How to Evaluate the Effectiveness of Social Media Marketing

 Developing a social media strategy is a time-consuming task.
You set your goals from the beginning: increasing brand or product awareness, generating leads, or increasing revenue.
But even after that, you still have a long way to go before you attain glory.
And when you get there, when your campaign is over, how do you know if you accomplished your goals? 

You must identify what genuinely matters for your business and set your benchmarks among the sea of data provided by both native and external social media analytics tools.
It's critical to keep track of your results on a daily basis as well as conduct audits on a regular basis.


We'll go through all of the most critical social media metrics and KPIs to follow, document, and understand in order to evaluate your social media marketing performance in this article.


But first, let's have a look at...  

 

 

 Why should you track your social media activity? 

With ever-increasing competition, solid practices and social media suggestions from the Internet are no longer enough to ensure success.
2020 is an excellent year to harness the power of strategic thinking and apply it to your marketing strategy.
In-depth social media audits are available to assist you better understand consumer behavior online and optimize your strategies.
Conduct audits on a regular basis to determine the source of the results.  

 

What metrics should you pay attention to?  

It's critical to filter and prioritize data when there are so many variables to collect and evaluate.
We've chosen five universal measures that will provide you with a complete picture of your social performance. 

 

1. Get back to the basics: the rate of engagement

This is where it all starts: likes, comments, shares, retweets, and all the various ways people can interact with your material on social media.
At the end of the day, social media is simply that: media.


Create material with your target audience in mind, make it engaging, and always provide excellent customer service.
These are the solid foundations that will encourage your followers to spread the word about your company, either directly or through the use of social ranking algorithms that will display their activity on their friends' timelines.


You may assess engagement in two ways while auditing your social media performance:


Examine the exact amount of likes, comments, retweets, and shares – you may calculate the average or total based on this information. 

2. Analyze your reach to see how big your audience is.

Reach is a measure that all social media networks calculate in the same way.
It's defined by Facebook as the number of unique users who saw content from or about your Facebook Page in their newsfeed.
In basic terms, the measure indicates the size of your content's viewership.


In the case of Instagram, reach appears to be particularly significant.
This measure will show you the level of brand awareness you've managed to disseminate with your content, as the platform no longer displays likes. 

When reviewing your Facebook performance, take a closer look at your reach.
Track the paid reach of any paid ads you conduct, look for peaks and valleys, and use the information to improve your future social media advertising.


You can also compare the organic and viral reach of your content with NapoleonCat.
If your viral reach is modest, consider how you might improve your content's engagement; if it's high, consider whether it earned you new followers or relevant traffic to your website.

 

 

3. Track the number of people who are following you.

If your intended audience isn't your goal audience, having a large audience isn't important.
Make sure the people you're reaching out to with your content are potential clients.
At the very least, devoted fans.


Keep an eye on your follower count; as it rises, your interaction and general traffic should rise as well.
Check your social media analytics program to see whether there were any surges within the time period under consideration.
Consider what might have prompted your social profile to earn an exceptionally large number of new followers on a given date.
Was it because of your amusing and engaging article, or because someone mentioned your profile

If the number of individuals following you has fallen, attempt to figure out why.
Analyze  

If you work with influencers, try to estimate how many new followers you've gained as a result of their posts.
Compare the time of influencer activity to how your follower count changes throughout the course of your influencer campaigns.


However, this is a labor-intensive method of estimating the worth of collaboration; our influencer data dashboards may help you automate the process of tracking influencer campaign results. 

4. Examine client satisfaction in greater depth.

It's not easy to assess satisfaction - after all, it's the same as attempting to assess love or hatred.
Nonetheless, there are some signs that can give you a sense of whether or not your followers are satisfied, whether it's increasing, staying the same, or declining.
If you're treating your consumers well, they should be happy with you.
To gauge client happiness, keep track of the following metrics:


Response rate - this indicator displays the percentage of fan posts that have been responded to by profile admins.
By increasing this number, you can ensure that your consumers' voices are heard.

The shorter the response time, the better.
According to a study conducted by The Social Habit, 42% of consumers anticipate a price increase. 

 Choose a few clients that found you through social media and follow their journey step by step.
Interpret their behavior, look for patterns, and figure out what triggered their purchase decision.


Examine technical difficulties in greater depth to see whether there's anything preventing people from taking another step forward or if there's something that simply confuses them.
It may be a poorly written blog post or a difficult-to-find CTA button on your website.
Improving even the simplest elements can have a huge impact. 

Finish up

Measuring your performance is no longer a fad; it's a need.
Analyzing your audience and their behavior will provide you the most potent weapon in your arsenal – knowledge – and help you climb the success ladder.
Understanding your social media performance in depth will assist you in creating better content and, as a result, bring you closer to achieving your goals.


Facebook Pixel and NapoleonCat are examples of analytics tools that provide clear and understandable data.
Data without interpretation, on the other hand, will not provide outcomes.
Are you ready to begin?