Within the current market landscape, businesses need to pay to play and extend their social activity to include paid social media in order to meet business goals. Consequently, paid social media has become an essential tool for businesses to connect with their target audience, increase their reach, and achieve their business objectives.
For your business to thrive on social, you need to understand the best social objectives that align with your business goals.
The primary objectives include increasing brand awareness, engagement, traffic, lead generation and conversions. Each objective chosen requires a unique set of metrics to measure success and optimise the social media strategy for your paid social media activity to thrive.
In this blog, we will explore the 2 common paid social media objectives and the essential metrics to measure them, providing a guide to help your business achieve its digital goals and align with your business goals.
- Brand Awareness
Brand awareness is a crucial objective for new brands or products entering the market. Social media provides an opportunity to reach a large and diverse audience, making it an effective platform to create awareness about your brand or product. The success of a brand awareness campaign can be measured through various metrics, including reach, audience growth rate, engagements, and followership.
Reach- is the number of people who have seen your content. It is a crucial metric because it measures the potential audience size for your brand or product. For example, if your brand awareness campaign reaches 100,000 people, you have the potential to increase your brand’s visibility and attract new customers.
Audience growth rate – is another important metric to track for brand awareness. It measures the rate at which your social media audience is growing. For instance, if your audience grows by 10% in a month, it shows that your brand awareness campaign is reaching new audiences and generating interest.
Engagements – are actions taken by your audience in response to your social media content, including likes, comments, and shares. High engagement rates indicate that your content is resonating with your audience and increasing brand awareness.
Followership – is the number of people who choose to follow your brand on social media. A high number of followers means that people are interested in your brand, and it can help create a sense of legitimacy and trust in your brand.
- Brand Engagement
When it comes to brand engagement, the goal is to increase brand perception and advocacy. This means that brands want their audience to have a positive perception of their brand and to actively promote it to others. To achieve this, brands need to create content that meets the needs and interests of their audience.
Measuring engagement is a crucial aspect of tracking the success of a brand’s content strategy. Engagement refers to the actions that people take in response to a brand’s content, such as likes, shares, and comments. By measuring engagement, brands can understand how well their content is resonating with their audience and make improvements accordingly.
The quality of engagement is just as important as the quantity. A post with a high number of likes may indicate that the content is popular, but it doesn’t necessarily mean that it’s driving engagement or advocacy for the brand. By measuring other engagement metrics such as shares and comments, brands can understand how their content is driving conversation and engagement around their brand.
Stay tuned for more of our ‘Social Media Objectives and Metrics’ in the coming weeks!