measuring social media marketing

Social Media Marketing Measurements Shifting to Conversion Activities

Measuring Social Media Marketing

A recent article published on the Business 2 Community website titled “What Is The Value Of Social Media Engagement?” identifies 14 criteria that were taken into consideration when measuring the success of your social media marketing efforts.

What is most interesting is not the specific breakdown of the survey, but how some measurements are considered to be much more important than other measurements. The fact that some are considered to be much more important is not what’s most interesting to me, it’s which ones are considered to be most (and least) important.

 

Below is the list, sorted by that which is considered to be the most important.

40.9% – Hits/visits/page views

30.5% – Number of followers or friends

24.9% – Repeat visits

21.1% – Conversions rates (from visitor to buyer)

16.2% – Buzz indicators (web mentions)

Then there is a gap before getting to the next one.

10.2% – Customer acquisition costs

9.8% – Net promoter score (whatever that means).

9.2% – Revenue per customer

And to my surprise, the metric considered the least meaningful was:

2.8% – Abandoned shopping carts

What Does This Tell Us

That social media is perceived to be a “buzz generating” tool rather than a tool for direct sales. This actually falls right in line with the recent Brightedge study showing that while 51% of website visitors arrive via organic search traffic, only 5% show up from a social media site or application.

It reinforces the idea that social media marketing plays a supporting role in your digital marketing efforts, whose role is to generate buzz and encourage people to visit your site.

I would be curious if someone would run a study on how effective social media marketing is in obtaining links to your website. Any big digital marketing agency interested in doing such a study?

Ready to Get Serious About Online Marketing

Step 1: Blog every day.

Step 2: Share blog posts via social media.

For more details, talk to us. We’ll teach you how.

Contact Us

Related Posts

Fundamentals of Marketing Apply to Online Lead Generation Too, Part 2 Poor Marketing Fundamentals Hurts Online Marketing Part 1 of this post provides a tangible example of a small business which I feel (and this is stri...
When Do Your Link Building Practices Become SPAM Link Network Stuff SPAM Backlinks vs Good Backlinks Prior posts discuss how backlinks are critical to your Inbound Marketing success but that they are ways of obtaining...
What should I do to get a keyword ranking on Google’s first page... If you're trying to rank for "a" keyword, you're leaving aside opportunities to attract organic traffic. Mature websites rank for hundreds and in s...
Doing Your Own SEO is Not Crazy, It’s Inexpensive and Effective The other day the following post crossed my path on social media. How to do SEO on Your Own (If You're Crazy Enough to Attempt it) The point of the ...
How to Sell More Easily and Naturally with Presuppositions Presuppositional Phrases are the Language of Advertising “Nothing whitens better than Crest” “Why suffer another summer?” “This year, I’ll stop...

Leave A Response

* Denotes Required Field