Engagement rates have long be sought after when it comes to social media success. We need likes! We need more fans and followers! Let’s boost that for more reach! Pay for ALL the video views! But for plugged-in marketers, whisperings of engagement and engagement rates being “dead” are all around us. So what’s the deal? Should you be measuring engagement rates as part of your social media metrics? Here’s our stance.
Picking effective social media KPIs (key performance indicators) can be a daunting task. Some social media managers choose to go super “vanity” and only measure follower growth (which isn’t that smart considering you can have hundreds of thousands of fans who still aren’t buying your stuff). And some CEOs force their social teams to stick with direct return on investment (ROI) only — which for many brands, a direct dollar-for-dollar return is extremely tough to prove. We’ve got some tips for a happy medium when it comes to choosing social media KPIs.
We use a lot of data visualization — Excel sheets, charts, graphs, infographics, etc. — to help interpret the data we collect for our social media marketing clients. Often times the client doesn’t care about the raw data and wants to see the “pretty” reports (as we call them). Luckily, we have a team who is skilled at data storytelling. But what if your team isn’t well versed in how to collect, clarify, and confirm the data? There are three issues that delay data visualization; we’ll spell them out here and give ideas for overcoming them.
Do missed or overlooked marketing metrics keep you up at night? They should. With so many marketers placing value on vanity metrics it’s a wonder any of us look past fan counts to measure how we’re really doing online. Today, I’ll peel back the curtain and show you a few overlooked marketing metrics that will help you stay steady, stay sane and help show success with your digital marketing efforts.
We like when something is funny. We often share things based on vanity, to be humorous, to invoke feelings, or to be “popular”. A click is perceived as private; it’s not public, it can’t be “seen.” Clicks are made up of our most natural and authentic behaviors. And therefore, clicks paint a more accurate picture of your audience. Clicks are more important than ‘Likes’ because they represent us when we want to be private or public.