Beyond Likes: Metrics That Matter in Organic Social Media
January 4, 2024
Everyone wants followers and likes, but are they really helping your business’s bottom line? Account growth and engagement are absolutely necessary and part of a sound strategy, but if you are not funneling and optimizing your audience, your social media account growth will not equal bank account growth.
Let’s talk about two key metrics that truly matter in the world of organic social media growth and will actually “show you the money.”
Key Metrics for a Conversion-Focused Strategy
1. Click-Through Rate (CTR): Moving Beyond the Feed
CTR measures the percentage of people who clicked on a link compared to the total number of people who saw the post or story (in the case of Instagram).
It’s a critical metric for assessing the effectiveness of your content in driving actions beyond the social media platform.
2. Conversion Rates: From Followers to Customers
The ultimate goal is not just likes but conversions. Track the percentage of your audience who take the desired action, whether it’s making a purchase, signing up for a newsletter, or downloading a resource.
Tactics to Optimize your Content and Improve Conversions
1. Understand Your Audience
Tailor your content to your specific audience and utilize analytics tools to gain insights into the demographics, interests, and behaviors of your followers. Leverage this information to create content that aligns with your brand, but also resonates with the unique preferences of your audience.
2. Try and test new things
Experiment with different post formats to conduct A/B tests on different types of content to understand what resonates best with your audience. Analyze the results to refine your content strategy continuously.
3. Remain consistent
Establishing a regular posting schedule and engagement routine is a must to maintain and grow your presence. Develop a content calendar that supports your business goals and addresses the customer journey.
4. Engage with your community
Social media is not a one-way street. Actively engage with your audience through comments, direct messages, and discussions. Respond promptly to queries, express gratitude for positive feedback, and address concerns empathetically to build genuine connection and foster a loyal and active community.
5. Leverage User-Generated Content (UGC)
Encourage your audience to create content related to your brand. UGC not only diversifies your content but also strengthens your brand’s authenticity and reputation. This is especially important for product brands in the e-commerce space.
As businesses continue to invest in social media, it’s crucial for digital marketers to shift their focus from vanity metrics to those that truly impact business objectives.
Our approach to organic social media at GG Communications is always focused on return on investment for our clients, striking a balance between what works on social and what will bring our clients the highest return. Visit our services.