Important social indicators for the “customer journey”

In digital marketing, one of the primary goals of any business should be to deliver the best possible customer experience. To do this, professionals use a number of social metrics that they use Get real data about what your customers think of the company’s products or services.

Social metrics are used to measure users’ interest in a brand or service and their “feelings” about it.

-Scope: Some social networks like Facebook describe reach as the number of users who view posts at least once. It differs from “impressions” in that they tell more than one visualization of a person. At this point it should be clear that these metrics have decreased due to algorithms, for example the average reach of a Facebook post at the end of 2020 is 5.2%, so it’s just a metric of vanity.

-Engagement: Engagement is a complex metric because it assumes the user is taking a series of actions related to a company or brand’s publications. This metric is usually the main reason brands partner with influencers as they tend to get very good engagement from their followers.

-Visibility: This is a different metric from the previous one and is used for social media ads and videos. In this sense, an ad gets “Visibility” when the user sees 50% or more of it. According to YouTube, increasing your visibility by 50-90% can increase your advertising profit by up to 80%.

-Brand awareness (brand recognition): This metric measures the number of users who recognize a brand. Many companies often conduct brand identity studies and ask users, “What brand do you think of when you talk about (category)?”

-Development of the community: It is very important to measure the number of people who follow and interact with the brand. While many followers don’t become customers, maintaining popularity on social media is important. It is not just the quantity that counts, but the quality. Some accounts concentrate on collecting followers and do not “filter” them, the result is usually a large community but with little interaction, which leads to low conversions, as these are mostly followers who are not really interested in the brand or whose products are of interest.

-Conversion: It is the metric that enables you to know how many followers are “approximated” to the metric as it shows how many people are doing commercial actions. These actions could include downloading an e-book, signing up for a mailing list, subscribing to a sample of a product or service, buying the product, getting a quote, and so on.

-Social traffic: While social media is important to businesses, blogs and websites often serve as the “hub” of any marketing strategy. Social traffic is the metric used to measure the number of users who switch from social networks to the blog. This step indicates how many users are really interested in the company.

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