{"id":52449,"date":"2023-10-11T17:57:57","date_gmt":"2023-10-11T17:57:57","guid":{"rendered":"https:\/\/digitalsmb.org\/engagement-metrics-whats-new\/"},"modified":"2024-10-04T21:43:41","modified_gmt":"2024-10-04T21:43:41","slug":"engagement-metrics-whats-new","status":"publish","type":"post","link":"https:\/\/digitalsmb.org\/es\/engagement-metrics-whats-new\/","title":{"rendered":"Engagement Metrics: What\u2019s New?"},"content":{"rendered":"\n
\"\"<\/figure>\n\n

New Engagement Metrics to Watch in Social Media Marketing for Small Businesses<\/h2>\n\n

In the ever-changing world of social media marketing, keeping up-to-date with the latest trends and metrics is crucial. While ‘likes’ and ‘follows’ were once the pinnacle of engagement, we have moved into an era where these numbers are just the tip of the iceberg. As a small business owner, your focus should be on metrics that truly reflect how well your brand is resonating with your audience. This post will delve into the new engagement metrics you should be paying attention to for effective small business social media marketing. <\/p>\n\n

Why Are Traditional Metrics No Longer Enough?<\/h3>\n\n

In the past, social media success was largely determined by vanity metrics like likes, follows, and shares. While these metrics are still useful for gauging general interest and reach, they don’t necessarily paint the full picture of your online performance or audience engagement. The shortcomings of traditional metrics have become especially evident in recent years, with platforms like Instagram even considering the removal of like counts from public view. Let’s dive deeper into why these metrics are no longer sufficient:<\/p>\n\n

Shifting Algorithms<\/h3>\n\n

Social media platforms are continuously adjusting their algorithms, affecting how and to whom your content is shown. For instance, Facebook has updated its algorithm to prioritize posts from friends and family over those from brands. This makes the number of likes or shares less indicative of how well your content is genuinely performing.<\/p>\n\n

For a comprehensive understanding of these algorithm changes, Moz has an excellent guide on social media algorithms<\/a> that is a must-read for any small business owner involved in social media marketing.<\/p>\n\n

The Rise of ‘Fake’ Metrics<\/h3>\n\n

There has been a surge in accounts that use fake likes and follows to boost their perceived popularity, making these metrics unreliable. Websites and services that sell these fake metrics have undermined the authenticity of traditional metrics.<\/p>\n\n

Check out this report by The New York Times<\/a> on the economy of fake likes and follows, and how they can distort social validation metrics.<\/p>\n\n

Beyond Surface-Level Numbers<\/h3>\n\n

Likes and follows are surface-level metrics that don’t necessarily translate to conversions or sales. You could have thousands of likes on a post and still not see any measurable increase in website visits or revenue. For this reason, deeper metrics like engagement rate per follower or Customer Lifetime Value (CLV) offer much more actionable insights.<\/p>\n\n

This Forbes article Why Engagement Trumps Reach in Social Media<\/a> explains why it’s time to shift your focus from traditional metrics to those that truly measure engagement.<\/p>\n\n

Limited Scope of Data<\/h3>\n\n

Traditional metrics like likes and follows often don’t tell you much about user behavior or preference. New metrics, on the other hand, can indicate how long someone spent looking at your post, whether they clicked through to your website, or even how much they spent as a result of a social media ad.<\/p>\n\n

To understand more about these ‘engagement metrics,’ the social media management tool Hootsuite offers a comprehensive guide<\/a> that expands on what each of these metrics are and why they are important.<\/p>\n\n

Understanding these limitations should prompt any small business owner to look beyond likes and follows and dig deeper into metrics that actually convey the level of engagement and, ultimately, the success of their social media marketing strategies.<\/p>\n\n

What New Metrics Should Small Businesses Focus On?<\/h3>\n\n

In the ever-changing landscape of social media marketing, small businesses must adapt and refocus their strategies based on metrics that offer real insights. But what are these new metrics and why are they crucial for small businesses? Let’s explore some of the key performance indicators (KPIs) that can truly make a difference in your social media strategy. <\/p>\n\n

Engagement Rate Per Follower<\/h3>\n\n

One of the most telling metrics today is the engagement rate per follower. This metric gives you an idea of how actively your followers are interacting with your content, which is much more informative than simply counting likes or shares.<\/p>\n\n

Para aprender a calcular esta m\u00e9trica para varias plataformas de redes sociales, consulta esta gu\u00eda paso a paso de Sprout Social<\/a>.<\/p>\n\n

Click-Through Rate (CTR)<\/h3>\n\n

La tasa de clics es otra m\u00e9trica importante a seguir. Es la proporci\u00f3n de usuarios que hacen clic en un enlace espec\u00edfico en su publicaci\u00f3n con respecto al n\u00famero total de usuarios que ven la publicaci\u00f3n. Un CTR alto generalmente indica que su contenido es efectivo para fomentar la acci\u00f3n, llevando a su audiencia m\u00e1s abajo en el embudo de ventas.<\/p>\n\n

Neil Patel ofrece una inmersi\u00f3n profunda en el CTR<\/a> y c\u00f3mo mejorarlo para obtener mejores conversiones.<\/p>\n\n

Conversion Rate<\/h3>\n\n

La tasa de conversi\u00f3n se centra en la cantidad de clics o interacciones que realmente dieron como resultado el resultado deseado, como realizar una compra o completar un formulario de contacto. Esto es crucial para las peque\u00f1as empresas porque se correlaciona directamente con el retorno de la inversi\u00f3n.<\/p>\n\n

Para obtener una gu\u00eda completa sobre la optimizaci\u00f3n de la tasa de conversi\u00f3n, incluidos consejos adaptados a las redes sociales, visite el art\u00edculo completo de CXL Institute<\/a>.<\/p>\n\n

