Knowing what is going on behind the scenes on social media platforms is very important when wanting to grow your company. Knowing the basics on social media management is crucial!
There are a few key metrics a business owner should track on their social media platforms: Reach, Engagement rate, Profile views, Follower growth and Clicks.
But what do all of these words mean and why are they important to track?
Reach is the total number of unique people who see your content. For example, if an Instagram post has a reach of 10.000, the post was seen by 10.000 individual people. Reach is important to track because you can see how many people see your content and it can help you find out which types of posts do well for your brand. By comparing two different social media posts, you can find out what your followers prefer, and which type of post will bring you more customers.
Engagement rate is the measure of how many people interacted with a social media post versus how many people saw it. The calculation for engagement rate is the total number of engagements (reactions, comments and shares) divided by total reach, multiplied by 100%. For example your total number of engagements is 200 and your total reach is 10.000, the calculation would be 200 ÷ 10.000 X 100 = 2%. The higher the number of engagements, the higher your engagement rate will be. Engagement rate is important to see the success of your social media strategy, it shows that people are stopping to interact with your content rather than scrolling past. It also indicates that something in what you posted made the viewer feel something which can connect to brand loyalty.
Profile views show the number of times your profile has been viewed, this can be measured daily, weekly or monthly. Keeping track of the number of people viewing your company profile is important to see which types of posts increase content engagement, thereby growing brand awareness and potentially gaining more customers. Many things can impact the amount of profile views for example; the consistency of posts at the right time, the use of relevant hashtags and using Social Media Advertisements.
Follower growth measures the total number of new followers on your social media account over a specific period of time. The follower growth rate can be calculated as the number of new followers divided by the number of existing followers, multiplied by 100% (over a specific time period). For example: if a company starts with 1000 followers and gains 50 followers in a week, they’ve achieved a growth rate of 5%. A higher growth rate means your marketing team is doing the right things to grow your company, at the same time a dip might require some adjustments and a Boost. Tracking your follower growth rate can let you know how well your posts are doing and whether or not your target market is interested in your company.
Post clicks is the total number of times a post has been clicked on. This does not include comments, likes, or shares, but instead includes actions like viewing a photo, watching a video, or expanding to read a post. Clicks can help you understand how well your content is appealing to the people who see it. The same thing applies to Website clicks which is the number of times people have clicked on the link to your company website. Website clicks are important because, the more people that see your site, the more potential customers you will have.
So what can impact these metrics?
Consistency is key when posting on social media, metrics can fluctuate when posting too much or too little. Posting too much content that has no value will lead to a low social media reach and on the other hand posting content with long breaks will do the same thing. Make sure your content calendar is balanced enough to support the reach of your brand and is created strategically. Our team at Boost Social is prepared to help create a social media management strategy that will suit your company.
The use of Public holidays on your social media will generate and maintain brand awareness and can allow your brand’s personality to shine, resulting in profile views and follower growth. Many users will use social media to interact with their favourite brands and businesses during public holidays, generating creative content that is connected to public holidays can help your company reach a bigger audience.
Social Media Advertising allows companies to reach a wider audience, thanks to the billions of active users on these platforms. By tailoring their ads to specific demographics, interests, and behaviours, businesses can effectively boost brand recognition and awareness. This means they can introduce themselves to potential customers and cultivate loyalty among current ones with engaging and relevant ads. Overall Social Media Advertising will provide your company with a higher engagement rate and more clicks.
If you’re looking to enhance your social media presence, reach a wider audience, and boost your brand’s recognition, Boost Social is here to help. Contact us today to discover how our tailored solutions can elevate your social media marketing efforts and drive your business forward.