What you have to know about social media key indicators

Guide: Social media KPIs are too cluttered and sometimes confusing. In this article, let's take a look at the social media metrics that you might be concerned with and simply explain the implications and computational methods.

In a dazzling array of social media acronyms, "KPI" puzzles me most. This is because key configured indicator always reminds you of a business person in a suit and a PowerPoint presentation.

But the word is not complicated. KPIs are actually things that are worth your attention and measurement.

Basically, social media KPIs or social media metrics are even the most important indicators of your business, and they can help you understand your advertising and your strategic performance.

Social media KPIs can be the number of interactions and sharing you get on a social network, and you can also track your site's clicks through social media, or the conversion rate that users use to access your site.

In fact, social media KPIs are too cluttered and sometimes confusing. In this article, let's take a look at the social media metrics that you might be concerned with and simply explain the implications and computational methods.

First take a look at the social media funnel

The social media funnel may be worth writing an article about, but our goal here is to help you understand the whole process of a product or brand in the eyes of the typical user.

This process has a lot of metrics at every stage, and here are a few of the major categories that this article will focus on.

1. Activities: The output of your social media team

2. Arrival: Your audience or potential audience

3. Interaction: The interaction of people with your brand and the interest in your brand

4. Get: Establish relationship

5. Transformation: Activities, sales and results

6. Maintain and Support: satisfied users and Brand preachers

The following are the details:

1, activity indicators: the output of your social media team

These numbers can show you what you're doing and the output of your social media team--including posting, scheduling, optimizing content, answering questions, and solving problems. This looks simple, but it's important when you try new methods. It would be very helpful if we could judge whether certain activities at this stage could improve the indicators that we are referring to later.

Average response time: The average time required for a team member or brand representative to respond to the comments or inquiries made by a branded social media audience.

Content production Speed: The amount of content you make in each period of time. Depending on the type of content you are focusing on, you may want to classify statistics, including:

--posts in each period

--presentation for each period of time

--video for each period

--E-books for each period of time

--white papers in each period

--Information map for each period of time

--The amount of other content produced in each period

Release Speed: The number of social media posts per period. Depending on the social network you use, you might be able to do the following sort of statistics:

--number of tweets per period

--Number of Facebook posts per period

--Number of LinkedIn updates per period

--Google + update per period

--Number of Pinterest nails per period

--the number of Instagram maps per period

--The number of forum posts in each period

--Number of other social media content releases per period

Post theme: The percentage of various content topics (such as resources, benefits, blogs, etc.) that are posted on each social media during each period of time.

Post Type composition: The percentage of various content types (such as images, links, videos, text, surveys, etc.) that are published on each social media during each period of time.

Response rate: The percentage of responses you have made to users ' questions and comments for a specific period of time.

Social Media Marketing budget: The amount of money your team invests in each period.

2, reach the target: your audience or potential audience

This set of metrics focuses on the size and growth of your audience and potential audiences, as well as the frequency and effectiveness of the messages you publish. Many social media management tools (e.g. buffer!) Provide many similar indicators.

Audience growth: A brand increases or decreases the audience's speed through each channel. Divide by the total number of audiences with the newly added audiences.

Average position: The average position of a branded ad in the Search Engine results page (1 at the top of the homepage).

Brand Awareness: The total number of times your brand has been mentioned in each period.

CPM: Paid ads show costs 1000 times.

Fans/followers: The total number of fans per social network in each period of time.

Impact Score: The impact score is provided by companies such as Klout and kred, measuring the influence of a person or a brand on a social network.

Keyword frequency: The number of times a specific keyword or phrase appears in a brand's social graph.

Post arrival: The number of people who have seen at least one section of your content over a period of time.

Potential presentation: The number of times a piece of content can be displayed over a period of time, regardless of whether the user interacts with it.

Potential arrival: The number of potential audiences for a brand, including those of a friend of the audience who have the opportunity to see a section of the content within a certain period of time.

Audience share: The percentage of the number of people a brand will arrive in comparison to their opponents.

Interactive share: A brand's interactive indicator contrasts with other businesses in similar areas.

Voice Share: The proportion of a brand in people's conversation compared with similar enterprises.

Emotion: The percentage of people's positive, neutral, and negative emotions when referring to a brand.

Video viewing: Your video content is attracted to viewers in channels such as YouTube, Vimeo or Facebook.

3, interactive indicators: People and your brand interaction, and the interest in your brand

These data focus on how people interact with your content on social networks, and how you share and share your content.

Magnification: The average number of shares per post. Depending on the social network you use, you may need to make separate statistics on the magnification, such as:

--twitter forwarding

Facebook Share

--google+ Share

--linkedin Share

--pinterest forwarding

--instagram forwarding

Recognition Rate: The number of audiences approved in each period of time, including the number of points of praise on social media.

Average interaction rate: the percentage of people who interact with your content in any way through a social channel in the unit reporting cycle.

Comment Rate: The average number of comments you get per post.

