Mostly companies compare the level of involvement metrics with their competition. It is represented in the amount of likes and share, posts, comments divided on the amount of followers/users. You may notice that companies with better involvement statistics are also good in preparing content of high quality.
However, apart from involvement, you have to measure also the overall interaction metrics. In case if product becomes more popular and the level of interaction metrics raises, the probability that traffic increases on the website is high too. Other words each like, post, share and comment increase the amount of visits will on a web page, registrations, subscriptions to newsletter and sales.
One of the important steps is to define what is the goal you currently want to achieve in your business, and depending on that focus on the specific metrics. Check the below cheat-list of the goals and metrics you have to concentrate.
GOAL #1 Increase the business awareness and sales growth
Strategy: Increase interest to your content/ work on content quality
Metrics: amount of shares; fans, comments, conversion growth on FB, involvement metrics
GOAL #2 Increase the web page traffic and sales level
Strategy: Sharing content
Metrics: involvement in the brand activity, conversion
GOAL #3 Customer community growth
Strategy: Product and service development
Metrics: Target group activity, feedback, increase of positive comments/ feedback
Goal #4 Increase sales; Image and values building of company
Strategy: Make users trust you
Metrics: increase amount of shares and positive comments; shares on the information content; conversion growth from Facebook
GOAL #5 Repurchasing
Strategy: Product/service improvement
Metrics: fans growth, increased amount of positive comments and posts, enrollment growth
And finally ask yourself those key questions:
1. Does our social media campaign helped us to reach new customers and increase traffics?
2. Are you responding customers in SM?
3. Did the amount of users on our SM page increased?
4. Did our sales increased or we are not using all SM oppotunities we could?
