Social media marketing tools
Ten years ago, social media was a small area of marketing, so it was easy to manage it manually. Today, brand promotion through social platforms is a complex process that requires the use of many additional tools that marketers use to solve various problems:
- monitor brand mentions in social networks;
- create and plan posts;
- build communication with users;
- analyze the results.
You can learn more about useful tools for SMM, their application, key features and prices in this article.
KPIs in social networks
Engagement metrics
Reach rates
Conversion rates
KPIs, or key performance indicators, play an important role in marketing, sales, and social media marketing. These metrics help measure the effectiveness of a marketing strategy.
Social media analytics has gone far beyond counting the number of likes, shares, comments, and subscriptions. Statistics provides many different indicators and allows you to analyze exactly how the SMM strategy affects the sales and promotion of the company.
For example, the Statistics tab of a Facebook page has a list of sections that helps you track likes, reach, page views, user actions, and more. Below you can see subscriber analytics.
KPIs, depending on the goals they help to measure, can be conditionally divided into three groups: engagement, reach, and conversions. Let's take a closer look at the main metrics for analyzing the effectiveness of a company's promotion in social networks.
Engagement metrics
Engagement metrics help measure the number of users who interact with a company's posts. Based on likes, shares, and comments:
Average engagement rate shows the ratio of the number of user reactions to the number of subscribers. You can calculate this indicator both for one post and for all publications for a certain period.
The spread rate or growth rate (Amplification rate) shows how often users repost.
The virality level helps to understand what content goes viral.
Reach rates
If you've seen a social media stats report before, you've probably seen the reach in it. This metric displays the number of unique users who viewed a company post. You can measure reach both among the subscribers of the page and among other users of the social network. There are several types of coverage:
organic is reach without paying for promotion and advertising;
paid - coverage received when connecting advertising;
viral coverage - unique impressions that are received thanks to reposts.
Now, let's see what reach metrics you can use as KPIs:
Post outreach - shows the percentage of people who saw the publication. This metric helps you know how many followers and new users see your posts.
Audience growth rate - helps you track the growth rate of your page based on the growth of subscribers.
Share of voice or Social share of voice (SSoV) - shows the percentage of mentions of your brand in relation to mentions of competitors. The indicator is calculated based on data for a certain period of time.
Conversion rates
Your content may have good organic reach and engagement, but how will it benefit your business? To find out, analyze such indicators as:
Conversion rate is a metric that shows how many people converted to customers through your post.
Click-through rate or CTR (Click-through rate) is an indicator that displays the number of users who responded to your CTA.
