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.
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.
Clicks on my links, And engagement rates on posts. Influencer scores, And client boasts. Robust Sprout Social reports, Tied up in strings … These are a few of my favorite things (to measure on social media)!
I don’t know about you, but I keep hearing about dark social media. It’s come up enough times lately for me to do a little research on it; I was thinking I had missed the boat on some important social media trend. Turns out I’m not so behind! In fact, in April of 2013, I wrote a post about dark social media (even though I didn’t know that term at the time). Dark social makes up the majority of social media interactions and needs to be at the forefront of marketer’s minds.