Social Media | Page 3 of 3 | Abhi Dwivedi - Internet Marketing, Product Review & More!

One of the most obvious benefits of Social Media is increasing Brand Awareness. Social Media is the collection of online communication channels, dedicated to community-based input, interaction, content-sharing and collaboration. Websites and applications dedicated to forums, micro blogging, social networking, social bookmarking, social curation, and wikis are among the different types of social media.

If I talk about metrics, then there are hundreds of metrics that you could be analyzing. But, do you really know where to find them and are they all necessary for your business? In this post, we’re going to look at the metrics you can gather from the top social networks and which of them can reap out most of the benefits for your business.

These are:

1. Assess Discoverability via Mentions and Inbound Links:

Your posts are one of the ways to contact the right people on social media channels. The more content you disperse and distribute, the more your business shines and the easier it would be for your target audience to find you. If your follower and fan metrics are increasing, your reach is increasing too.

The number of mentions corresponds to the number of times someone has mentioned your business. This happens in different ways on different social media platforms. Perhaps someone replied on Instagram using your tag or, when someone responds to or interacts with your shared content, there’s often a mention.

If your audience is not mentioning you online, perhaps the content you’re sharing isn’t propitious with them and they’re not finding it perfect and relatable. Consider conducting few splitting tests with your audience before you choose which messages to proliferate.

If every industry is different, then your social media efforts must be different to one another in relevance to your industry, but you need to have your eyes onto audience growth strategies as well.

2. Evaluate Engagement level from Different Audiences:

You can find different engagement level of your audience through different metrics level of social media insights. Engagement can be in various form such as re-tweets, forwards to a friend, comments, likes, shares, and inbound links.

You also need to check your traffic by Google Analytics.

By analyzing the conversion rates on all of your social channels, you can determine what types of content to promote on each channel. And, this technique can work wonders.

3. Impact of Influencer Marketing:

If you want to amplify your reach on social media, then don’t forget to consider influencers. Look for the influencers who have developed something that’s relevant to your business. Influencers are not competitors but they are reaching the very target market you want to touch.

The first step is to search for the influencers who will deliver the most value to the market. Some of the good tools for influencers search are BuzzSumo, Traackr, and GroupHigh. You can use unique UTM codes to check who’s driving you the most traffic.

So, always mention the influencers for your marketing.

4. Survey your Customers:

The Net Promoter Score (NPS) helps you gauge the sentiment of your audience. To calculate your NPS, survey your customers with the following question: On a scale of 0 to 10, with 10 being highest, what’s the likelihood that you would recommend us (our company) to a friend or colleague?

Once you know the sentiment of your audience, develop a series of surveys to understand the sentiment on each social media network. By which you’ll get to know in which area you need improvement.

This technique can work the best for your weak areas, from which you can work on them and ammend them as your customers want.

5. Also,

You can measure your spending against your goals and KPIs. The most effective content assets for measurement include blog posts, ebooks, videos, and presentations.

Start measuring the conversions from all the social media sites to see if they are paying off. Conversions include subscription metrics, registered users, and the number of leads from your social channels. You also need to understand the conversion rate from the social media network to the lead.

To consider engagements from all the platforms, you need Google Analytics.

6. At last, determine the ROI of Social Channels:

How many sales are you generating from your social media marketing?

First, you need to set the URLs for each action, due to which you’ll be able to see the metrics on different social platforms.

Also use a single-touch attribution model, which allows you to see if the lead has come from a single source of social media. If you use the multi-touch model, you’ll be able to determine if the lead came in from multiple sources.

Determine which model is best for your business and understand how the social platform is impacting revenue within the organization.

To become a shining star on social media, you need to consider these above-explained metrics. They all possess plausible importance and can empower you and your business by guiding you on the path of creating a relevant brand presence with a positive ROI.

Hope you find it effective for your social businesses too. Let me know if there can be some other metrics also, will add them next time. Please share your thoughts in the comment section below. And dont forget to subscribe to my blog!

In this Digital Marketing era, not only the measurable metrics and other analytical data are possible and available in real-time, the need to measure these data is considered paramount as evidence of success. In a rapidly changing business landscape, the need to measure digital marketing success has increased in importance more than ever. Businesses take maximum advantage of digital channels such as Google search, social media, email, and their websites to connect with their current and prospective customers.

Today, in the digital marketing world, numbers are the key points around which everything rotates.

You must know the worth of your time that you’re spending on writing those erudite Facebook posts.

Check the number of reactions, comments and shares that you are getting and see how many “Fans” and their friends you are reaching. If your followers are loving your tweets on Twitter, check the number of re-tweets you are getting.

I want you to focus on five numbers, 5 digital marketing metrics that will drive your business.

Key Metric #1- Page Behavior on Google Analytics:

Google Analytics is a powerful tool for brands, bloggers or businesses. Through the use of Google Analytics, you can uncover a tremendous amount of data about your website that can be used to enhance your digital marketing, also in business development strategies.

