Analytics Small Businesses Should Pay Attention to on Social Media
Social media metrics are worth paying attention to, especially if you are a business that hires over social media. However, regardless of the ultimate goals of your social media marketing strategy, you need to pay attention to specific metrics to evaluate and, if necessary, to adjust your approach. Some of those important social media metrics include:
Audience Growth Rate
If your audience is not growing, you are doing something wrong. A good social media strategy will help you build your audience and followers. The number of followers you have should not remain stagnant. Pay attention to the rate at which you gain followers and how the kind of content that you post affects your growth. Keep on testing until you get an optimal growth rate.
Not only do you want to get more followers, but you want your followers to engage with your content. This is one of the most important social media signals to track. If your engagement rate is going down or is very low to begin with, you need to start experimenting with posting different kinds of content. Try using a different tone of voice and posting style as well. You can also create different types of posts, such as posting more images instead of links or using humor instead of merely being informational.
Engagement rates are measured by things such as clicks on links, likes, shares, and comments. However, what really matters is your bottom line. What is your conversion rate? It doesn’t matter if your goal is to get someone to purchase something or to sign up to an email list. If your conversion rates are not enough for a good ROI, consider using different calls to action.
You also have to consider which audience you are targeting. Look at your social media analytics tools to figure out which demographic is interacting with your content. Is it your target demographic, the one that is most likely to purchase your products or services? If not, think about what you can change so that you start reaching the right people.
Have an Effective Alert Strategy
Finally, make sure you have an effective alert system. You need to be able to get alerts about critical metrics. For example, if your goal is to find qualified prospects for positions you are trying to fill, you need to be alerted when a potential prospect arises or submits an application. Without an alert strategy, it is possible to miss important events or potential candidates.