Four Metrics to Better Evaluate and Optimize Your Social Media Content

It’s important to constantly evaluate and optimize your best social media content to ensure your feeding content into an engaged and active audience.  Whether you’re a large brand or a blogger, if you’re spending time creating and sharing content no one is interested in, well, you’re just waiting your time!  Avinash Kaushik’s four major social media metrics were designed in a 2011 blog post to address the way in which we evaluate our social media performance.  Both Moz and Buffer use Kaushik’s social methods within their social media marketing, and theres an analytics tool, True Social Metrics, based solely upon his metrics.

Kaushik’s four metrics are:

1) Conversion Rate: The number of conversations per post.  For example, on Facebook, Google+, LinkedIn (comments), on Twitter (replies).

2) Amplification Rate- The number of reshares or retweets per post.

3) Applause Rate- The volume of ReTweets, Likes, +1′s, and so on.

4) Economic Value- The sum of short term revenue, long term revenue, and cost savings.

How To Evaluate And Optimize Your Best Social Media Content: 5 New Methods To Try Today image Amplification

Kaushik’s four metrics can be found across every social channel as they are independent of the individual social media networks.  The four metrics are now more easily measurable due to tools and free analytics such as:

  • The release of expanded twitter analytics which now allows you to easily view impressions, engagements, engagement rates, and much more information for free.
  • Social Media Examiner shared a comprehensive excel spreadsheet for evaluation and optimizing social media content.  The spreadsheet includes 14 different variables for each social media post including likes, shares, clicks, engagement and more.
  • Buffer allows you to stack social media updates across Facebook, Twitter, LinkedIn and other platforms and gives fantastic free analytics on retweets, mentions, favorites, clicks and more, as well as recommendations as to when to schedule and optimize content.
  • In my opinion the economic value is the hardest part to track within Kaushik’s metrics. At work we use a BitLy Google Analytics shortening tool from Setaris which allows you to measure specific keywords and campaigns through to conversions easily within google analytics, and shorten and track your links posted as well.

It’s important to consider Kaushik’s four metrics, and review and evaluate your social media content to ensure it’s always optimized and functioning well.  if you’ve got a tool or article you’ve read which has more information or insight, please share within the comments, or send me a tweet @MarissaPick. Thanks!

Stop Fighting Social Media Marketing and Try to Visualize the Impacts with a Nifty Infographic

I’m a huge believer in social media (shocking I know!) but as the industry continues to expand and the social media “bubble” continues to bloom people want proof to backup the statement that it indeed social media does work.  How you measure the sucess and ROI of social media may vary, but needless to say often ROI can be seen in things such as website referral traffic, lead generation, sales, and so much more.

A website I visit daily, Social Media Examiner released its fifth annual 2013 Social Media Marketing Industry Report back in May of 2013 which aimed to understand how marketers are using social media.   Over 3,000 marketers provided feedback, and some of the major findings are beyond powerful.  My top two findings from the report are below:

1) 86% of marketers indicate that social media is important for their business, up from 83% in 2012.

2) Increased exposure is the top benefit of social media marketing: A significant 89% of marketers stated that increased exposure was the number one benefit of social media marketing.

Wishpond, a maker of online marketing tools, created an infographic which nicely illustrates the study’s results.  As social media marketing continues to grow, this 43-page report makes the benefits of social media and future planning easily digestible. The Infographic below really speaks for itself with the top benefits achieved in social media in 2013.

I found this report very valuable and insightful, check out the infographic and report and let me know what you think in the comments section below…

Happy Reading!

-MP

The Top Benefits of Social Media Marketing [Infographic] image top benefits social media marketing infographic