Social Media Marketing: which KPI for which objective?
Welcome to the digital era, where social media has shaken the consumer habits and customs. Essential in a marketing strategy, social media has become a business lever invested by most of the brands and companies.
Thus, social media is used by 87% of marketers in companies (Hootsuite, 2017). Yet, what is the benefit of a social media campaign? Which KPI choose to evaluate its performance?
Social media has become a business lever invested by most of the brands and companies.
Social media and social media marketing:
Nowadays, social networks have become full-part medias. Indeed, during the last decade, these communication channels have known an exponential growth. Hence, social platforms have close to 3,3 billion active users in the world (WeAreSocial, 2018). That represents 43% of the world’s population.
Three main reasons justify the choice of launching a social media campaign. First of all, the direct communication of these channels strengthens the relation between consumer and brand. Secondly, social platforms are excellent medias to generate new commercial opportunities. Finally, these platforms are ideal when it comes to business and competitive intelligence (like Twitter for example).
Due to a large number of active users, social medias are an excellent way to increase the brand’s visibility. Reaching a maximum amount of people, these communication channels improve and strengthen the brand awareness.
The creation of a community around the brand also promotes its notoriety strengthening. In addition, the direct communication between consumer and brand enhances the image of this last one, improving the consumer’s perception of the company.
However, the challenge lies on the campaign’s results evaluation. As a matter of fact, a large number of KPI’s are available, yet we still have to choose the adapted ones to measure the social media strategy’s performance.
The direct communication between consumer and brand enhances the image of this last one, improving the consumer’s perception of the company.
KPI’s to follow in function of a few objectives :
As we have mentioned it, there is a very large number of KPI or key performance indicators. Each social platform and each objective are different. Because of that, we’ll have to choose our KPI according to the social media we use and the objective we fixed.
KPI according to the social platform used (yes, there are a lot):
– Number of fans
– Number of fans evolution
– The interactions : clicks, likes, shares, comments
– Number of impressions : number of times that a post has been seen
– Organic reach: number of people having seen a non-sponsored post
– Total reach
– Engagement rate : reactions (likes, comments, shares) divided by the reach, divided by 100.
– Response rate
– Feelings: clients perception’s analysis through comments, opinions or posts
– Redirection to the website from the social platform
– Conversions coming from the social platform
– Number of fans
– Number of fans evolution
– Retweets
– Mentions
– Favorites
– Number of impressions : number of times that a post has been seen
– Engagement rate : reactions (likes, comments, shares) divided by the reach, divided by 100.
– Redirection to the website from the social platform
– Organic reach: number of people having seen a non-sponsored post
– Total reach
– Number of fans
– Number of fans evolution
– Engagement rate : reactions (likes, comments, shares) divided by the reach, divided by 100.
– Hashtags and mentions
– Regrams : sharing an Instagram post
– Number of impressions : number of times that a post has been seen
– Number of likes
– Feelings: clients perception’s analysis through comments, opinions or posts
– Organic reach: number of people having seen a non-sponsored post
– Total reach
– Redirection to the website from the social platform
– Conversions coming from the social platform
Youtube
– Number of fans
– Number of fans evolution
– Number of views
– Number of like/don’t like
– Comments
– Feelings: clients perception’s analysis through comments and opinions
We’ll have to choose our KPI according to the social media we use and the objective we fixed.
KPI according to the objectives:
Due to this large number of KPI, we are going to define the main indicators to analyze according to some campaign objectives.
Notoriety
– Impressions
– Reach
– Website traffic coming from the social platforms
– Mentions and hashtags
Acquisition
– Number of fans evolution
– Community distribution by social media
– Website traffic coming from the social platforms
Interaction and engagement
– Number of interactions and its progression
– Engagement rate of each publication
– Hashtags and mentions
– The share of influencers and ambassadors
Satisfaction
– Feelings: clients perception’s analysis through comments and opinions
– Mentions and hashtags
– Interactions
– Number of fans evolution
Conversion
– Conversion rate
– Website traffic coming from the social platforms
– Number of leads coming from the social platforms
The proper KPI selection according to the objectives is vital for measuring the magnitude and the effectiveness of the campaign.
As we have noticed, a social media campaign is relevant for different objectives. Thus, the first step when planning a social media communication strategy lies in optimally defining the campaign’s objectives.
Why launch a social media campaign? What is it for?
Properly defining the campaign’s objectives is a crucial and essential step when planning a social media strategy. Indeed, this stage allows to make a good selection of the KPI to follow afterwards.
In order to know its impact and its performance, a marketing action must be measured and quantified. In fact, although complex, the proper KPI selection according to the campaign objectives is vital its magnitude and effectiveness. In addition, the analysis of the adequate key performance indicators allows to adapt and optimize a marketing campaign so that it will be more precise and effective.
Eventually, a social media campaign is a pertinent strategy providing that the campaign is measurable and that the objectives were correctly defined at the beginning. In order to properly measure the impact and the performance of a campaign, the stage of the objectives’ definition is essential to the identification of the KPI to follow.
