Metrics you should be following

There are many metrics that are readily available to profile admins.

That being said, these metrics mean nothing and help in nothing if the marketer does not know which of these are important for the specific goal the brand has in mind. It is also important to understand how to interpret these metrics.

In the digital world, advertising has many advantages like targeting capacity, immediacy, and constant presence in the eyes of the consumer.

But it also comes with its limitations like extensive audience fragmentation, ads being seen as intrusive to users and limited penetrations with certain target audiences.

Social media has brought to brands the possibility of communicating with strangers and converting them into customers, and investing in that relationship until they turn into advocates.

There are many metrics that are pretty to look at but that, at the end of the day, do nothing for the growth of your brand.

Data such as followers, page views and subscribers seem important, but these fail in portraying a brand’s advocates and true fans.

Depending on your business objective, it will be interesting to look at different metrics.

If you are looking to grow your business, your social media goal should be awareness, and in this instance, it is interesting to look at follows and shares.

If you are looking to turn customers into advocates, your social media goal should be engagement, and in this instance, it is interesting to look at comments, likes and mentions.

If you are looking to drive leads and sales, your social media goal should be conversions, and in this instance, it is interesting to look at website clicks and/or email sign ups.

If you are looking to improve customer retention, your social media goal should be consumer feeling, and in this instance, it is interesting to look at testimonials and sentiments.

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