The importance of managing a client’s social media accounts is often underestimated, even by marketers themselves. In 2019, social media is no longer an alternative world that people plug in to, but rather an extension of the world that we already live in. Your social media page reflects who you are and who you want to be. This is especially true for brands who actively showcase their personality through social media. As far as the 2.66 million Instagram users in Hong Kong are concerned, your social media is your brand. Letting someone run your own personal pages for you—from community management and moments to snaps and stories—is a crucial responsibility. However, it can often be difficult to tell how well you’re really doing. Choosing the right social media metrics is therefore vital in helping you to determine the effectiveness of your campaigns.
Finding the one metric that matters
Marketers are often tasked with proposing a set of KPIs to their clients and tailoring content and their ads to fulfil these KPIs as consistently as they can.
At first glance, choosing metrics such as engagement rates and click-throughs may seem like the right approach. However, these metrics may not always be reflective of a client’s overall campaign’s success. While all metrics are helpful for different reasons, savvy marketers should be able to justify why the ones they’ve chosen are best suited for fulfilling specific marketing objectives.
Is your client launching a new flavour of their canned tuna? Is generating awareness their main goal? If so, then metrics such as audience reach and impressions should be used to gauge the effectiveness of your promotional ads and content. After all, you want more eyes on your new product and more time spent viewing it as opposed to clicks to the brand’s website or engagement on a post.
Conversely, there are times when metrics that indicate a deeper level of engagement should be considered. Have you published a new short video about a brand’s set of kitchen knives on Facebook? Video views is probably the most intuitive metric for measuring brand awareness. In this case, 3-second and 10-second video views are a couple of options that are available to you. 3-second video views give you the number of people who have watched your video for 3 seconds or more. However, it might not reflect the true effectiveness of your content as your audience may be dropping off after the first few seconds. Hence, consider measuring 10-second views instead.
Once you have decided on the metrics to track, tracking campaign performance is next on your list. More often than not, your campaign will run across multiple platforms, and tracking its performance can become tedious. Meltwater Engage reports allow you to view your performance across Facebook, Instagram, and Twitter, as well as obtain a cross-channel summary report.
This means that you can view your social performance at a glance, track the number of fans you’ve gained, or review post engagement on individual channels. With this information, you can report on top-performing posts as well as optimise your content for your audience.
Consider uncommon metrics
Sometimes, a post’s intent can matter more than its format in determining your success metric. Perhaps you’ve published a long photo that users are meant to tap on to reveal the rest of the image. Users may find it funny; they may laugh and show the post to their friends, but they may not ‘Like’ your post. In this instance, a metric such as ‘Post Other Clicks’ will allow you to measure other reactions on posts that follow this meme format.
Image taken from HELLA Facebook page
Similarly, if your goal is to drive footfall to an event, measuring a post’s reach or engagement rate may not be ideal. After all, even if your audience interacts with the post, they may not be interested in your event. In this case, click-throughs to your event’s landing page or social media account are more indicative of its reception.
The point is that social metrics aren’t always so straightforward—as a marketer, you have to analyse data both quantitatively and qualitatively so you can best propose a set of KPIs that will actually help your clients. It is already a given that ad dollars are an absolute necessity due to declining organic reach. A good ad strategy is what gives you the most bang for your buck, and it is almost impossible to come up with a good one without the necessary data and insight.
Using data to guide you in your campaign planning
Most social platforms have native metrics (Likes on Facebook posts, Views on Instagram stories, etc) but these are rarely qualitative. For example, Engagement rate itself tells you very little. Which demographic engages the most with your posts? What are their interests, and how are your communities connected to each other? Meltwater’s Audience Insights Reports segment and profile your target audience so that you can better understand the type of content that resonates with them. With these insights, you can create content that not only reaches your audience, but also suits their interests.
Naturally, gaining insight on your target audience will help you during campaign planning. Say for instance you’re planning an Influencer Marketing campaign. Finding influencers that can bring you ROI is quite a feat. Vanity metrics such as follower count and number of likes are not indicative of true influence. Additionally, with Instagram removing likes, it will be a lot harder to track the success of your posts. Meltwater’s Social Influencer Discovery tool allows you to narrow down potential influencers for your campaign based on their true reach and audience demographics. Take a look at how Digital Business Lab (DBL) seamlessly identified, evaluated, and activated influencers for their client’s campaign. In this way, legwork can be automated with great accuracy, freeing you up to run your overall campaign strategy.
Another reliable tactic when it comes to campaign planning is the clever use of Social Listening tools. On any given day, an average of 1.4 billion people log into Facebook, and an average of 95 million photos are uploaded onto Instagram.
This gargantuan volume of data contains potentially invaluable information on your target audiences – tools such as Meltwater Explore provide you with a comprehensive view of the conversations that impact your brand, products, and industry. With unlimited searches and full historical data from up to 15 months, you can access reviews, online news, articles from blogs and forums, and data from social media channels such as Instagram, Reddit, Twitter, and Facebook. In addition, you can perform searches on-the-go with our mobile app, or obtain reports to track your progress. These insights can thus help you to improve your campaign strategy.
Now that you know you’re on the right track, you can conceptualise creative content and map out media placements without worrying that you’re missing the mark. Remember, metrics aren’t just for clients; they can point agencies in the right direction if utilised effectively.
As netizens blaze through trends at unprecedented speeds, so does the world of digital advertising and marketing. Arming yourself with the right tools is crucial in helping brands to formulate actionable steps in order to stay ahead of the curve.