If your social media accounts have thousands of likes and followers, it’s easy to think that everything is working fine. But sooner or later you’ll start to wonder, why aren’t registrations on my e-commerce site increasing? Why aren’t sales increasing? Something must be wrong. Check your metrics.
If you use social media metrics wisely, you'll find that they show you what fans, followers, and customers expect from your business. With this information, you can understand:
What your audience likes and dislikes
How many followers become web traffic?
How and how much your followers interact with your pages and posts
The percentage of traffic that converts to what you are looking for (for example sales)
Metric 1: Social reach
One of the most important metrics to keep in mind is reach, a measure of how many users your posts are reaching. The higher this number, the greater the exposure.
While reach can't be a single measure of architecture email lists success, it does indicate how well your accounts and content attract new members of your audience. How can we measure and track it?
You need to analyze the reach of your campaigns. How many people have seen your content? The more people, the greater the chance of acquiring traffic to your page.
Evaluate the reach of individual posts as well. How many people have seen them? It's a good idea to see which posts impact and convert your audience the most, in order to develop future posts.
These metrics are usually available on the insights page and on your social media profile.
metrics
Metric 2: References to your e-commerce
This determines how well your content drives people to your website by measuring referral traffic.
Google Analytics is a great resource to track this. If you go to Acquisition –> Social, you can see which of your social networks are driving traffic to your site and how they are converting.
To improve referral traffic, create more compelling CTAs on your social media posts. Give your audience a reason to click .
Metric 3: Bounce rate
Users often visit your homepage and don't go any further on the website. To see how often this happens, you should check the bounce rate metric .
If your bounce rate is high due to social media traffic, you will notice that users were interested in the post, they clicked on it, but they did not like the content of the page and quickly abandoned it.
How to measure and understand bounce rate on social media? You may be familiar with understanding your page's bounce rate through Google Analytics.
And how can we reduce the bounce rate ? You need to make sure that your social media posts connect well with the links on your website. If you make a promise in your social media content, and the link sends you to the blog or website, you better make sure that “promise” is kept. You can always offer more relevant content on your landing page to keep the visitor browsing, or add a more eye-catching CTA.
Metric 4: Interactions
Social media engagement shows how many people are engaging with your content. You might see that your audience is more engaged with an infographic than a text-heavy post. Or you might notice that they prefer some topics over others. All of this can give you insight into what you should post in the future.
A high engagement rate indicates that your brand is connecting well with your audience. While we initially said that likes are a “vanity” metric, when used appropriately and combined with engagement metrics, they can be useful.