Brand Awareness Social Media KPIs: Achieving Marketing Goals with Social Media Monitoring

Brand Awareness Social Media KPIs: Achieving Marketing Goals with Social Media Monitoring

Georgia Acott
15 November 2016
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For some brands, its unfamiliar territory to think about measuring the effectiveness of our social media posts using social media KPIs. We have only just got to grips with posting tweets on Twitter and creating Facebook groups, let alone measuring the direct impact that our social media content is having on our brand’s visibility!

To make sense of all the social media monitoring jargon we’ve given a breakdown of the key social media KPIs to measure to help brands gauge brand awareness ROI with a little help from a social media monitoring tool.

Using a social media monitoring tool to measure brand awareness

To measure social media KPIs such as brand exposure across social media platforms, it is best practice to investigate social media metrics such as organic impressions, audience growth, and audience demographics. By analysing these key brand awareness metrics using a social media monitoring tool, we can find out if our posts are reaching wider audiences and if our audience is growing as a result. Using Meltwater Engage, we can set up reports that measure each of these metrics on our key social channels.

Social Media KPIs

Audience growth analysis is a key social media KPI that allows us to understand how many people have followed us temporarily, and how many followers we’ve actually gained as a result of our campaign. These social media metrics are also useful for establishing if our awareness campaign is having any impact on our target audience. If our follower growth hasn’t increased after the campaign, then we need to re-visit our campaign strategy in order to achieve our marketing goal and blow our social media KPI out of the water.

We can dig further into our audience growth using our social media monitoring tool by examining our audience demographics. It is important to measure whether or not our social media content is having an impact on the intended audience. We can benchmark against audience demographics from previous campaigns, which is useful for determining if we’ve been successful at gaining brand awareness from our target audience.

Organic impressions is a useful social media metric for determining how many people our content is reaching within our campaign time-frame, therefore having a direct impact on our brand awareness social media KPI. It’s important to keep a close eye on this figure as it helps us to figure if we achieved our marketing objectives.

We can also use social media monitoring tools such as Meltwater to measure social media metrics such as media exposure. Media exposure measures the number of mentions our brand has received over a certain period of time. This is useful for benchmarking against our past performance on social media in order to analyse any significant differences and what caused any sudden increases or decreases in mentions.

In order to see where our social media exposure is coming from globally, we can look at the heat map, a key metric on our social media monitoring tool.  We can then compare past exposure to current exposure, allowing us to see the extent of which our location specific social media campaigns have been picked up and increased our brand’s exposure.

Social Media KPIs

By using a social media monitoring tool, we can analyse our brand’s share of voice. This is extremely useful when benchmarking against competitors in our industry. Using this metric, we can compare our media exposure to our direct competitors to see what brands are performing the best, and drill down deeper into the conversations to find out why. Comparing current share of voice with past share of voice gives a good indication of the effectiveness of our brand awareness campaign, and how our competitive position has changed over time.

Top sources is another social media metric provided by most social media monitoring tools to help measure brand awareness KPIs. Top sources is useful for tracking the exposure across different social media platforms. If we wanted to increase awareness on Twitter because this is where the majority of most of our audience hangs out, we should be aiming to circulate more content on Twitter rather than focusing on Facebook. Benchmarking against past performance allows us to determine whether or not we’ve been successful at increasing media exposure on a specific platform.

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For more tips and tricks on how brands can manage social media and measure social media KPIs, take a look at our webinar.

Further Reading

The Ultimate Guide to Social Media Listening: From Monitoring to Strategic Decision-Making