Still not on social networks ? Too bad, you miss the opportunity to reach users who are behind 30 million active accounts in France US and Uk in 2015 (a penetration rate of 45%) and who consult an average of 2 hours per day. The interest in B2B business is still significant since professionals and companies are increasingly present on social networks like Linkedin or Twitter : according to a study C egos in 2014 , 6 out of 10 employees and nearly an officer of 2 go online at least once a day to social networks. Similarly, 86% of companies are now present, twice that in 2012.
Being on social networks is a good start, but set up a real social media strategy and to measure it, it’s much more interesting. In this article we will focus on the importance of knowing the impact of this measure digital strategy , and draw the right conclusions.
Why measure the impact of social media strategy?
A presence on social networks must be part of a clear strategy, with quantified targets. Follow the evolution of this strategy, through various indicators we will see below, lets understand what works and what does not work, therefore to be able to adjust very quickly. It’s one of the advantages of digital: l agility permitted by the instantaneous dropout figures and statistics . Your goals let you know exactly what you expect of accounts or pages on social networks gain visibility, generate more commitment, sharing, improve the conversion of your followers in lead or customers, etc.
Knowing measure and understand the impact of your social media strategy must aim to enable you to make decisions. Assuming that a strategy can always be improved, we must look at the right data: if after having checked your latest statistics, you do not know what to do again, is that you look at the figure who “suits you” . In his blog KISSmetrics Lars Lorene says very clearly: ” It all comes down to one thing: does the metric help you make decisions? When you see the metric, do you know what you need to do? If you do not, you’re probably looking at a vanity metric. “
Knowing measure and understand the impact of your social media strategy must aim to enable you to make decisions. Assuming that a strategy can always be improved, we must look at the right data: if after having checked your latest statistics, you do not know what to do again, is that you look at the figure who “suits you” . In his blog KISSmetrics Lars Lorene says very clearly: ” It all comes down to one thing: does the metric help you make decisions? When you see the metric, do you know what you need to do? If you do not, you’re probably looking at a vanity metric. “
How to measure the effectiveness of your presence on social networks?
In digital there are numerous key performance indicators (KPI) and it is not always easy to know which follow. It is important to really understand what each KPI refers. This is exactly the same on both networks social. One you understand how the following numbers are important, it is crucial that you monitor them every month or even every week by comparing them with the old ones.
Measure your reach
This figure represents all the people you have gathered about your different accounts on social networks: your followers on Instagram, Twitter, Pinterest and YouTube, your relationships on Linkedin, and friends and fans on Facebook. Many individuals who are listening to your speech and that therefore you can touch easily. In marketing terms, the hearing is synonymous reach.The more your reach, the more your message will be visible. This is very important because it shows the quality of your content more interesting will your posts, the more you fans / followers, the greater the odds that your vote is in the sphere of social networks. Your audience is a real asset for your business.
Measure the engagement of your followers
This figure includes all those who have: seen, read, downloaded, listened, liked or commented on your posts. It translates user interaction with your company, which is greater than a mere subscription stage. Again, the quality of your production plays a key role. But that is not all social networks are created so that you can easily share with your visitors, so enjoy ! Show that you are in a conversation dynamics and listening, and not just a monologue. This will give much more internet users want to speak to you, that is to say, to interact with you and be careful what you say, just like in a real conversation.
The commitment is not measured as in numbers as a trend. It is about understanding what type of content causes the most interaction: pictures, quotes, links to articles, the more general news about your industry, etc. Your strategy will re size based on these results. Having a strong commitment is a sign of quality for a user happens to your account: it is the snowball effect.
The commitment is not measured as in numbers as a trend. It is about understanding what type of content causes the most interaction: pictures, quotes, links to articles, the more general news about your industry, etc. Your strategy will re size based on these results. Having a strong commitment is a sign of quality for a user happens to your account: it is the snowball effect.
Measure the share ratio
Indeed the ability to share content, or mention another account, is a key strength of social networks for accounts who want to gain influence. If someone shares your content, it means he gives him credit: it is a way of telling its subscribers “Here’s something that deserves your attention.” This kind of practice is one of 2.0 press relations . An example: in a few days held an event where you expect the people as possible (a envisage, a forum, a press conference, a product launch etc.). Your information campaign on Twitter full swing and your 1000 followers are rather reactive. Previously you sent a press release to an influence in your area that has more than 30,000 followers. He appreciates your “product” and retweet: your audience instantly gained 30,000 people, which is most of the people who give credit to the word of an expert they know.Effective not? This new qualified audience resulting new shares on the post in question, and consequently an increase of commitment and perhaps the number of followers. It’s a virtuous circle.
Feel free to send messages to your followers to re-tweet you that: a tweet is 12 times rewteet when you asked nicely and 23 times more when you write the word “re tweet” in your message .For more tips see the article: how to simply multiply your number of retweets .
Feel free to send messages to your followers to re-tweet you that: a tweet is 12 times rewteet when you asked nicely and 23 times more when you write the word “re tweet” in your message .For more tips see the article: how to simply multiply your number of retweets .
Measuring conversion rates to your website
For brands and businesses, the use of social networks is part of a digital marketing strategy where the overall goal is to attract more visitors to their website , their real digital storefront should maintain regularly. Remember that marketing is primarily to increase the number of sales. The rate of conversion of users on social networks to the website is easy to measure : with Google Analytic for example, it is possible to see where does the traffic of your site. Other tools can help you create filters to see precisely which network your visitors come again and again and adapt according your strategy and discourse. Another easy trick your conversion rate tracker: When using a link Bitly or a short link to a Facebook event, if you return the same link in the internet search bar followed by a “+”, you will access to daily checks people who click on your link!
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