Metrics To Goal Matching

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Matching your social media goals to which metrics you should track

Social media goal setting is important.  Social media managers can set simple goals to give them a point to focus on as they work to constantly improve their social media efforts.

In this blog you’ll see a breakdown of specific metrics to track for specific types of social media goals.

Ready?  Let’s get into it!

Brand Awareness

If your goal is more brand awareness, you are simply wanting more people to know you exist.  The metrics you can track for this are Community Size (ie Likes, Followers), Reach/Impressions (the number of people who see your content) and Engagement (interactions on your content).

Social media is a fabulous tool for increasing brand awareness.  People come to social media to learn, connect, express themselves and be entertained.  If you can create content that serves this purpose and exposes your brand to new people, you’ll start building an online community who loves you. 

Referrals / Repeat Business

Perhaps you have a solid group of customers who love your products/services, but you want to increase your repeat business and get more referrals.  Social media is GREAT for this.  For referrals/repeat business goals, you can track metrics like Comments and Shares.

Website Traffic

Maybe you have a goal of driving more people to your website through social media.  If that’s the case, you’ll want to track Link Clicks, Landing Page Views, and Website Visits/Website Taps.

On top of social media metrics, you’ll want to keep a close eye on Google Analytics if website traffic is the goal of your social media efforts.  Google Analytics data can corroborate the data you’re finding on social and give you a deeper look into how valuable the traffic is that’s coming from social.  On Google Analytics you should also be keeping track of the Bounce Rate, Time on Site, and Pages per Visit.

Sales

If your main goal on social media is to make more sales, you may be missing the point of social media.  Social media is a place to build a community of people who know, like, and trust you.  Ultimately, that community will buy from you and praise you to their friends which will lead to more sales, but making sales the MAIN GOAL for social media…?  I don’t like it. 

Regardless of whether I like it or not, though, many brands make sales the main goal for their social media.  If making sales is the main goal, there is more technical steps involved in metric tracking.  Conversions and Adds to Cart are great metrics to track for goals around sales.  In order for the metrics to be accurate, pixels (code) from your social media platforms have to be added to your website. The pixels should also be tested for accuracy as we’ve seen many pixels mixing social media conversions with conversions from other traffic sources.  Individual landing pages with specific conversions may be necessary to ensure accuracy.

Whatever you’re trying to accomplish on social media, make sure you set and track goals.  Stay on top of the metrics that are important to your goals.  When you know what “winning” means to you, you’re more likely to actually win.  Set a goal for the next month, quarter, and year.  Track the metrics.  You’re going to do great!

Whatever your goals are for your social media, make sure you're tracking metrics for them. Stay on top of the metrics that are important for your social media goals.

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