Now that you’ve settled into the new year and are thinking about how to make 2014 a year of social media marketing wins, it’s also time to reevaluate exactly how you’re measuring your success. Have you chosen the right KPIs (key performance indicators) to best showcase the effects social is having on your marketing goals?
With changes to the insights available through platforms like Twitter, Facebook, LinkedIn, and more, it’s important to keep up with new data points you’ve got access to: they can tell you a lot about your achievements! Here, we’ll share the 3 NEW KPIs you should be tracking this year to showcase the great things you’re doing in social.
1. Clicks and Visitors on Pinterest
These two metrics go hand-in-hand to show you whether pins connected to your website or blog are driving activity, and visitors, back to them.
(image credit: Pinterest)
If Pinterest is an important part of your social marketing strategy–and we bet it is, especially if you’re a consumer-facing or e-commerce brand–make sure Pinterest users are engaging with your content and taking action with these metrics that were introduced back in March 2013.
2. Demographic KPIs
KPIs in this category will look different for every brand, and slightly different for the different social platforms, too. We suggest taking a look at your audience makeup on Twitter and LinkedIn to confirm you’re reaching the people you’re targeting.
- LinkedIn Follower Demographics, under “Analytics” for your company page. These include demographics of your page’s followers, broken down by Seniority, Industry, Company Size, Job Function, and even Employees vs. Non-Employees
- Twitter Analytics Follower Demographics, including Interests, Gender and Location
(image credit: Twitter)
3. Engagement metrics for Sponsored vs. Organic updates
We know you’re already measuring the engagement your content gets (you ARE a social media marketer, after all!), but you may not yet be comparing the results you get from an organic post vs. a sponsored/promoted one. First, do some digging on past sponsored/promoted posts and past organic posts to find what the average lift (or decline) is for each measurable piece: your sponsored updates will likely get higher impression numbers, but may receive lower engagement since they’re reaching an audience that isn’t already a fan/follower of your brand. Find out what’s normal, and then look for ways to optimize future posts to achieve improved KPIs on both sides.
What other new metrics have you added to your list of KPIs this year?