GWI also found that 42 percent of the Internet users it polled had actively used Facebook within the past month. Via Social Times
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Every business knows the importance of adopting social media in their digital marketing efforts because social media presence has become quite critical today. And, also it is quite overwhelming to have this presence. You may be trying your level best to generate and share good content, interact with visitors and customers, and try to make sense of it. But the biggest question you need to answer is whether your efforts are giving you good rewards or not.
If you are just concentrating on your fans or followers, you are seriously missing out on important insights. If you seriously want to evaluate the results of your social media efforts, it is crucial to track the right social media metrics. Social media metrics play a vital role and can be your window through which you can peep into the interests, desires and annoyance of your customers. These metrics give you an insight about the overall behaviour of your visitors, prospects and customers. If you do a comprehensive analysis of these metrics, they will fuel insights to your overall digital marketing plan.
What are the important social media metrics you should be measuring?
Let’s discuss about some major social media metrics you should be measuring.
The first, easiest, and most important metric you need to measure is the volume. By volume, we mean here size. What is the size of the conversation about your trade name? Capacity is the great indicator of interest. You will notice people tend to talk more about things they love or hate. Count the number of messages you get for your brand and the number of people who talk about your brand. You should track how these numbers change with time. Let us take an example here. Facebook insights have a very useful metric. It is a metric called “people talking about this”. These metric measures how many people posted on their walls about your brand. You should analyse when the volume or capacity is higher. You can use this information for circulation of messages during time when the volume is higher. This will give you more engagement.
Reach is also a very crucial social media metric. It measures the spread of social media conversation. Reach can help you measure the intensity of your content. You will come to know how far your content disseminating. You will also get the actual size of your audience for your message. It gives you the exact figure of potential audience size. An important action such as clicks, retweets, or replies help in calculating the reach metric. But, remember, reach becomes more powerful when compared to other engagement metrics.
Engagement is also considered an important area for measuring the effectiveness of applied social media plan. Engagement metric lets you know how people are participating in the conversation or how they are spreading your message or engaging with topics you post. Activities on your posts like comments, tweets, replies and likes are helpful in gazing who all is taking active part in your content and, ultimately your brand. Pay attention to posts and messages that generate more user engagement.
Influence is another social media metric which lets you measure the results of your social media efforts. You need to find out who is talking about your brand and what they are talking. There are a number of tools which measure the social media metric, influence. And, all of them measure in a different manner. Keep in mind, audience size has nothing to do with influence. Looking at the influence metric, you can plan who to reach out to when you are preparing for a campaign.
Share of voice
How well you are doing on social media? You need to consider share of voice metric to measure this. You need to find out how conversations about your brand relate to conversations taking place in your industry. You should try to find out how your competitors are doing on social media. Try to find out what is making them successful in this online platform. It is easy to find the conversations on social media as they are public. You can measure your competitors’ results as easily as you can measure your results.
Paying attention to your social media metrics is crucial
Your social media metrics give you insight about the behaviour of your customers. The three important applications of your social media metrics are customer service, consumer experience and demographic insights. Although a recent survey indicated social media to be the least popular way for customer care, but still you will find customers interacting with their service providers through different social media platforms such as Facebook, Twitter and GooglePlus. They prefer social media medium when their initial queries are not solved via email or phone.
Next, talking about consumer experience. Your social media metrics gives you a real time analysis of what engages your customers the most. This real-time view can help you in improving customer experience. The social media metrics also give you an insight about the demographics. You will get information about the demographic information of your customers, about their interests, genders, ages and profession.
Hope you enjoyed reading the post! Concentrate on the above social media metrics if you want to measure your social media efforts seriously.
Derek is Social Media Manager at Home Strategic – Isle of Man
Are you prepared to see more video in your Twitter stream?
Twitter, a renowned name in social media has launched a new consumer video product. The video product allows users to record, make changes, and add tweet video clips directly through the app. Videos taken within the app or uploaded from the camera roll will have a 30 second time limit analogous to Vine’s 6 second limit or 140 -character limit for tweets. There is a possibility that the new video service of Twitter will compete Vine, though Twitter says it is dedicated to both the products.
According to Twitter, the new video service is a new way to capture videos and have private conversations between small groups. It is a service designed to entice users, and keep them engaged for long. The service will be easier to use during news events like protests. It will also work on the company’s bonding with the users of Vine. Twitter has designed the new video service with the aim to make Twitter app stickier with users. And, it makes more than just looking at the tweets.
Twitter understands the importance of a video. Findings show more than 60% of consumers spend at least two minutes watching a video that educates them about the products they want to buy. Video is an effective story teller which keeps the users engaged. Every digital marketing player believes in the magic of video. So does the Twitter. The company believes it will drive more user engagement. If the users are able to create and consume videos within their timeline, they will be keener in checking the apps more regularly. The feature will also help Twitter’s video advertising efforts as the users will get more accustomed to videos in their streams.
As Twitter expands its video efforts, it is deemed to have more data on which the users watch most of the content. Introduction of consumer video also carries importance to its product, Vine. Vine has served as a single video offering for regular users. The new tool of Twitter has a number of striking similarities.
The consumer video allows users to capture videos in parts. Also, you can edit or rearrange them exactly in the same way you can edit Vine videos. Both of these products, Vine and Twitter, play within Twitter’s timeline.
Jinen Kamdar, the product director at Twitter says – Twitter video is not a threat to Vine. And, the two products have different audiences. On one side, Vine is for short-form entertainment. And, Twitter videos will give more benefits to use cases like breaking news and events.
