I will start this off with a quote from W. Edwards Deming “In God we trust; all others must bring data."
I write this trusting that you are well and that you have been loyal to your business; investing quite an amount of money and time on social media every week; Facebook, Twitter, Instagram WhatsApp,.. even more.
I have a trust issue here and need your help though; how do you tell if your social media routine is adding value to you and your business or actually taking some value away from the pair (God forbid)?
Social media marketing metrics in Uganda
Like any other beautiful country people are diverse. Majority of the people I have had the chance to meet and chat with about social media have always told me 'likes' mean a lot to them. Some of the sophisticated ones say the only thing that truly counts is engagement.
When I was in High School, my maths teacher (RIP) would not punish people for scoring below a general pass mark; he could only punish those that scored less than they did in previous tests. We are all in social media, working so hard but not looking for the same results.
You may be looking for people to attend your event, I might be looking for people to just get familiar with my brand’s name, and your friend from a competing company might be trying to gauge people’s feelings about their current products.
Being valentines, I will dwell a bit more on my own affair with my social media.
Here are five social media marketing metrics I use the most.
Likes (Smiles, I'll think about it!)
At dreamstar digital we say, ‘behind every like there’s a smiling customer’; who doesn’t want to know they are liked? Not you! Like many other Ugandan social media marketers I look at likes quite often when measuring my social media success.
I understand that people do not log into Facebook or open WhatsApp to look for something to buy or an event to attend; social media users are still at the beginning of their buying journey.
Take every like as a smile. Smiles show that strangers are excited about my offer, product or brand and much as it does not immediately boost my sales volumes, it is the first important promise social media strangers can give me. It is like saying, 'well, I'll think about it'.
- Comments, Replies (Hugs, are you for real?)
If she asks more about me, or checks my DP and profile often, she's in!
No matter what people are saying so long as they are talking to or about me or my business, product or offer I have a reason to jump around.
Comments and replies (for twitter) are the primary confirmation of the interest (promise) previously shown to us in the ‘like’. The comments point is the point at which people start investigating the person or company they would like to do business with. (mark the word 'investigate).
Many social media marketers look more closely at comments and replies, some only look at the two.
Unlike ‘likes’ comments/replies if handled well can lead to massive instant sales. When I am on social media to grow sales or boost attendance of an event that is on in 10 to 30 days, I tend to look at only the two.
Reach/Impressions. ( Attention: I think I've seen you somewhere!)
She needs to notice me if she is to have anything to do with me and whatever I have to offer.
The number of times a social media post is seen is called ‘impressions’. It is the first thing I actually look at.
‘Impressions’ on Facebook and LinkedIn is one of the handy metrics we all look at. Most brands and people, whose main purpose of being on social media is to create awareness about a product, offer, brand, event or gossip take impressions very seriously.
Whereas social media impressions could be deceptive at times, since the systems count an impression whenever a post appears on someone’s screen(news-feed) irrespective of whether they have seen it or not, it has to appear there first if there is to be any chance of them seeing it and engaging.
Re-tweets/Shares. (Haha.., kale this guy, my friend should see this!)
If you, a sudden mister right shows up and promises her heaven on earth and she seems to believe you she will make it a point to tell her friend about it.
In my social media marketing circle there are 3 categories of people; the happy customers (lovers and evangelists), the potential customers (Crushes and fans) and the potential strangers.
Happy customers, evangelists and fans usually re-tweet and share content from brands and people they like as a sign of approval, support of and to recommend them to their friends. If no one is willing to share/re-tweet, maybe it’s not good enough. Isn’t it?
The more the number of re-tweets/shares the higher the social approval ratings and the better for my brand.
- Clicks and click through rates (CTRs) (She replies my WhatsApp, goodnight)
It is done.
Think about it; why do you post links in social media? I post them so people can click and read the content or claim the offer, whichever the link leads to.
I use number of clicks to determine to things; the quality and relevance of the article headline and article thumbnail (image). I use click through rates to understand & measure the actual number of people that followed through and reached the offer or article page or website.
Happy Valentines from dreamstar digital.