Conversation Rate: The number of conversations per social network post. Commenting on Facebook, Google +, LinkedIn, Pinterest and Instagram, Twitter refers to responses.

Interaction as a percentage of audiences: The total number of interactions on each social network divided by the total number of audiences.

Fan per capita interaction rate: The total number of interactions in a social network divided by the number of fans on the social network.

Viral transmission rate: the speed at which a piece of content travels across social networks. A better way to measure this indicator is to share the total number of pieces of content.

4, to obtain indicators: the establishment of relations

At this stage, those who originally chat with your brand on Twitter or Facebook may be going further, and may be able to view your site and learn about your products and services. Getting metrics is about what they experience there-including whether your audience matches your product or service and your value. Analytics providers such as Google Analytics can provide many similar metrics.

Blog Subscriptions: Number of subscribers to your blog.

Bounce rate: Only visit a page on your site to return to the source, not the percentage of visitors who continue to view the content of the site.

Number of clicks: Click on a link in a post in a social network.

Click through: The rate at which your audience clicks a link in a post in a social network. Click the number of links in the post to divide the number of times the posts are displayed.

CPC: The cost per click of a paid ad or social network.

e-Mail subscriptions: Number of subscribers subscribing to your email list.

Potential customer: The number of potential sales contracts obtained through social media each period of time.

Number of Links: the number of pages that link to a specific page on your site.

Micro-Transformation: Before completing the transformation, a brand user often takes any measurable activity.

Page views: The number of pages viewed or clicked by a Web site at a specific time.

Social access percentage: The percentage of recommended traffic from social networks in the total traffic on your site.

Each keyword ranking: your content in a specific keyword or phrase search results in the average position.

Session (formerly called "Independent Visitors"): A group of interactions that occur on your site over a period of time (a session can contain multiple screens or page views, time, or social interactions). )

Session Duration (formerly known as "Access Time"): total duration of all interactions (in seconds) divided by the number of sessions.

Traffic: The number of visits and visitors that social networks deliver to your site over time.

Flow rate: The three major sources of traffic accounted for, including:

Direct visitor: The person who accesses your site by entering the Web site directly in the browser.

--Search for visitors: People who visit your site through search engines.

--Recommended visitors: People who visit your site through other blogs or websites.

5, Transformation indicators: activities, sales and results

The ultimate goal of attracting visitors with a brand is to put it on the conversion target. The transformation you define may be a sale, a subscription, a download, a registration, or other activity. Similarly, googleanalytics can provide useful information.

Average purchase value: Average value per customer purchase.

Average per customer income: Average Cost per customer on a particular brand, divided by annual income by the total number of customers in a year.

Conversion: The number of conversions per period of time (the transformation here can be defined as the final activity you want the user to take on your site, such as email subscriptions, downloads, registrations, widgets or tools). )

Conversion rate: The percentage of users who take the activity you desire, divided by the total flow of the amount of time in each period.

CPA (cost per acquisition or per activity): The fee paid by a brand to obtain a potential customer.

Cost per conversion: The cost of a brand to obtain conversion.

New visitor Conversion: The number of conversions that a new visitor to a brand site brings in each period.

Return to the tenant conversion: A brand site return visitors in each period of time to bring the number of conversions.

RPC (per-click Revenue): paid ads on average each click brings revenue.

Social media conversion: a percentage of the total conversion that can be attributed to social media conversion, divided by the total conversion by social media conversion.

ROI: The income generated by social media activities divided by all known social media costs.

6, maintain and support indicators: satisfied users and Brand preachers

Many of these KPIs are not traditional social media metrics, but conventional business metrics that cover the final stage of a consumer's understanding of the brand process and possibly the most important stage. At this stage, we will create some more satisfying users and make them the most important salespeople in our brand--in other words, turn the whole funnel upside down.

Number of Brand Preachers: The number of customers who can be regarded as a brand preacher, based on how they support your brand in social media.

Customer annual value or lifetime value: The net profit expectation that can be obtained from a customer's future relationship.

Customer retention Rate: The proportion of customers who continue to maintain relationships with your business in the context of other customers leaving.

Number of customer evaluations: positive or negative customer evaluations per period.

Customer satisfaction: A measure of how a company's products or services meet or exceed the customer's expectations.

Customer satisfaction rate: by a score, 100% represents complete satisfaction. This indicator is usually attached to the questionnaire, asking the user to give their own satisfaction rate.

Customer churn: A measure of the number of customers who leave within a given period of time.

Customer Evaluation: The number of positive customer evaluations per period.

K-Factor: The growth rate of web sites, applications or user numbers.

NET recommended value: To calculate this indicator, customers need to answer a question: How likely are you to recommend our products or brands to your friends or co-workers? The value range is 0 to 10.

Per support cost: Support team's operating costs within one months divided by the number of orders for the month.

Finally, don't forget ...

As you may have noticed, many of the metrics presented in this article are worth analyzing. But only you know which metrics will help you understand how the strategy works.

Don't forget, you're the expert. Don't put the cart before the horse.