Setting Your Social Media Success Metrics

You’ve researched all about social media and found platforms you’d like to concentrate on for your business. Now that you’ve got the basics covered, you’re probably wondering how to evaluate the success of your social media efforts.

Like any job in the world, social media marketing has a formula for success, and the key to knowing if your formula works is metrics. A campaign without metrics is like shooting an arrow without a clear target.

How do you begin the process? A good place to start would be with your goals for your social media accounts. I will show you how in this post.


  1. Identify metrics that are useful to you.

Before you begin setting the scheme of things, you want to first evaluate which metrics are going to be helpful to your strategy and business objectives. This will help you save time and effort and increase your efficiency. Consider the effect of each social media account activity on cost, ROI and brand awareness. Will ‘likes’ do you good in increasing recall? Do +1s on Google+ show consumer interest?


  1. Know what the competition is doing.

Stalk successful similar-niche businesses and find out what they are doing that makes them click with customers. Are they conducting contests? How muany ads do they put out on Facebook? It will also be helpful to seek the guidance of thought leaders in your industry.


  1. Evaluate inbound traffic.

A good way to determine the impact of social networking on business success is by looking at the traffic that comes from each social media account to your site. Google Analytics provides a comprehensive view of such metrics via the Traffic Sources tab. From there, you can start creating your goals according to what action you want your customers to take.


  1. Determine your follower size and engagement level.

Knowing how many communities are following your social media channels and how engaged they are from the start is vital to measuring the success of your social media efforts and whether, over time, you are providing real value or not. One way to do this is by using social CRM tools, which help track and measure impressions from your social media accounts, audience interaction and engagement.


  1. Constantly assess your social media content.

A significant part of your social media marketing is the actual content. Content for posting on various channels and on blogs have to be relevant and useful to your customers, otherwise they will simply be ignored. It is thus important to regularly evaluate content quality and value.
Content value is determined not by the number of likes or RTs, but rather by metrics such as unique visits and bounce rate. Unique page views tell you just how many new (not returning) visitors are going to your site (and is therefore indicative of reach), while a low bounce rate means that people are actually reading your stuff, than just skim-reading them and leaving. You can also view both on Google Analytics, via the Content tab.


  1. See which channels provide you the most shares and reach.

Different social media channels attract different audiences. There are times when your content appears to be more interesting to people in one social media channel, but is poorly received in another. Listening to these social media conversations will give you tremendous insight on how to approach those differences and what you might still need to work on to ensure more shares on other channels. Automated tools like Social Mention are excellent aids for this purpose.

Once you’ve got the automated part covered, you also need to monitor if these shares or mentions are positive or negative. If your brand is being mentioned repetitively on social media in a negative light, it’s time to take a closer look.


The right social media metrics to use are those that help you trim down marketing time while effectively growing your business. They should be as unique as your business, and therefore should be given considerable thought and research.

It can be challenging when you’re just starting out. This is the time you’re still finding out and experimenting on social media strategies. Seeking the help of a social media expert can help you find out the best strategies for success metrics and will help cut you time and effort in the long run.


About David Henderson

David Henderson is the CEO and Founder of Unwired Web Solutions, The Find Network & Defiant Media. David is also the Co-Founder of Having spent his entire career in sales and marketing with comapanies like Blackberry, Auto Trader, Yellow Pages Group, Mediative and others. David decided he wanted to bring his passion for internet marketing directly to the people running their businesses & working how to understand how the web can work for them. Our mandate is to provide services, platforms & development at a client level. Henderson has over 25 years in sales marketing leadership.

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