11 Feb Key Performance Indicators (KPIs) that evaluate Social Media Engagement.
Key Performance Indicators KPIs are metrics that connect to what you’re really concerned about, like brand awareness, brand engagement, converting leads, making sales, measure values like what your customers think of your brand, or how your efforts are impacting the bottom line?
We have realized that their are many KPIs one can track but tracking less than a dozen of them across platforms enables one to determine the success their content and brand/campaign, because they are easy to report on.
The team has compiled a list of the many but also have emphasized on the main 12 we think are the most important to a social media manager. content creator and the client.
-> Are you reaching your target audience?
A successful campaign should see your total number of fans and followers increase over time but whatever else you do, don’t get sucked into the idea that more FANS and more FOLLOWERS alone dictates success.
Also if number (quantity) of fans and followers is what you desire then DEMOGRAPHICS help you to figure out how well these fans /followers fit your target audience (quality).We also recommend you looking out from your fans or followers who your SOCIAL INFLUENCERS are.
-> It is one thing to reach your target audience and another thing to get that audience engaged. Do you have the skills and campaign to cut through the noise?
Positive engagement is when one LIKES your post, COMMENTS are immediate and valuable feedback from customers and potential customers,- are people talking to you – this depends on your CONTENT. You also have to consider MENTIONS which symbolize people talking about you.
To gauge SENTIMENT from all the comments and mention (feedback) you have to look at the words that people use when interacting with your brand, the tone of the comments that appear on your Facebook wall or social media streams.
You can use one of the paid tools Like Simple Measured to help judge how your campaign is faring.
-> If reach is about knowing who and how many people receive your messages, and engagement is about how your audience engages with that message, amplification is about how your audience uses their own social media channels and networks to pass on your message all on their own. How can measure this amplification?
Social sharing allows you to extend your reach and potentially your engagement as your target audience SHARES and RETWEETS your content and message with their friends, family, and professional networks. Also SCREENSHOTS are the other way of amplification Think of it as a step up from simple engagement from your audience to now reading and sharing your message with others.
ACTIONS and RETURN on INVESTMENT (ROI)
-> It’s important to measure whether your social media efforts are resulting in your desired outcomes. These KPIs offer ways to measure whether your messages are making their mark. What are the actions you want your audience to complete, upon seeing your message? What are your business goals and objectives?
CONVERSIONS is a positive action that is taken on a website by a visitor from social media as SALES REVENUE ’s importance is to know how your social media efforts are affecting your bottom line. ISSUES RESOLVED are business objectives that improve customer service through social media, a great way to measure the progress here is through the number of issues your organization resolves.COST PER LEAD for your business is depending heavily on leads, it’s important to know how much each one is costing you and LEAD CONVERSION RATE will measures the number of leads you actually convert to executing the action you desired of them.
Other KPIs that can be looked at are;
- Bookmarks (onsite, offsite)
- Email subscriptions
- Feedback (via the site)
- Forward to a friend
- Groups (create / join / total number of groups / group activity)
- Install widget (on a blog page, Facebook, etc)
- Invite / Refer (a friend)
- Key page activity (post-activity)
- Messaging (onsite)
- Personalisation (pages, display, theme)
- Profile (e.g. update avatar, bio, links, email, customisation, etc)
- Print page
- Registered users (new / total / active / dormant / churn)
- Report spam / abuse
- Social media sharing / participation (activity on key social media sites, e.g. Facebook, Twitter, Digg, etc)
- Tagging (user-generated metadata)
- Time spent on key pages
- Time spent on site (by source / by entry page)
- Total contributors (and % active contributors)
- Uploads (add an item, e.g. articles, links, images, videos)
- Views (videos, ads, rich images)
- Widgets (number of new widgets users / embedded widgets)
- Wishlists (save an item to wishlist)