The Relationship between Goals and Social Media
In the age of social media, brands can’t hide anything from their customers.
Your audiences can learn everything they need about your business from other consumers. As such, companies can’t just “talk the talk” anymore. Whether it’s coming through with new product features or providing excellent customer care, you need to ensure you’re delivering on your promise.
Organizations that are effective at maintaining customer relationships in the social media landscape are often those with brand authenticity.
Social Media Business Objective
Social Media business objectives are the specific and measurable results companies hope to maintain as their organisation grows.
Goals are linked to the social media campaign intention, and experiments with the different posts will gain value over time.
Therefore, we can track performance in every part of our campaign to ensure they’re moving in the right direction.
Brand Advocacy
A brand advocate is someone who elevates your brand through word-of-mouth marketing. The conversation starter is your social media campaign, and your engagement rate will prove it.
Brand advocates leave positive reviews about your product. They also refer new customers and create content on your behalf. Brand advocates even contribute valuable insights to your user personas.
Now that 92% of customers seek social recommendations before buying, advocates are a powerful part of your marketing strategy.
Who are Your Brand Advocates?
A brand advocate is anyone who supports your company’s growth.
This includes:
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Customers: Customers are not affiliated with your company. This makes their support more genuine and influential to future clients.
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Employees: Employee advocates know everything about your business. Their inside knowledge and relatable nature make them a powerful tool in advocacy.
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Business partners: Charities, organizations and other companies affiliated with your brand also influence purchasing decisions.
Content Curation
Content curation is the act of finding and sharing excellent, relevant content to your online followers.
With content curation, companies deliver a wide variety of content to their customers, keeping them engaged with well-organized and meaningful material.
In today’s fast-paced and competitive marketplace, content curation is becoming increasingly popular as a way of keeping up with growing customer demands for information and entertainment.
The Benefits of Content Curation
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Efficient and cost-effective brand building. Curating content costs less than creating it.
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Thought leadership potential: The right content demonstrates your knowledge and understanding of your industry, increasing your credibility as an industry leader.
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Maintain conversations with your audience: The more content you share, the easier it is to keep your customers engaged.
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Unlock networking opportunities: Sharing other people’s content helps you to build relationships with those people. Curation is a great way to connect with influencers and future partners.
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Show your selflessness: Curation demonstrates to your audience that you’re not just interested in talking about yourself.
Conversion Tracking
Conversion tracking is when a brand monitors the actions consumers take toward completing a business goal. These actions can include signing up for a newsletter, downloading a content offer or adding an item to a cart. Conversion tracking is a way to determine the effectiveness of an advertising campaign, design change and other marketing components as consumers move toward conversion.
What Should Conversion Goals Be Tracked?
Conversion tracking tools like Google Analytics require account managers to define measurable goals for conversion. Goals are typically connected to specific pages, events, products, and services.
Examples of conversion goals:
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Direct people to a physical store location
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Increase site visitors
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Contact a business via call or message
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Add item to cart
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Make a purchase
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Sign-up for a newsletter
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Download content offer
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Play a video
Which Key Performance Indicators Do I Track?
There are a variety of key performance indicators related to conversions themselves and other metrics that suggest the effectiveness of conversion efforts.
Examples of KPIs for conversion:
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Number of conversions
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Conversion rate
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Cost per conversion/acquisition
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Bounce rate
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Pages per visit
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Hits on the destination page
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Events (played videos, download content)
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Session duration
KPIs like conversion rate evaluate conversions themselves, while metrics like events take into account actions that will eventually lead to conversions. For example, a social media viewer may lead to a sale down the line. It is not definitively measurable; however, a link to consistent social media brand awareness will lead to sales.
How do I calculate the conversion rate?
To calculate the conversion rate, divide the total number of conversions by your desired metric (clicks, ad impressions, sessions on-site, etc.).
Your KPIs will indicate how well or close you are to meeting your goal. For example, if your goal is to increase the number of purchases for an eCommerce site, one target KPI is the number of customers who land on a “Thank you page” after buying an item.
You can also track KPIs for consumers who are close to meeting a conversion goal and then take steps to ensure the completion of your goal. For example, suppose a customer adds an item to a shopping cart but abandons the cart. In that case, you can use a retargeting campaign via Google AdWords to display ads for the abandoned items and increase the chance of a conversion.
How Do You Find Social Media ROI?
With social commerce, you can bypass many traditional purchasing routes by using built-in e-commerce features, such as Instagram Shopping or Pinterest Shopping Pins, and marketing your products to an existing and engaged audience.
Essentially, social commerce allows businesses to engage users where they already are and turn their social media engagement directly into sales.
