Social media is one of the best traffic generators for your organisation. If you target and engage the audience right, you can expect to see huge returns on your investment. However, it takes time, patience and perseverance to ensure your social media marketing campaign runs smoothly.
The metrics of social media are hard to understand. Unlike with traditional marketing analysis, you cannot simply say bigger is better. Here are some of the metrics that you are probably looking at and a description of what you should be looking at:
Followers / Likes
Having more people that regularly receive your updates may sound like the goal you should try to reach. But this is wrong. Many companies actively ‘buy’ followers in the hope that 1% of them will click through and buy something. This can be an expensive error. Bought followers are likely to automated or inactive accounts that the seller has acquired. Just like with SEO companies guaranteeing your first spot on Google, avoid those who state they can get you a certain number of followers.
Organically growing your following does take time. However, these followers will be interested in your products and are more likely to click through and convert.
Shares / Retweets / Repins / Mentions
This can be a good indicator to demonstrate if anyone is reading your updates. But are these people really reading and retweeting your articles or are they just bots reposting anything that contains a certain keyword?
Your main focus should be on building engaging and meaningful conversations with your followers. If the share or retweet is good, you should thank people for their contribution – but why not also engage them in conversation and ask them for their opinion on the piece?
Click Through / Conversion Rate
Admittedly this is an important metric, but if those who are clicking through are nothing more than bots, then there is no point. You should also be looking at the conversion rate – seeing how many people want to sign up to your newsletter, download your ebook or another offer. These methods will usually collect an email address which is important if you want to continue to market to them.
Implement a method to collect information to support the building of your email list.
No Sales through Social Media
Social media is a poor sales channel. Only 1% of all online purchases originate from social media without any support. Yet this is not a reason to quit social media as it is a perfect marketing platform and a good first step on the sales path.
Instead of selling, concentrate on communicating with your audience – engaging with them on their current topics and leading them to a landing page that gives them an offer in exchange for their email address. Then you can continue to lead them down the sales path through the use of email marketing processes that account for a larger slice of online sales.
Monitoring Your Time On Social Media Wisely
So how much time should you spend on social media? It depends on how much you want to interact with your audience. A ‘high engagement’ strategy can be two to three hours a day interacting, sharing material and generally gaining a larger audience.
Others may spend just one hour a day, but results can be disproportionate. You just have to decide what is best for your company.
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