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Logoutyour business goal may be to increase conversions. Therefore, your social media goal becomes increasing conversions from those that visit your site via posts that are part of your strategy. Now that you have a goal in mind, you can clearly identify which social media metrics to measure and a time frame in which to measure them. For example, increasing conversions from social by 25% in a three-month span. To meet this goal, you decide to run a campaign that will include ads, product tags and influencers. To measure this, you determine that you’ll look at the social traffic and conversion rate metric from those posts in your website analytics.
Social media metrics are important because they prove you can measure how successful a campaign is, how well your social strategy is performing, and ultimately if you will have an impact on your overall business. Not only does having these metrics give you an opportunity to showcase the impact of your work to executives, but providing consistent social media metric reports can lead to major shifts for your social team, including budget increases and increased access to resources. And last but certainly not least, metrics keep you aware of general social profile and brand health – you don’t know the impact of your social media presence until you have the data to back it up.