Pay Attention To The Following Social Media Metrics
Which Social Media Metrics Should You Ignore?
“Vanity metrics” is a term you may or may not have heard of. It refers to the criteria by which we assess our traffic and online viability. What we are coming to learn is that many of these used to measure “results” can frequently be misleading and need to be politely ignored.
Here are a few you can safely ignore:
- Facebook Likes, Twitter Followers and LinkedIn Connections – Whoever has the larger numbers wins, correct? If only. The truth is, more virtual bodies following you results in better conversions only when you are actively engaging with them, and building a relationship. Having loads of likes or followers who never make the transition to customers is essentially pointless.
- Comments – Again, with the objective being to increase conversion, merely creating a blog post that titillates and creates a large number of comments, but generates no leads, is a waste of a blog post. Make the reason they comment have something to do with leading them further down the path toward conversion, say for example topical question.
- Impressions – Mainly used in your advertising, the volume of ad impressions is relatively useless, as it does not indicate any measurable action. Simply having your ad display in front of a couple of million computer screens is no real measure of how it performs. Rather, take a look at click-thru rates and conversion rates.
A terrific piece on this is available at HubSpot.
Metrics you’ll need to keep an eye on:
- Shares of your content – Even though this is not a concrete statistic, having your content shared in whatever form is a step in the right direction. This indicates that your content making an impression (the right kind!) and is being shared around.
- Social mentions, citations – Especially now that Google is including social signals (mentions) into the search algorithm, these can be most helpful. Not only will it help with search, but in addition authority as your content continually gets shared.
- Conversions – The holy grail, so to speak. If all of your social media and content isn’t ultimately resulting in conversions, you need to take a look at it.
Read more about this at Mashable.