The social media metrics your company uses to measure success or find opportunities should be based on your business goals. These are common metrics used to measure social media marketing performance:

• Impressions – Are you growing the number of people who see your brand on social?
• Engagement – Are people joining the conversation and sharing your posts?
• Mentions – How often are people talking about your brand?
• Social Referral Traffic – How many people click through to your website?
• Followers – How many people are in your immediate social networks?

To get the best picture of how social media is benefiting your company, look at social media metrics in tandem with the other channels. For example, are leads from social media referrals more qualified than those from paid media?

When your social media properties are managed appropriately, you see growth through targeted boosts or ads, carefully crafted copy, highly shareable resources, captivating imagery and platform-specific best practices. We believe in the value of gaining quality followers and qualified traffic, meaning your new followers should be members of your target audience – not just all breathing humans.

So avoid buying followers or using other questionable tactics, as it’s unlikely to help your business. When a social media account has vibrant and regularly posted content, backed with some professional strategies for promotion, quality followers grow naturally.

Very. Your company’s social media strategy should absolutely include video, especially for platforms like Instagram and YouTube. Every mainstream social media channel can support video assets, and 81 percent of businesses use video marketing to boost brand awareness and sales (HubSpot, 2018). Try incorporating a mix of live and produced (scripted and edited) videos into your social media strategy. These days you can create social media–worthy videos with just a smartphone and an editing app – and there are free apps out there to help with this.

If you’re looking for a more professional-grade video, perhaps with an optimized landing page, hire an agency like ours that offers video marketing and production supported by other digital content experts.