Derek is Social Media Manager at Home Strategic – Isle of Man
Facebook, the social media giant has already made a niche in the mobile advertisement ecosystem. There are several factors working in the favour of Facebook. Some of the top factors include its reach among avid social users, engagement and the captive audience. Facebook has no intentions or plans to stop the momentum it has gained till date. To add more, it unveiled its new venture, Audience Network at the F8 developer’s conference in San Francisco. It is a new feather in Facebook’s cap as the tool serves ads to third-party mobile apps.
The Facebook Audience Network project allows existing advertisers on Facebook to have their advertisements placed at the top of the mobile screen or in another apps outside the social media platform. Audience Network is more beneficial for marketers who know the importance of mobile marketing.
How Facebook Audience Network will play a major role in the mobile ad world?
The Audience Network on Facebook has the potential to execute against the integrated formats and personalized targeting needed for mobile ads to do succeed. It offers an option for a better ad format experience. We know customers do not love the standard ads offered to them anymore. They are always in search of something that is more customized and impressive. Facebook announced it will allow developers and publishers to offer customizable native ad formats to be filled through the network. This will help in boosting the mobile user ad experience, and witness good results. Also, the advertisers can dip into Facebook’s rich affinity data to target their ads across other mobile properties Audience Network also has a dramatic effect on the segment of paid marketing. It is a good plan to help monetize on mobile. It is a very simple way to extend Facebook advertising purchases across mobile apps. What is the best part of Audience Network is it letting advertisers contact anyone with a Facebook account even when they are not on Facebook.
What are the best ways to utilize Facebook Audience Network?
#1 Use right messages for the audience to see on mobile
It is important to put the right message for the audience. This will lead to more engagement on mobile as mobile touches are more effective than desktop messages. For maximum engagement, the videos should not be more than 15-20 seconds as users start losing interest if the videos are too long. On top of that, you also have the option of retarget as it allows you to check who watched your video and for how long.
#2Use Facebook’s cross-device reporting for more effectiveness
You will find many users who view the ads on mobile, but finalize the purchase on their desktop. But, it is really difficult to track these type of users. Facebook’s cross-device reporting is a good tool that lets you track which device users saw the message on, and on which device they finally made the purchase. The main aim behind using this tool is to track whether your ads had an impression or a click. It also has the potential to check the traffic that initiated from a mobile, but got converted on a desktop.
#3 Use mobile ads as a serving hand
Today, there are is increasing number of mobile users worldwide, but still many use desktops to make the purchase. Use Facebook mobile ads as a helping hand in desktop conversion. As the number of users on mobile phones, mobile ads can be the starting point and an indirect source of conversion to sales. This will really help when most of the conversion takes place on desktops.
#4 Make use of impressive ads
Your apps can have access to several of advertiser base. So, make sure you display ads that are of high quality and in a format that is right for you. You should be abreast with the right tactics of mobile advertisement. You should plan out more advertisement tactics in order to get the most out of the Audience Network.
Facebook’s Audience Network brings a lot of opportunity for marketers who want to get the most out their mobile marketing strategies. You can also be one of them if you want to take advantage of custom ad formats to reduce disruption. Facebook has launched Audience Network with the aim to improve relevancy of ads people view, provide greater reach for the advertisers and help developers monetize their apps.
Digital Marketing may seem overwhelming with so many changes taking place so quickly. A good digital marketing strategy will help you stay at the top in your market.
There was a time when very few companies knew about social media. But, today, it is reigning supreme. It has evolved a lot over the years. Latest trends show that it will continue to perform well in the near future. Keeping this in mind, it is important to stay abreast with the latest social media changes. There are a few updates which you cannot afford to miss if you want to earn best results from your social media efforts.
Social Media is no longer free for those seeking good results
There was a time when social media was advertised as the best solution for marketing as it was not only instrumental in bringing great results, but was free too. Although social media is technically free for use, but social media marketing is not free. The year 2015 is projected as a year of paid magnification for social media. Although you can still use your social media accounts free, but paid advertisements on top platforms like Facebook and YouTube will aid better in your marketing. If you are not taking advantage of these trends, you will lag behind in the race. Even, the social medical platforms are helping brands in planning effective advertisements. For example, Facebook is ready to help businesses with its release of conversion lift measurement. The tool provides data on the number of people who saw the advertisement, and made a purchase either online or in a physical store. Another new metric is relevance scores. It is calculated based on the positive and negative feedback we expect an ad to receive from its target audience. The more positive interactions we expect an ad to receive, the higher the ad’s relevance score will be.
More preference to visuals
It has been projected the major social media platforms will start giving more preference to content having more visuals this year. Get more creative to embed videos and images in your social media posts. This will make your content more effective, and drive engagement. Twitter recently announced video embeds for sites.
Content needs to be better to prevent low engagement and poor reach
You need to create rich, fresh, shareable and engaging content to conquer social media. Make sure not to make any mistake by posting boring topics. If you do so, be ready for poor engagement and reach. So, be careful about the content you will be using on social media advertisements. You should also be careful while choosing topics. Make use of informative content. For example, topics that provide solutions, posts that educate visitors on specific topics and catchy video content are more effective.
Lay more stress on social media signals
Social media signals play a major role in rankings. You cannot deny the fact that the shares and retweets a page receives can play a major role in indexing content. Take good steps to improve your social media signals. You can request your followers to share your content or even ask your followers interesting questions to boost engagement.
Social media is evolving at a fast pace. It is important you stay at the top as the changes occur, and are flexible enough to adapt changes taking place.
Best of luck for your social media marketing efforts!
Derek is Social Media Manager at Home Strategic – Isle of Man
Take a look at my Blog – My Digital Domain – Derek Richardson for some interesting infographics.
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