Twitter has long established itself as the go-to platform for brands to promote themselves. It allows them to share a wide range of content including product descriptions, blogs, campaigns, and event updates. Although, this has led Twitter to become the noisiest social media platform.
This uproar has led social listening to become an integral part of social media marketing. Among all the commotion on social media platforms, it’s hard for companies to decide which social media metrics track and what metrics matter the most to the business.
Any business needs to respond to customer queries, update news about events or products, and to show appreciation for the support received from the users. But it is essential to track and monitor community conversations when you engage on social media.
The insights can boost your social media engagement and help you in developing effective strategies. Let’s discuss some of the most important social media metrics that you should be tracking.
Engagement: Likes, Retweets and Shares
When compared to other social media metrics, brands and marketers highly prioritize engagement. Before engagement, the no. of followers was the most important metric for marketers and brands. But a huge following does not promise high engagement.
A follower-base that does not engage with your brand will not lift the conversion rates. The recent surge in fake followers and bots has led engagement to become one of the most important metrics on Twitter.
Brands must track and evaluate the engagement metrics for their content. Tracking those who engage with your brand on social media can help you in identifying influencers.
Whereas the likes, replies, and brand mentions can help you identify the target audience and resolve consumer complaints before they become a social media crisis.
Reach and impressions
Marketers often perceive reach and impressions as the same, however, the metrics are quite different from each other.
- Reach: It represents the number of unique accounts that your post has reached.
- Impressions: It displays the number of times a post shows up in a user’s Twitter feed.
Both metrics combined can indicate the total awareness of the brand on Twitter. While reach expresses the size of the audience aware of the brand, impressions express the potential for awareness on the specific social media platform.
Audience growth rate
The Twitter audience growth rate is as important as reach and impressions. The social media metric offers insights into the audience and the increase or decline in the growth rate of accumulating followers for your brand.
If there are time-periods where the growth rate drops, it would be wise to revisit and analyze your social media strategy. The insights can help you in specifying content that resonates with the target audience.
A drop-in growth rate indicates that the applied strategies are ineffective and there is a need to re-invent your marketing approach.
Influencers can sway user decisions in your favor. Track influencers that engage with your brand and monitor their conversations. You must analyze the sentiments of influencers towards your brand and how it affects your overall brand image.
Influencers can indeed boost engagement and conversion rates for your brand. But not every influencer that engages with your brand can help you achieve that. Analyze, track, and identify influencers who can increasing engagement and provide prospective customers.
Brand mentions and conversations
It is vital for your business that you track the conversations related to your brand. Most consumers refrain from directly engaging with the brand about their unsatisfying user experiences. Even so, the customers mention the brand in the conversation or the brand name itself.
Track social conversations via brand mentions and specific keywords. It can help you enormously, in resolving issues, providing assistance, and retaining customers. Tracking and engaging in such conversations can act as an excellent customer support mechanism. Also, resolving the issues can help you avoid a social media crisis that can damage your brand’s reputation.
Engagement compared to competitors
Marketers and brands must analyze and compare social media metrics with their competitors. Doing so can provide great insights into your competitors’ social media strategies and approaches.
The insights can help you tailor effective strategies that can help you overcome your competitors. Monitoring and comparing social media metrics provide you an edge over your competitors.
When your content or offer encourages users to take part in a purchase, sign-up, or subscription for your website, it is called a conversion. It is essential to monitor click-through rates for your website and compare it with the industry standards.
It will help you make effective decisions while investing in Twitter ads for your follower base. It makes it easier to optimize ads for the target audience and results in increased conversion rates.
As soon as you understand what this metric is, you will realize its importance. This metric was first defined by Avinash Kaushik, a widely known digital marketing evangelist. The amplification rate is the rate at which your followers share your content.
Likes and comments are often considered as the main sources of engagement. But when your followers share or retweet your post, it gives you an opportunity to engage with users that your brand wasn’t exposed to.
Social Media Referrals
Measuring social media referrals is a great way of identifying how many users visit your website after coming across your social media posts. In simple terms, if a user clicks on your website link mentioned in your social media posts, then it’s a referral visit.
For many businesses, social media posts are one of the best means to drive traffic to your website. Also, if the users actually leave the social media platform to visit your site, it only means that the user is actually interested in the products or services you offer.
Analyzing your audience demographics is the first step to creating an effective social media marketing strategy. Knowing who your audience is along with their likes, preferences, and the kind of content they consume the most is important. Only then can you make informed decisions that can help you keep your audiences hooked to your content and create brand loyalty.
Analyzing performance metrics is vital to elevate your brand on social media. However, among dozens of metrics, some provide greater insights and thus hold more eminence over others.
These social media metrics can help you maximize your social media success, increase ROI, and click-through rates for your brand’s products or services.
Start tracking your social media metrics today with TrackMyHashtag.
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