Social Media Metrics for Marketing

Introduction

Using social media to market an organisation has become more common and integral to a success of a brand, product, and company. Social media strategies are used by many organisations, but how do you know if they are successful and worth your time and money? A social media’s success can be tracked quantifiable using metrics (Gold). There are hundreds of social media and web metrics that can be used to determine if a social media campaign is successful, but a few are key and should be monitored at all times (Chitwood). The nine social media metrics presented below are important to the success of a business and should be measured throughout the planning, execution, and evaluation stages of your social media campaign.

Reach

The reach of a social media campaign is the amount of likes, follows, fans, subscribers, etc, your social media platforms gains from your social media campaign (). Your reach is a metric that may not be the most important number to collect, but it gives you a starting point to calculate many other metrics, such as, engagement, impressions, and shares ().

Planning

In the planning phase of your social media strategy you must first collect the current number of followers, fans, likes, and subscribers your organisation has. This will give you an idea of the current reach your organisation holds. In addition, your organisation should create a goal of how many new users you plan to reach. For example, if you have 1000 follower, how many more do you want to reach by the end of your campaign?

Evaluation

In the assessment phase of your social media campaign more data should be collected to ensure you have reached your goal and the social media campaign was successful. To calculate your reach tools, ...

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