What do many marketers find the most challenging thing about developing social media marketing campaigns? Surprisingly, it is one of those tasks that should be done right at the beginning. Before you choose content or even the social media sites to use, you need to figure out what you need to measure to learn how well your campaigns are doing. The most obvious metrics aren’t always the ones that will really help you increase your business.
Which Metrics Really Don’t Help You Measure Social Media Success?
When you run a social media campaign, it’s easy to gather certain measures of engagement. These are things like shares, follows, and likes. Marketers talk a lot about viral content that attracts a lot of attention, but that kind of content might not be that useful for many businesses.
While it’s comforting to get a lot of social engagement for your posts, these measures may not really indicate how well your campaigns are helping you generate leads or sales. That is why some marketers actually refer to these as “”vanity metrics.”” A vanity metric might let you know that you’ve engaged a lot of people, but if these people aren’t members of your target audience, they aren’t likely to help you grow your business. A lot of activity on social networking sites doesn’t always translate into lots of business.
To understand this, consider an example. You’ve probably seen cute pictures and videos of pets or babies that generate a lot of comments and likes. While these types of content may help attract attention, they might not always translate into lots of subscribers for your newsletter or sales for your eCommerce website.
A social site user who likes your pet-trick video might not be that likely to refinance their home with your mortgage company or buy car insurance from you. Content that is likely to appeal to your audience might not appeal to such a wide audience, but it is likely to attract the sort of consumers who are likely to fill out your online subscriber form, download your relevant eBook, or pick up the phone and call you.
You probably need content that the right people follow more than content that lots of people are likely to follow. If you run a pet store, videos of cute cats might work well for you. If you run an insurance agency, you might attract more clients by offering information about ways to keep homes safe or reduce auto insurance premiums.