number of clicks increases – due to audience growth or interest in products and services and a willingness to place an order. These indicators can also be track.
4. Conversions
The user’s execution of a call to action can be gambler data consider a conversion. The conversion rate is calculat bas on how many users out of the total number perform the target action. To optimize this indicator, you will ne to collect the following data:
- average bill;
- profit from the client;
- number of target actions for the reporting period;
- conversion rate (percentage of total traffic that complet the target action);
- conversion cost (budget of one target action);
- conversion of new and secondary visitors;
- Profit per click (the amount of profit from paid advertising);
- ROI (revenue from social mia marketing divid by total costs).
An experienc SMM specialist will bring a prepar audience to the site. Using analytics services, it will be possible to track how much time the visitor spent on the site, what he saw and what he did not find.
5. Number of leads/sales
This metric can be us to track how many use of unlicensed images potential customer contacts social networks have brought. These could be applications, orders, calls, etc.
Depending on the type of business, leads also include adding a product to the cart, placing an order, services. Leads have their own cost, which can be ruc by working on promoting conversion queries.
6. User engagement
By analyzing this indicator, we find out how actively people react to the company’s activities in social networks. For this, there are such indicators:
- growth rate (number of page reposts during the reporting period);
- approval (number of likes, comments, adding to favorites);
- percentage of interactions (the proportion of users from the total number who show a desire to interact);
- comments;
- subscriber engagement level;
- virality of the publication.
One way to increase user engagement is to offer them useful and quality content.
7. ROI for this channel
ROI (Return On Investment) is a metric that characterizes the return on investment, i.e. the income relat to a specific investment. This metric allows you to determine how profitable it is for a business to work in a particular direction. The data obtain will help adjust the strategy to prevent wasting the budget.
Conclusion
These are the main and more or less universal metrics that will help determine the effectiveness of business promotion in social networks. Each campaign may have its own – it all depends on the timing, goals and features of the promot product. It is important to simply understand that these metrics are important, they work and can be useful for everyone – both for customers and for performers.