1. Defining Proper Measurement Goal
Usually when participating in social networks, businesses will produce content, post these content on social networks, interact with fans on content or answer their questions via inbox. . However, there is an important part in that is measuring these activities, to evaluate the effectiveness of the effort that businesses have invested in social networks, sometimes not focused or sometimes done. not true.
Source: The goal of marketers when using the social networking platform – Sprout Social
The first step in measuring social campaigns is before getting into metrics, before talking about performance, it’s important to be clear about what the measurement is for. Each measuring goal will need the selection of different social indicators to track, different methods to evaluate the effectiveness.
The challenge of measuring on social media does not come from the lack of indicators to track or measure, but from the fact that there are so many different metrics, and in many cases the indicators. The social media you really need is hidden deep below the social metrics system. Determining the right goals so that you know how to choose the right things you need to track, and from there the right assessment is the first step to being able to optimize the effectiveness of your social networking campaigns.
2. Social Metrics Measurable
Each social network has a lot of metrics, but based on goals they can be divided into 5 different groups: Productivity , Accessibility , Interaction , Acquisition and Conversion . Among the above indicators, the first 3 groups are the parameters you can find on the measurement systems of social networking platforms, for example with Facebook it is in Page Insights or Ads Manager. With two groups of Attract and Transformthen, the indexes can come from measuring tools on platforms outside of social networks, to assess the impact of social media on other platforms in creating interactions, customer information or sales. get the product. The indexes of the latter group are also not only of social networks, but also ordinary business indicators, but are scanned according to the social network channel for analysis. Let’s go through the groups of social metrics to see their goals and what they include in them.
This is a measure of the activities and performance of the social team you are managing or working with, including content creation, posting, content optimization and the frequency of these tasks. You can measure the activity by:
- Content production rate: The number of articles, posts, videos, and images created for posting on social media in a certain period of time (day, week or month). .
- Publishing rate: the number of Facebook posts, instagram posts, Youtube videos posted in a given period of time (day, week, month).
- Content mix rate: percentage of content posted on social media by topic: what percentage for entertainment content, how much for brand-related content, how much content content is sourced from elsewhere, etc.
- Format mix rate: percent of types of content posted on social networks divided by type of content: what percentage is to post images, how much to share links, how many videos, how much is text, etc …
- Social marketing budget: The cost you use for producing content for social media channels in a given period is also an indicator to measure and track.
Source: Marketing Beam
These are social metrics aimed at the audience that the brand attracts and is following the brand on social media, the size of this audience as well as the ability to reach that audience through social networks. The greater the reach, the more likely it is to create more value for your business each time you trigger a social media campaign.
- Your brand’s user growth rate by social media channel over time (week / month) by dividing the number of new followers by the total number of current followers.
- The percentage of users mentioning the brand name (brand mentioned rate) on social media, often measured by social listening systems.
- The proportion of total reach to social media users among brand followers.
- The share of the brand’s followers (share of audience) compared to other competitors in the same industry / market.
- Share of voice rate of brand exchange (share of voice) compared with other competitors in the same industry / market.
Group of Hands Holding Speech Bubble Concept
Source: Social Media Week
The engagement metrics focus on who engage in a brand’s social media interactions. The higher the engagement metrics, the higher the relevance and quality of the content created with those who are following your business’s social media channels.
- Number of content shares (shares) on the average of all posts posted in a given time period.
- Average response rate for information from the brand’s social media administrator to questions or followers comments.
- Number of engagements per total followers using the total number of engagements divided by the total number of followers for a given period of time.
- Virality is calculated by dividing the number of shares by the total number of content posted during a given time period.
- Views and total minutes viewed are specific metrics for the video format to gauge how popular this type of content is. The reason for using words and because views and minutes should go together to become a meaningful social index.
Attraction metrics focus on tracking and evaluating the effectiveness of your social media activities on whether potential guests have a need to learn about a product or service. This is the first step in confirming a client’s interest and initiating a relationship with them. From this stage on, social metrics are measured not only from social networks but also from the overall business numbers. So, in theory, the metrics you see below can apply to any channel, but in the framework of this article, those metrics will default to be interpreted as applications for access coming from the network. society.
- Click-throughs & click-through rate (CTR): the number of clicks on the content and the generation of visits to the website or mobile via social media channels. CTR is calculated using the total clicks divided by the total number of impressions of that content in a given time period.
- Cost-per-click (CPC): the cost-per-click that comes from advertising for content on social networks.
- Email subscription / leads: the number of customers who leave information to learn more or to receive information about the product / service.
- Number of retained sessions from social media. Calculated by the total number of traffic coming from social networks minus the visits that “bounce” (visiting but not interacting and leaving the page, pageview <2)
- How long is the average onsite duration from social networks compared to the general standards of other traffic sources to evaluate the quality and relevance of users.
