Explore how social measurement can give you the insights you need to chase your biggest business opportunities beyond charts and likes.
Social media is without a doubt one of the most important communication platforms of today. Almost everyone uses social media to stay in touch with friends and family, as well as stay up-to-date on news and pop culture.
Social media is used by more than half of the world’s population. More people communicate online through social media than any other medium.
More purchases are inspired by social media than by any other channel.
Even so, social work is still a challenge for many organizations. Reach on social media and click-through rates on social advertising are both declining. In addition, many companies underestimate the value of their followers on social media.
Social measurement isn’t just a tool to prove social’s impact for companies that successfully use social to engage their followers. Getting the most impact on social media can be achieved through social measurement when done correctly.
Are you concerned about organic reach? Measurement can help.
If your messages aren’t seen, your marketing won’t succeed. However, most of your social posts reach fewer than 5% of your followers. That is why both social marketers and executives are concerned about the decline in organic social reach on social media.
It is only through good social measurement that this problem can be resolved. People can reach more people when they interact with your content. Despite industry best practices, such as always including photos and videos with your posts, the fact remains that people want to engage with content from different brands on different social platforms.
Although your intuition and experience can help you get started, the key to improving social engagement and reach lies in measurement. After choosing the assets you think will ignite your audience, test your ideas to find out which posts generate the most engagement, shares, and impressions, by platform. Test, learn, and optimize!
If your social media performance improves by just a few percentage points, you are far more likely to succeed.
Want to make social ads more effective? Measuring can help.
The use of social media by companies to deliver measurable results is more important than ever.
According to social marketers, two of their top three goals are now performance-based. This is why U.S. marketers will spend more than $40 billion on social advertising this year.
There is one problem: While social ad spending is rising, social ad performance is declining.
Measuring your ads is more than just finding out if they work. Measuring them allows you to drive performance.
Social media can also be proved valuable through good measurement.
Social media might seem impossible to measure. A social program serves many different audiences throughout the customer life cycle. The complexity of social marketing explains why nearly six-in-ten social managers are unable to report return on investment (ROI). Less than one-third of CMOs can prove the value of social media.
This doesn’t have to be the case. Your colleagues in search, email, and television marketing have also learned how to document the value they create, despite their complexity.
How do you measure social impact successfully? Use simple metrics. Many social platforms have plenty of KPIs that are socially specific. In reality, your boss already knows and trusts cross-platform metrics like return-on-ad-spend and lifetime value, and these metrics are also directly related to your business goals. We hear from our customers that using the same models they use for other marketing channels helps them measure social media more accurately.
Classic on-site conversion data such as lead form completions and purchase confirmations can be attributed to various social media channels, accounts and posts using the right tools. Compared to digital marketing results from search, email, and other channels, bottom-line social marketing performance will be comparable.
In social media, there will always be new challenges. Don’t forget: Good social measurement isn’t just a means of tracking your progress-it makes it possible.
Would you like to maintain your social media momentum in 2022? Get in touch with our experts today, and we will help you get your business set on the right track!
