6 Social Media Metrics You Need to Pay Attention to in 2019

By on February 11, 2019

In recent years, social media has become a big part of the marketing plan for every successful business.

Even if you aren’t a marketing pro yourself, I’m sure you understand at least some things about how social media works for businesses.

Social media networks are some of the most popular websites in the world, with communities and groups that have hundreds of thousands of people all interested in the same thing.

As a business, getting through to these communities is crucial to the overall success of your business. To do that, however, you need to understand exactly what content these communities find valuable.

You could do that by trawling through the communities and seeing what your competitors have done on social media, but copying them will only get you so far.

The truth is, these communities—your target audience—value individuality.

They want to see what you can offer, that your competitors don’t, through the information you promote on these websites.

You might not think it’s a big deal, but there’s a lot that can go wrong with social media that may harm future engagement with your brand, even offline.

It’s not about shooting into the dark with your original content and hoping for success when it comes to online marketing, however.

By looking at the right social media metrics, you can determine what works and what doesn’t, so you can focus your content on what really makes a difference in no time.

Not all social media metrics are necessary, though, so we’re going to tell you the ones you really need to be paying attention to in 2019. 

Volume 

One of the most important things you need to track when it comes to your business on social media is the volume.

You might think this is easy to do, but there’s more to it than counting the tweets you’ve received, comments and posts you’ve received to your business pages wall.

To measure this accurately, you need to combine the number of messages you receive about your business, and the number of people talking about it online.

This becomes more effective if you go on to track how these numbers change over time.

There will be days and times that your target audience are more active on social media—and your page.

You need to think about this and use it to your advantage by posting content during the higher volume periods.

Audience Growth Rate 

The audience growth rate is a metric that measures the speed at which your businesses following increases on social media.

The most important thing with this metric is to look at the speed at which you’re gaining new followers, not how many followers you’ve received overall.

This information will provide you with important knowledge about your competing businesses and your target audience.

As a business, you want to know that you are optimizing your social media as much as possible to attract potential leads via your social media profiles.

Are you gaining followers quicker than other businesses in your industry?

If not, use this information to work out how you can change your speed for the better.

Reach 

The reach of your social media accounts, profiles, pages or groups will tell you what your potential audience size is. This determines how far the content you are posting spreads to other social media profiles, so the larger the number, the better.

It’s also a powerful metric when combined with other metrics to determine engagement rates across your platforms, as it will tell you how many of those you’ve reached have interacted with the content you are posting.

An accurate way of determining your engagement rate based on your reach is by dividing the clicks, retweets or replies on certain posts by the amount of reach your post has received.

This will help you to understand whether you need to improve the way your business operates on social media to attract your target audience and keep them engaged once they have followed you or liked your page.

Applause Rate 

The applause rate is a metric used to determine the number of approval actions your post receives over a specific amount of times.

This includes interactions like likes, favorites and retweets. The final rate is determined by your total number of followers.

By paying attention to this metric, you will know what out of the content you’re currently posting your audience resonate with the most.

Knowing this will allow you to focus more on that content and isolate anything unnecessary to increase your applause rate on your social media websites over time.

Average Engagement Rate

The average engagement rate is a metric that measures the amount of engagement your social media posts receive over a specific amount of time.

This is another metric that will tell you how much of your current social media audience is interested in what you’re posting.

It differs from the applause rate as it also calculates how many people are replying to your social media content, and talking about your business online.

This can help you to determine what it really appealing to your audience so that you can more effectively target them in future.

Conversions 

When social media is used effectively by marketing consultants and businesses, it has the potential to increase brands’ overall engagement and conversion rates.

This means that being active in the community your business audience resonates with will directly impact the success of your business and the products or services you are selling.

By tracking this metric, you will gain a deeper understanding of how to draw your audience away from their social media to complete a purchase on your website.

Tracking the conversion metric is often thought of as something that is only limited to advertisements if you want to measure the effectiveness of them.

While it works very well in this manner, tracking conversions can also be used without adverts, when you’re trying to target those who are already regularly engaging with your social media.

In addition to working out how to increase your conversions, tracking them can also help you determine reasons why certain social media posts aren’t converting as well.

This allows you to remove these failing marketing strategies from your marketing plan to try something new or implement more of what is already working for your business.

About Codrin Arsene

Codrin Arsene runs Digital Authority Partners, a digital implementation and product development company headquartered in Chicago, IL. He’s an avid traveler and AI enthusiast.
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