The problem is there are literally thousands of numbers to look at.

You can check the full website traffic as a whole or any single individual page by checking the single screen of Google Analytics.

When you click on ‘All Pages’ option, you’ll see all the websites and you can get there by entering Google Analytics, by selecting the ‘Reporting’ tab and then scroll down, simply click on ‘Behavior’. Once there click on “Site Content” and then “All Pages”. This is the page behavior in Google Analytics under digital marketing.

Look at the wealth of information!

From there, you can see the top performing pages on top-ranked by ‘Pageviews’. Also, you can make decisions about what’s working, what’s not and what our community wants more (or less!).

Looking at the traffic channels you will get to see which channel is the largest driver of traffic to your site. You’ll notice that the channels are listed in order of driving power; the channel at the top is the one that drives the majority of site traffic.

Key Metric #2 – E-Mail Open Rates:

What’s the point in spending all the time and effort in building an email list if the people on the list never open the emails that you sent them?

Email open rate is a critical metric with which you should get intimately familiar. But, according to me, at first, you must know that what’s a good email open rate under digital marketing.

It’s a question much pondered about, as it depends on the condition and some other metrics.

Your email open rate is calculated by dividing the number of unique opens by the number of emails sent, minus the number of bounces:

Open Rate = Unique Opens / (Number of Emails Sent – Bounces)

So, out of the people who actually received your email, your open rate is the percentage of people who opened that email.

Across all industries, the average open rate for the second quarter of 2016 was 25%.

However, the more accurate answer really depends on your industry. For example, MailChimp reports that the average open rate for companies in hobby industries is 28.49%, whereas the average open rate in the digital marketing industry is 17.85%. That’s a pretty significant difference.

So, if you really want to have a benchmark to measure against, you should be looking at the average open rates for your particular industry.

The massive fluctuation is based on the segment of our entire subscriber base we choose for the mailing and the subject.

You need to become familiar enough with your email open rate to understand what a good/bad open rate is based on your business, your market and the type of emails you are sending to the different segments of your list, which is necessary to understand the digital marketing better.

Key Metric #3 – Facebook Post Engagement:

Facebook post engagement really depends on Facebook fan page numbers.

It doesn’t really consider the number of fans you’re having on your Facebook account, what really matters is the number of people engaging, reacting, commenting and sharing your posts.

When calculating Engagement Rate for Competitors, you don’t have access to their Facebook Insights data, but can still draw meaningful insights by looking at engagement relative to total fans. This method of calculating Engagement Rate can also be used to measure page Engagement Rate for your competitors since it does not require page insights data.

This calculation for Engagement Rate can also be referred to as Engagement percent of total fans. To draw meaningful conclusions, make sure that while comparing competitor engagement rates, you should use this calculation for your kind of digital marketing as well.

As a rough comparison, the number of Facebook Fans you have is similar to the size of your email list. The number or percentage of post engagements is similar to your email open rate and link clicks.

Key Metric #4 – Landing Page Conversion Rate:

What you think, what does it really mean by a good landing page? A good landing page really means ‘High Converting’.

We have an absolute scale to measure our landing pages performance.

If our landing page conversions rate (the number of people who complete the information divided by the number of people who land on the page) is under 30% we pull the page, work on it and try again.

From 30% to 50% is considered “average” for us and, we leave the page up while we continue working on it. Above 50% is considered “good” and we pore a disproportionate percentage of our Facebook Ads budget to promote it.

But, the point is how do you calculate your landing page conversion rates.

The landing page conversion rate is simply the “Results” (the number of people who made it to the “Thank You” page) divided by the “Link Clicks” (the number of people who clicked the actual ad and were taken to the landing page).

Key Metric #5 – Blog Social Sharing:

When it comes to promoting your blog post, I recommend you doing everything in your power to do so. Share it, tweet it, promote it, like it, talk about it, comment on it, and put it on every social network where ever you possibly can.

How many people share our blog posts, and where, tells us the relative value of the information we are providing to the online community, whether or not it can be profitable for them.

By using alternative forms of content promotion, you can gain a huge advantage over the competition. Instead of trying to gain clicks, views, conversions, and engagements from a narrow slice of the population, you’re able to maximize the huge amount of traffic from new sources.

I want to share the techniques that let you share your content easily through digital marketing. These are:

You should start with the right content, with the primary goal of producing a blog article isn’t to “rank” as much as possible but it is to create a well-written piece of content.
Write content for your target persona, which includes a few demographic facts and figures along with a fictional name and photo of the person you’re trying to reach.
You should know about your topic clearly.
Use long-tail keywords because they will drive targeted traffic to your site.

The above presented 5 metrics can be easily used to get high traffic at a glance, how our website, email, Facebook, landing pages and blogs are performing.

Don’t be afraid of the numbers, just embrace them. They provide amazing insights that will drive your entire digital marketing.

If you found the post useful, I’d be very grateful to get your thoughts in the comment box below.