Social networks have become in recent years one of the best ways to promote a product, service and even a company.
However, what I see is that many traffic managers have lost focus on what really matters: the results of the campaign.
In fact, a publication can have zero likes, as long as it has reached the right people and they in turn have clicked on the campaign link.
And within the campaign link they have performed the action you want. That needs to be the focus of a social media post.
Beware of vanity metrics
What I see these days is that social networks cultivate a bit of vanity. And this starts in people’s personal profiles.
So when we publish something we want to get a lot of likes and comments. That’s even normal. But it can’t be a metric for a company’s campaign.
If you are based on likes and comments you may lose focus on what really matters for your business, which is to sell and profit.
Therefore, the number of likes a publication has, as well as the number of comments it has received, is nothing more than a pure vanity metric.
What should be measured in a publication?
There are some metrics that are really relevant for the business. One of them is the number of clicks on the link that your publication had.
This represents the number of visitors attracted to your site. This number of visitors is an indicator of how many interested people the campaign was able to attract.
In addition, it is also important to measure the cost per lead and cost per customer that a campaign has achieved. This data is essential.
In this case, what you should calculate is how much you spent in total and divide by the total number of customers interested in your product or service.
Ideally, this cost should be low. In fact, the lower it is, the better it will be for your company, as it represents less expenditure to attract customers and more effectiveness of the campaign.
What’s the best social network indicator?
In my opinion, the best indicator will always be ROI. It shows the return on each real that was invested in a campaign.
So if you invested $ 20 thousand, and returned $ 40 thousand, then each real invested was able to return $ 2 for your business. In this case, the campaign was worth it.
ROI is very interesting because it is an index that really focuses on the result, and shows that it was worth investing in that campaign. To calculate it, simply apply the following formula:
- ROI = (revenue generated – costs and investments) / costs and investments
The value represents the amount of times that your capital has returned. Therefore, if the ROI value is 1, it means that each R$ 1 spent returned R$ 1 more.
In this sense, when defining a strategy for your social networks, be careful with vanity metrics, and focus exclusively on result indicators.