The rate of access from social networks to channels (social traffic ratio) is the percentage of visits from social networks compared to the total access of channels on web or mobile platforms.
Number of comments / inbox to find out information about products and services in each post or campaign. This metric applies if you’re only using social media for customer acquisition.
Source: Sprout Social
The ultimate goal of every marketing activity is to encourage potential customers to do something the brand wants to convert. A conversion can be whether they sign up for a service pack, download an ebook or buy a product on a website. Social conversion metrics are primarily measured on the platform where conversion occurs, be it the website, the app, or the social network itself. Similar to Attraction Groups , the metrics below are calculated exclusively for visits from social networks.
- The number of conversions (conversions) of the action the brand wants customers to take.
- Conversion rate (conversion rate) is calculated by dividing the total number of conversions by the total number of visits at each given time.
- Cost per action (CPA) cost per conversion is calculated by the total conversions divided by the total advertising costs.
- Average purchase order is an index showing how the value of orders from social media channels compared to other access channels.
- Average revenue per customer is the total revenue divided by the total number of customers who have performed a purchase in a given time period.
The groups of metrics outlined above, depending on the purpose of the measurement and the campaign you want to work on, you can use all of the metrics in one group, or you can choose one. or several metrics that are considered important and appropriate for each group to assess the overall customer journey, as well as draw efficiency at each stage.
3. Challenges Of Effective Social Network Measurement And Solutions
Even though you already know how to choose the right social metrics to track and effectively measure what your business is doing on social media, there are still a number of challenges that require you to mind to take actions to minimize them.
Dark social – access without origin
Source: Convince & Convert
Dark social – a term for traffic coming from a variety of channels that is normally inaccessible and originated by metrics like Google Analytics. So where do these so-called dark social traffic come from?
- Chat applications: such as messenger, snapchat, whatsapp, viber, etc … users chat with each other and send links through chat apps, these links usually do not have a tracking tag by default and therefore cannot be identified. original exact.
- Native mobile apps: By default, native mobile apps do not automatically have the referral for links clicked from within the app.
- Email: to protect the identity of the sender, by default email applications (gmail, apple mail, outlook, etc.), will not send referrals.
- SMS: links sent via sms are also default referral.
Sites with https: visits from https to http secure websites will not contain referral information.
The vast majority of these dark social traffic will be grouped together in the direct traffic group in measurement tools like Google Analytics.
A solution to lessen the impact of dark social media might include always having the full tracking tag attached to all the links you share on social networks and different channels. However, this only alleviates, does not completely eliminate the problem because there is still a lot of dark social traffic coming from users sharing links themselves without tracking tags.
Inaccuracy of measurement tools
Measurement tools like Page Insights, Google Analytics help us to see the data from which to draw conclusions, so we expect these tools to provide accurate information. But what if the data from these tools is incorrect or the information provided doesn’t make sense as it should? Understanding the strengths and weaknesses of measurement tools is the next step in improving the effectiveness of your campaigns.
Facebook Page Insights is quite famous for being frequently found out for providing false information and then repeatedly having to adjust it. These deviations are sometimes quite important social metrics. For example, the difference in shares when taken from Graph API and mobile search results, incorrectly reporting live reactions, incorrectly reporting the average video viewing time, incorrect organic reach display, etc. (1) Although Facebook has fixed these errors, the incorrect parameters from the time before being fixed will still exist on the system. The solution is you need to know when these errors arise and how they impact the data you see for review.
Reports from Facebook Page Insights have also been particularly complained about the figures in which sometimes there are misleading or inconsistent naming (2). You can only read very carefully the explanation of what these metrics mean from Facebook or at least about the metrics you decide to use for your reports.
Google Analytics does not accept adjusted tracking tags by default and this causes traffic from social networks to default to not being classified as Social, but will be included in the Referral group which is inherently incorrect. You can correct these errors without difficulty, instructions for handling these problems can be easily found when searching or viewing at the following article (3)
The rise of video social networking
Source: youth newspaper
Recently new social networking platforms based on video formats are increasingly popular, typically Tiktok attracting a large number of users. This new social network thus becomes more attractive to advertisers, with the desire to touch an increasingly large audience. However, because it is still new, the measuring foundation for the above activities is still simple. Therefore, if you invest in advertising costs and content production on new social networking channels such as Tiktok, businesses will need to accept the difficulty in assessing the real efficiency coming from this channel.
The above challenging factors always exist, and although there are solutions to somewhat limit it, it is not completely avoidable. The best way is to accept that there will be certain flaws in what you see, and always be aware of the issues that can cause big errors and unrealistic social metrics. Avoiding these problems will help you more accurately evaluate the social media activities you are doing.
Hope the content of this article will give you a clearer and more oriented view on how to measure and evaluate the effectiveness of your social media marketing activities. business in the most effective way.