Measuring Social Media Advertising Effectiveness

With digital advertising or marketing gaining more and more popularity, brands are relying heavily on social media marketing. As the new generation of customers are more inclined towards digital mediums for information, digital marketing is turning out to be the best medium for showcasing or highlighting a brand. However, once you decide to get into social media marketing, it’ll cost you money and whenever you spend on advertising, the desired results are lead generations and more importantly lead conversions. Measuring social media advertising effectiveness will help you understand and compare different marketing channels and the efficiency of each channel.

By understanding the social media performance metrics, you can rationalise the amount you’ve spent and is it giving you the desired results. Any investment needs to justify the returns, and ROI for social media marketing can be understood by certain marketing measuring tools. Moreover, once you have an idea on which type of social media marketing or platform is getting you the most business, or which particular platform is showing the maximum results, you can plan ahead for future advertising costs, and modules. Here are certain metrics that’ll help measuring social media advertising effectiveness.

A standard social media algorithm generates maximum views when a certain post has the most number of engagements. With this social media performance metric, a brand gets a fair idea on what types of posts are getting the most engagement and is it reaching the desired audience. Correspondingly, as there is a lot of content on social media, having engagements on posts signifies that people are interested in the brand. Retweets, likes, bookmarks, and number of views on stories or videos are all considered as post engagements.

Reach and Impressions

Both of these social media performance metrics are an indicator of how many people have seen your post. While reach is an indicator of how many people have seen the post once on their social media feed, and impressions define the number of times your post has appeared on a single users’ news feed.

When people like a brand’s content or products and services, they often mention the brand in their own posts. The mention feature is used by individuals, other associated brands or social media influencers.

Once a brand starts becoming famous, a social media community is built. The number of followers or subscribers is your community. There will always be a rise and fall in the number of community members, but it has to be monitored closely. While taking a look at your community, you will get an idea on the type of audience that is most interested in your brand.

Measuring social media advertising effectiveness is a tedious process, but is quite helpful in the long run. Evaluating your social media posts, and advertising, a branding campaign can be put in the right direction.