There isn’t a social media platform that’s not experiencing significant growth right now. Truly, opportunities to grow our businesses on social media have never been so abundant.
Look at these
- Increase brand awareness (increase the number who know your brand)
- Manage brand reputation (build trust in your brand – social media is a top tool with which to achieve this)
- Increase traffic to your website (your website is key in your strategy)
- Improve community engagement (likes, comments and shares on your posts are all forms of engagement)
- Boost conversions or sales (when people take action on your posts)
- Generate leads that helps you follow up (getting names, email addresses, occupations, employers, or other information people share)
- Deliver customer service (listen to and follow up on reactions to your brand)
- Gain market insights with social listening (analyze social media activity relevant to your brand)
Social media goals can apply to anything from a single ad or organic post to a full-scale campaign with which you can add value to your brand.
Calculate social media engagement rates
- Engagement rate by reach (ERR). The percentage of people who interacted with your content after seeing it. You can calculate this by individual post or average it over time.
- Engagement rate by posts (ER post). Similar to ERR, but measures the rate that your followers engage with your content.
- Daily engagement rate (Daily ER). How often your followers engage with your account, daily.
Measure conversions
- Conversion rate: The number of visitors who, after clicking on a link in your post, take action on a page divided by that page’s total visitors.
- Click-Through Rate (CTR): How often people click on the call-to-action link in your post.
- Social media conversion rate: The percentage of total conversions from social media.
- Bounce rate: The percentage of users that click on one of your links only to leave without taking any action.
Social platforms or campaigns with integrated shopping tools are great for conversion goals. These include Pinterest Product Pins, Facebook Shops, Instagram Shops, TikTok.
NEXT: GENERATE MORE LEADS
