SOCIAL MEDIA METRICS and GOALS 社交媒體指標及目標

如何量度社交媒體成效?

有什麼指標可作為參考?

社交媒體的目標又是什麼呢?

社交媒體的目標可以包括:

1）品牌意識，2）宣傳大使影響，3）參與，4）銷售線索生成 和 5）投資回報率。

1. 品牌知名度

傳統上，衡量品牌的知名度需要通過報告或調查的形式以反映，但新的社交媒體指標可以幫助營銷人員探討品牌在公眾眼中的看法。

觸及面：

覆蓋面是品牌可以訪問粉絲或關注者的數量。 營銷人員使用覆蓋面來識別潛在的展示次數。

印象：

展示次數可指出有多少客戶或潛在客戶，在任何社交媒體資料中實際看到了某條信息。

參與度：

參與度是指與品牌網頁或內容互動的用戶數量。

2. 宣傳大使的影響

質量較數量重要。

3. 參與

參與可以根據社交平台而變化。

提高參與度可以促進網站流量，並促使潛在客戶關注渠道。

4. 銷售線索生成

主要是測量：

• 從社交媒體產生的潛在客戶

• 從銷售轉換為合格的營銷銷售線索

• 受市場推廣而促成的銷售數量

• 每個銷售線索的成本

5. 投資回報率

轉化率：

一旦您確定了轉化為潛在客戶的訪問者數量後，請繼續跟踪轉化為正式客戶的潛在客戶數量，並生成轉化率。然後，您式就可以了解到每個渠道，是如何直接驅動，和相關的投資回報率了。​

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How to measure social media performance?

What indicators can be used as references?

What are the goals of social media marketing?

Goals can include:

1) brand awareness, 2) ambassador influence, 3) engagement, 4) lead generation and 5) ROI.

1. Brand awareness

Traditionally, measuring brand awareness required direct responses through the form of a report or survey, but there are some social media metrics that can help marketers understand public perception.

REACH:

Reach is the number of fans or followers a brand has access to.

Marketers use reach to identify potential impressions.

IMPRESSIONS:

Impressions tell how many customers or prospects may have actually seen a post on any social media profile.

ENGAGEMENT:

Engagement refers to the number of users interacting with a brand’s page or content.

2. Ambassador influence

Quality is valued over quantity.

3. Engagement

Engagement can vary based on social platform.

Boosting engagement can drive site traffic and propel prospects down the funnel.

4. Lead generation

It’s important to measure:

• Leads generated from social

• Conversions from lead to Marketing Qualified lead

• Number of Marketing Influenced Sales

• Cost per lead

5. ROI

CONVERSION RATE:

Once you’ve identified the number of visitors turning into leads, continue to track the number of those leads that convert into customers and generate the conversion rate. You can then understand how each channel directly drives ROI.

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