Ukrainian companies are increasingly give birth to a Facebook page, and plan marketing activities in view of the area of social media. For those entrepreneurs and managers, whose company only came into social networks, often the question arises, what are the key indicators of quality (not quantity) measurement of successful interaction with users. Hopefully, today’s publication of them is useful.David Merton and Johnny Bentwood in Technobabble 2.0 blog published an article “8 social media metrics you should be monitoring”, dedicated to the key indicators for monitoring social media. It is an organization of monitoring for a company that is just starting in social media activity. Today we publish a translation of this publication in Russian language. Himself Johnny Bentwood – Edelman analyst and author of a startup TweetLevel – kindly agreed to place the material in Russian for AIN.UA, for which we are grateful.
The first page on Facebook, dedicated to a specific product or business to your company as a whole – is the cornerstone of the company in an attempt to master the marketing potential of social media. Your page looks elegant, it has a good set of marketing data about the company, data on the interaction with users and posted on it for sure attractive content. But whether he likes your customers? And more important – like whether your page and your offer to potential buyers so that they reflect on the actual purchase what they saw online? To answer these questions, an experienced business owner should be monitored for at least 8 figures in social media, which are equally important for small business and large company.
1. User Experience vs. Short-term hit to the page
The functional activity of daily stories of users (The Daily Story Feedback) – this is an indispensable tool in every asset of Facebook-marketers. It allows you to track the number of “Laikov” on the page, as well as details about how to actually and hownumber of the interaction between users and the page (here and below used the tools offered by administrators to pages within the section Facebook Insights – approx. AIN.UA). Comment on whether customers are your positions in the social network? Post your posts if they are somewhere else (repost, retweets)? Those who are engaged in research on social media, explained that the monitoring of this group of indicators allows an entrepreneur to assess the level of “viability” of their Facebook-page. You can see those users who click on the link «like» like a small sticker on the bumper cars, and those who keeps coming back and literally “attached” to your page. That increased interaction with the last group of users is one of the indicators, the most anticipated business activity within social networks.
2. Unique visitors vs. Repeated transitions to the page of the company in social media.
You get excellent curious redirect consumers to their site? This is an important quality that must be used constantly in the pages of Facebook. At the same time is really productive for you to be the conversion of a visitor who came to you in search of a product or service, and became a constant visitor, who comes again and again to learn more about the company, product and services, as well as new proposals and additions. A user who accidentally got on your page is proof of what you have done a good job of promoting your brand. According to the analysis of indicators presented in the blog Radian 6 customer returning again and again to the page of the company, he began to associate the company with the leader in this field. A potential buyer is interested in how the company is currently organizing the specifics of certain sales suchetom web widgets, or web services. As providers of wireless Internet access was given the opportunity to use social networks anywhere, the rate of total and unique clicks will be useful in evaluating advertising in social networks.
3. Subscriptions and Subscribers
An entrepreneur who reasonably suited to the issues of capitalization of the Internet in general and in particular SMM, already knows that it is important to gather a base of email addresses of its customers. Client wishing to receive regular updates of products, services or company news can become a regular part of an effective marketing campaign. For this purpose, and established a feedback mechanism between the company and the client. The specifics of marketing in social media, on the other hand, requires that the first step in doing it is the consumer. One of the most important indicators, according to experienced bloggers – this is the number of subscribers to the service or the company can gain not only in the short term, but in the long run.
4. Responses and emotional reactions to the posts
Forrester analyst Nate Elliott (Nate Elliott) notes that high-quality user interaction with the page is a critical indicator that entrepreneur simply can not ignore. Have your customers on your page about a particular product, to express their displeasure? Or they praise your product in every way, but want the company to bore more responsibility for the slow customer service? Emotions that cause your company among users of social networks – whether they are positive? Do not complain about the users of the fact that your posts to social networks are too generalized, untrue or incomplete information given?
Work on the quality of food offered solutions, services and similar – over the quality of posts in social networks. Especially note the criticism of their actions, which occurs in the interaction of consumers and companies that write on the page in social networks. If customers feel that the entrepreneur has created a simple page, but does not track the response to it, they are unlikely to return and even dissuaded others from taking part in anything on your page.
5. The number of page views
You already know that every page in the social media should be perceived and interpreted by the employees of the company as a separate landing page, a kind of stand-alone proposal from your company’s users of the social networks. In the language of social media marketing, this means that profits and sales potential of your product, you must remove the possibilities of interaction with the commentators, from discussing your photographic material on Facebook, from the home page, Facebook profile, and of course – from the side of the page, which contains a direct call to action for the potential buyer (a so-called “call-to-action area” – approx. AIN.UA). Ask yourself: do you progress in this direction?
Careful monitoring of the total number of page views and views of individual sections and the comparison of indicators makes it possible to increase the overall effectiveness of the “send”, which is ultimately responsible to the social media your corporate website. Thus increases the ability of your company to focus and retain the interest of each user to a specific page. For example, if a potential customer clicks and goes from the wall of your page in Facebook in an area with discussions (under the “Discussion” – approx. AIN.UA), and then immediately leaves your page, it is – an obvious signal that you need to revise the structure of secondary and formatting of your page in Facebook. Conversely, if a customer clicks on a variety of different links from a page on Facebook at the main site, in front of you – proof that your company has succeeded in order to “warm up the appetite” for the user to obtain more information about a product or service.
6. The number of acts performed by the user
Pay close attention to quantitative indicators of user interaction with your Facebook page. This concerns not only about the “Husky” and the comments to posts on your Facebook page. For example, if your corporate Facebook page has a section with video clips, user survey, some game or application information, coupons, discounts wasps that can get users social network – keep track of the activity level of each of these components on the page. Sometimes the level of interest users on a given application can show you how to adjust the campaign in the social network. Experts in the field of new media have noted that the company, the leading blog, website or blog, must make adjustments in promotions and marketing activities accordingly to how the behavioral interactions of users with their content.
All activities are, of course, in this case should be directed to longer retain the user to the main website of the company. Taking into account the totality of user actions can be planned marketing activities so as to attract more users and heat level of interest in a particular product or specific service to your company. It is not enough simply to create a Facebook page and add a couple of applications, regardless of the fact whether they are interesting to users / customers or not.
7. Re-posts and retweets
Analysts estimate the Social Times service number and repost retweets as an indicator of loyalty to the company. This service allows you to monitor the level of loyalty to Bernd from consumers of your products or services, casual visitors page for your company’s social network or even your friends. The total number of retweets, “Laikov” and repost in your blog or a corporate page on Facebook or other social networks, the number of video views, uploaded to your account at the video services – all indicators of how close the relationship is established between your company and regular users social services.
8. Indicator of the number and depth of referrals (slick-through)
At the end of each day, the entrepreneur should keep track of the number of visitors to the page of the company, which went to your page on a social network Web site. In terms of marketing online intelligence value of this index is called the depth of the transitions (index «click-through» – approx. AIN.UA). This indicator can tell a lot about how your product or service users are interested in a particular social network. If the user has the same Facebook wants to know more about the brand or company as a whole, the level of referrals to the site and depth of these transitions are a great testimony to the company about its product is worth buying. Do not forget to regularly and often to measure this indicator: it can serve as an excellent basis for adjustments and planning your future campaigns in social media.
No Replies to "8 important indicators to promote companies to Facebook"