8 Metrics for social media assessment

Do you think social media metrics are just ROI? Or are you still looking for metrics? Or do you find that social media has a variety of metrics but not one that fits your needs? Here are 8 useful metrics that you may not be measuring, but you have to consider.

#1: Conversion Rates (conversion rate)

Everyone wants to measure the total amount of leads to calculate the minimum ROI for social media marketing, but don't forget the value of the conversion rate. Although the total amount has not reached, but its conversion tendency is worth paying attention to.

You need to create a mechanism to understand when a lead is generated from social media. Most http://www.aliyun.com/zixun/aggregation/38848.html "> marketers combine short URLs with certain forms of cookies to measure the lead generated by marketing campaigns." If HootSuite integrates GA into a short URL, which translates seamlessly into successful analysis metrics, some companies use proprietary short URLs, while others learn how to do this.

One of the most important steps to analyze where a lead comes from is to know when a user clicks on a link on social media, and then transitions occur. The surest way to do this is to place "cookies" on the user's computer (cookies with the name of the marketing campaign on the social media that generated the clicks). Then use marketing reports to track the number of leads and the resulting conversion rate.

At first, the numbers may be pretty low, but by measuring the conversion of different leads, you get a social media conversion rate and compare it to other marketing channels.

# 2:the control group

Some of the very useful metrics my company is using are not being taken seriously at the beginning. As compared to other marketing channel standards, its total leads is quite low.

But when I set up a control group (a group of users who didn't interact with social media), the surprising data not only excited my team, but also showed that social media had a huge impact on leads conversion. Using the same metrics for two groups, and then comparing the lead conversion rate, the retention rate and the cost, will reveal the differences in social media.

Careone's survey showed that the involvement of social media in the sales process greatly improved the conversion of clients with debt mitigation plans and the propensity of new customers to pay the first amount.

#3: Substituting Rate (growth)

To constantly test the growth rate. If you have a good rate of growth, this proves that your marketing campaign is producing results. The problem is that it takes time to build a sustainable social media channel, and that reasonable expectations are especially important.

#4: Marketing Campaign History (Marketing Campaign history) is critical to discovering cookies related to sales. After some investigation, I found that in my company, bringing a sale is often the first cookie accepted by a potential customer. We currently report on the origins of marketing and transformation marketing. (Translator: Due to lack of marketing knowledge, the translation here lacks accuracy.) As far as I understand it, the author's intention is to focus on the marketing that produces leads and eventually converts leads to purchase. The reader may, at its own discretion, leave your opinion in the comments for your reference. )

This helps us understand the willingness to buy (translator: Transliteration, the intention is to generate sales driving force) and appropriately adjust the cost associated with sales, thus more scientifically measuring ROI and finding a reasonable marketing mix. Even if your sales process is not on the Web, you must make sure that your CRM system can use the entire sales circle to track your marketing activities, and that your players are trained in this area.

#5 Customer acquisition Costs (consumer purchase cost)

Many people think that social media is "cheap", but still need to know how much this is a fallacy. However, it is indeed cheaper than many traditional channels. As the 2nd said, set up a control group to measure the whole history of the activity and then arrange the cost of each transformation. Here are two examples:

• A person clicks on a link in your tweet, moves to your site, and converts to your new customer
• A person clicks on Google's paid ads, but does not convert to your new customer. Then click on the link in your tweet, go to your site, and eventually convert to your new customer.

In the first example, because of your business model and advertising fees, customer switching costs less than those that are converted through paid advertising.

In the second example, the cost is higher than the standard customers who only switch to paid advertising, but although the cost is only a little high for those who get the information from more than one channel, the increase in social media costs may be much lower than the new lead.

#6: Retention Rates (retention rate)

The ability to retain customers is relative to the ability to switch customers. Compare new customer preferences with retention clients (divided into two groups through social media interaction and not through social media interaction). In theory, those who participate in social media are more likely to be involved, and will probably stay.

To do this, you need to keep track of the conversion leads that are mentioned in the 1th, and if there is a continuing outlay, you can measure how much time they will do, if only once, to measure whether they will come back to buy something else, and how often. Compare these results with the control group, which is a client that is not interacting with social media, to see if necessary improvements need to be made.

#7: Customer saves

Many teams use social media to help online customers, often dealing with customer complaints. So you can measure how many customers your team is serving, so that they don't delete, change, or rewind your product or service.

#8: Cross-sells (cross sales)

How much can social media customers buy extra services? What are the benefits of each customer from social media compared to those of non-social media clients? How much revenue does a social media customer buy? Comparing these results with the control group will also indicate whether social media will have an impact on cross-selling.

Of course, the above measures are certainly not complete, but still provide a holistic approach. Do you have any other metrics? You are welcome to leave your valuable thoughts in the comments.

Original link: http://www.socialmediaexaminer.com/8-social-media-metrics-you-should-be-measuring/
This article link: http://www.socialbeta.cn/8-social-media-metrics-you-should-be-measuring.html/
Translator: Wisp