Understanding Non-Network Social Media Metrics and Their Impact on Your Success
Yes, social media marketing is a must. You need to have a presence on those networks that offer the most connection with your audience, certainly. You also need to be measuring the results of your efforts on those networks through metrics. With that being said, there are some important non-network social media metrics that you need to be concerned with. What are “non-network” metrics and why do they matter to your success?
What Are Non-Network Social Media Metrics?
Simply put, non-network social media metrics consist of vital information about your social media marketing activities that you won’t gain from network-enabled tools. For instance, you won’t find this information in Facebook Insights, or through Twitter’s metrics-measurement tool. They must be accessed, gathered and analyzed outside the network, and often in conjunction with metrics from other networks.
Examples of non-network social media metrics
Channel Performance: This metric tells you how well each of your social media channels is performing in terms of aggregated sub-metrics. For instance, the likes, shares and comments on Facebook will be combined. The retweets, mentions and replies on Twitter will also be combined. This tells you just how well each channel is performing overall and gives you the information necessary to determine if one network is better or worse for your needs.
Connection Rate: This metric refers to how quickly your social media team is able to reply and connect with your audience. Make no mistake – social media is about being social, even if you’re using it primarily as a marketing tool. If you’re not committed to engaging with your audience and actually communicating with them, your connection rate will be abysmal and your results will be subpar.
Choose Your Networks with Care
There are plenty of different social networks out there, and it can be tempting to create accounts on all of them. Avoid that temptation. Not all networks are right for you. While many businesses find that YouTube is useful, it might be the wrong choice for you. Google Plus might not have a high enough concentration of your ideal customers to be worth your time. Twitter might not fit with your company’s culture.
Choose the networks you use with care and it will also make measuring non-network social media metrics simpler. You’re able to automatically eliminate those networks that might not offer positive results off the bat, and focus on those that you know will provide good performance, high connectedness and better channel ROI. It’s really just being strategic with your time and money. The more carefully you choose your channels, the better your results will be.
Non-network social media metrics are just as important to measure as in-network metrics and constitute a significant advantage to your business. With this information, you can make needed changes, address challenges and better engage with your audience, all of which lead to better profitability and traction.
Understanding Non-Network Social Media Metrics and Their Impact on Your Success by Chris Tomlinson