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How to Evaluate If Your Social Media Has Worked Well This Year

women assessing Houston social media optimization strategy
Measure this year’s social media data and optimize your strategy for your Houston business.

Social media optimization in Houston is a strategic tool that can help boost the growth of your business. As the year draws to a close, it’s crucial to pause and assess your social media efforts to see if your strategy has been paying off. So, how can you determine if the past year has been successful in terms of generating more income through your social media channels?

To assess social media performance over the previous year, there is a range of metrics you can use to evaluate your success in the areas of marketing, awareness, engagement, and customer service. By analyzing these metrics, you can uncover trends, patterns, and insights that will help you refine and optimize your plan for the upcoming year.

At Bizopia, our dedicated professionals assess your social media performance, plan targeted strategies, and efficiently manage your platforms for optimal results. We understand the complexities of social media optimization and stay updated on the latest trends so we can keep your business at the forefront. Contact our team today to find out how we can handle your social media presence so you can focus on running your business.

Identify the Best Value for Money with Social Media Optimization

These marketing metrics show how effective your social media spending has been this past year, providing important insights into how each dollar spent has translated into earnings for your business.

This data not only shows which particular social media strategies have been profitable, but also highlights areas where resources may have been inefficiently allocated. This guides you toward better budgetary decisions in the future.

  • Conversion Rate: This is the percentage of your social media audience that completes a desired action on your page, like buying a product, subscribing to a newsletter, or filling out a form. To determine if your conversion rate indicates a good Return on Investment (ROI), compare the revenue from these conversions to the cost of your social media campaign. Generally, you can calculate the conversion rate by dividing the number of conversions by the number of clicks.
  • Click-Through Rate (CTR): The click-through rate (CTR) measures how often people click on a link in your posts to access more content. A high click-through rate suggests that your content is engaging and compelling enough to make users want to learn more. To calculate the click-through rate (CTR), simply divide the total number of clicks by the total number of impressions. Then, multiply the result by 100 to obtain your CTR as a percentage.
  • Cost Per Click (CPC): This is the average amount you pay for each click on your social media ads. A lower CPC can indicate that your ads are performing well. However, the value of those clicks in terms of conversions is also crucial. If a low CPC is accompanied by high conversion rates, it suggests a profitable return on your social media investment.
  • Cost Per Impression (CPM): This measures the cost of one thousand impressions or views of your social media post. A lower CPM generally indicates a better ROI, as it means you’re reaching more people for less money. However, like CPC, the value of these impressions in terms of engagement and conversions is also crucial in determining the actual ROI.

Measure Your Audience Awareness and Engagement

It’s not enough to just post content and hope for the best—an effective social media strategy should result in active awareness and engagement. By tracking your metrics, you can see how many people are seeing your content, what kind of engagement you’re getting, and how much attention your brand is getting in general.

  • Reach: Reach refers to the total number of unique users who have seen your post or content. It helps you understand how far your content is spreading on social media. A higher reach means your content is reaching a larger audience.
  • Impressions: Impressions measure how many times your post or content has been displayed on a user’s screen, regardless of clicks. It shows the potential visibility of your content, but not necessarily user engagement.
  • Engagement Rate: Engagement rate is the percentage of people who interacted with your post (likes, comments, shares, or clicks) compared to the number of people who saw it. A higher rate means your content is resonating well with your audience and encouraging interaction.
  • Amplification Rate: Amplification rate measures how often your followers share your content with their own networks. It’s calculated by dividing the number of shares by the total number of followers (then multiplying by 100 to get a percentage).
  • Audience Growth Rate: This is the rate at which your social media following is increasing. Calculate it by subtracting the number of followers at the start of a period from the number of followers at the end, then divide by the original number and multiply by 100 to get a percentage.

Assess Your Customer Service on Social Media Platforms

Social media has become a critical component of customer service. Customers now expect companies to be readily available, responsive, and engaged on social platforms. Your job is much more than simply monitoring comments; you need to be actively participating in conversations and addressing any concerns swiftly.

  • Average Response Time: This metric is vital as it measures how quickly your brand responds to comments, inquiries, or complaints on social media. A lower average response time indicates better customer service, showing your commitment to addressing customer concerns promptly. Calculate it by adding up all response times and dividing by the number of responses given.
  • Customer Satisfaction Score (CSAT): CSAT is a simple and effective metric for gauging overall satisfaction with your brand on social media. It uses a survey to ask customers to rate their satisfaction on a scale (often 1-5 or 1-10).
  • Net Promoter Score (NPS): NPS measures customer loyalty and satisfaction. It assesses how likely customers are to recommend your brand by asking one question: “How likely is it that you would recommend our [company/product/service] to a friend?” Promoters rate your brand 9-10, passives rate 7-8, and detractors rate 0-6. Calculate the overall NPS by subtracting the percentage of detractors from the percentage of promoters.

We Can Manage Your Houston Social Media Optimization Strategy

With our expert team managing every aspect of your online presence, you can trust us to take charge of navigating the intricacies of this ever-changing digital landscape. Contact us at Bizopia today and let us help you craft a successful strategy that will strengthen your competitive edge and help grow your business.