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Tips to Evaluate Your Performance on Social Media

Evaluating the performance of a social media campaign is as important as the content. Without tracking KPIs, it is impossible to know whether something has been effective.

Fortunately, anyone can use the following tips to create a measurable improvement.

Monitor Key Performance Indicators Constantly

Depending on your brand’s goals, the most important metrics will differ. However, everyone should require some metric-based assessments in their campaigns.

If you have a team to manage your campaigns, send them lists of requirements, so they know what to track. For example, many brands depend on sales and conversions to fuel their bottom line.

In many cases, sales and conversion measurements are easy to estimate. Simply look at the site’s traffic sources and track the impact of each post. If the post’s impact is significant, it will show up in the analytic data.

On the other hand, some brands prefer measuring progress via follower growth. In that case, performance can be tracked by looking at subscriber additions.

Track Your Lead Managements

Since there are so many business avenues, everybody will have multiple lead magnets. Consequently, customer traffic can be influenced by magnet type.

Use live demos when focusing on B2B traffic, or you can use webinars to attract B2C clients. Utilize more than one to widen your company’s footprint, attracting more customers overall.

Look at the business’s sales success monthly and reevaluate which campaigns are effective. Frequently measuring a project’s impact will benefit your social media influence.

Document Your Content Marketing Strategy

Today’s social media managers have implemented specific content strategies in most cases. Nevertheless, only 39% of businesses have used a strategy, so they have room to improve. Do not release content with tons of repetition, simple words, or non-impactful content.

Since algorithms search for pages usually, you must learn how they operate. Successful social media campaigns are built on powerfully written content.

You can list higher on search engines by leveraging the algorithm’s protocols. Thus, more eyes will land on your pages, improving conversion odds.

Implement Analytics-Informed Decisions-Making

Hopefully, you are familiar with Google’s analytics services and are using them already. If not, you would benefit from these tools, so start utilizing them now.

First, look at your social media engagement level or how many people participate in them.

The more people post on your content, the more engaged the audience. Your pages should be developed with reach in mind so more people see you. Usually, this is measured by the total number of impressions.

Also, check out how many websites clicks your content is generating.

Measure Your Audience’s Engagement Across Platforms

Audience engagement is often considered the holy grail of social media performance. Even if tons of accounts find your posts, it does not matter if they do not interact with them.

Therefore, you must consider likes, comments, and retweets when measuring performance.

Each interaction adds to the post’s total impact, improving its influence. Furthermore, account managers should calculate the post’s engagement rate. Divide the number of impressions by the number of engagements.

An additional metric to track would be the number of mentions. If someone puts an @yourbrand, that counts toward this measurement.

Measure Your Audience's Engagement Across Platforms

Quantify Click-Through Rates and Conversion Ratios

Perhaps, your content is getting in front of many viewers, but they are not taking action. In this case, you should switch your approach, targeting audience interests. If you utilize your engagement ratio to track performance, this will be evident early.

More clicks will be made on each post, lowering the number of impressions needed for an impact. Create a requirement for your team and make sure results are evaluated by this standard. In general, you should be aiming for the highest engagement rate possible.

Compile Organizational Goals and Curate Relevant Results

Companies that market products via affiliate programs need to use different metrics. Affiliate tracking is often overlooked, falling by the wayside.

However, it should be monitored closely, informing decisions. Use a tag tracker to see which tags have been most impactful and reconsider future tags.

Becoming successful on social media is about intentional decisions and consistency. By posting engaging content often, your accounts will grow quicker, reaching more accounts.

Shawn Thomas
Shawn Thomas is a B2B Marketing Strategist and the CEO of her firm, Marketing Interactions, Inc. She helps B2B companies with complex sales create and use persona-driven content marketing strategies to turn prospects into buyers and convince customers to stay. Ardath is the author of Digital Relevance: Developing Marketing Content and Strategies that Drive Results and eMarketing Strategies for the Complex Sale. She's also an in-demand industry speaker.

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