Customer Lifetime Value (CLV)<\/h3>\n\n

Comprender el valor del ciclo de vida del cliente le permite estimar los ingresos totales que un cliente generar\u00e1 durante toda su vida. Esto puede ayudarlo a asignar su presupuesto de marketing de manera m\u00e1s efectiva, con el objetivo de relaciones a largo plazo con los clientes en lugar de ventas \u00fanicas.<\/p>\n\n

Harvard Business Review tiene un art\u00edculo de lectura obligada<\/a> que explica por qu\u00e9 el CLV es una m\u00e9trica esencial y c\u00f3mo calcularlo con precisi\u00f3n.<\/p>\n\n

Share of Voice<\/h3>\n\n

Share of Voice (SOV) representa la participaci\u00f3n de tu marca en las conversaciones en tu industria o nicho. Esto incluye menciones, acciones y otros tipos de interacciones en comparaci\u00f3n con sus competidores. El SOV te da una idea del posicionamiento de tu marca en el mercado y de lo bien que lo est\u00e1s haciendo para captar la atenci\u00f3n de la audiencia.<\/p>\n\n

Obt\u00e9n m\u00e1s informaci\u00f3n sobre Share of Voice y c\u00f3mo medirlo con esta gu\u00eda de Brandwatch<\/a>.<\/p>\n\n

Average Response Time<\/h3>\n\n

El tiempo medio que tarda tu marca en responder a las consultas o comentarios de los clientes puede ser un indicador importante de la calidad de tu servicio de atenci\u00f3n al cliente. En el acelerado mundo digital actual, los clientes esperan respuestas r\u00e1pidas y efectivas.<\/p>\n\n

Para obtener consejos sobre c\u00f3mo mejorar los tiempos de respuesta en las redes sociales, Social Media Examiner<\/a> tiene un art\u00edculo perspicaz sobre el tema.<\/p>\n\n

Net Promoter Score (NPS)<\/h3>\n\n

El NPS mide la experiencia del cliente y predice el crecimiento del negocio haciendo una simple pregunta: “En una escala de 0 a 10, \u00bfqu\u00e9 probabilidad hay de que recomiende nuestra empresa\/producto\/servicio a un amigo o colega?” Esta puntuaci\u00f3n puede ofrecer informaci\u00f3n sobre la lealtad y la satisfacci\u00f3n de sus clientes.<\/p>\n\n

Qualtrics ofrece una gu\u00eda completa sobre c\u00f3mo utilizar el NPS de<\/a> forma eficaz, especialmente en el contexto del marketing en redes sociales.<\/p>\n\n

Al comprender e implementar estas nuevas m\u00e9tricas, las peque\u00f1as empresas pueden mejorar enormemente la efectividad de sus campa\u00f1as de marketing en redes sociales. Por lo tanto, no conf\u00ede \u00fanicamente en m\u00e9tricas obsoletas; en su lugar, conc\u00e9ntrese en estos KPI para crear una estrategia m\u00e1s s\u00f3lida e informada para su marca. <\/p>\n\n

A continuaci\u00f3n se muestra una tabla que compara las nuevas m\u00e9tricas en t\u00e9rminos de por qu\u00e9 son importantes, qui\u00e9n deber\u00eda usarlas y d\u00f3nde encontrarlas o c\u00f3mo medirlas.<\/p>\n\n

Metric<\/th>\u00bfPor qu\u00e9 es importante?<\/th>\u00bfQui\u00e9n deber\u00eda usarlo?<\/th>D\u00f3nde medir o c\u00f3mo obtener m\u00e1s informaci\u00f3n<\/th><\/tr><\/thead>
Engagement Rate Per Follower<\/td>Ofrece informaci\u00f3n sobre c\u00f3mo interact\u00faan activamente los seguidores con el contenido, m\u00e1s all\u00e1 de los “me gusta” y las acciones.<\/td>Gestores de Redes Sociales, Equipos de Marketing<\/td>Gu\u00eda de Sprout Social<\/a><\/td><\/tr>
Click-Through Rate (CTR)<\/td>Indica la efectividad del contenido en el impulso de acciones, un factor importante en la generaci\u00f3n de leads y conversiones.<\/td>Especialistas en marketing digital, creadores de contenido<\/td>Gu\u00eda de CTR de Neil Patel<\/a><\/td><\/tr>
Conversion Rate<\/td>Se correlaciona directamente con el ROI, inform\u00e1ndole cu\u00e1ntas interacciones conducen a los resultados deseados, como las ventas.<\/td>Propietarios de peque\u00f1as empresas, gerentes de comercio electr\u00f3nico<\/td>Gu\u00eda del Instituto CXL<\/a><\/td><\/tr>
Customer Lifetime Value (CLV)<\/td>Allows budget allocation for long-term customer relationships, rather than one-off sales.<\/td>Business Analysts, Marketing Strategists<\/td>Harvard Business Review<\/a><\/td><\/tr>
Share of Voice (SOV)<\/td>Provides a snapshot of your brand\u2019s standing in industry conversations relative to competitors.<\/td>PR Teams, Brand Managers<\/td>Brandwatch\u2019s SOV Guide<\/a><\/td><\/tr>
Average Response Time<\/td>Indicates quality of customer service; faster response times can lead to higher customer satisfaction.<\/td>Customer Service Teams<\/td>Social Media Examiner\u2019s Tips<\/a><\/td><\/tr>
Net Promoter Score (NPS)<\/td>Measures customer loyalty and satisfaction, predicts business growth.<\/td>Customer Experience Managers, Executives<\/td>Qualtrics NPS Guide<\/a><\/td><\/tr><\/tbody><\/table><\/figure>\n\n

These new metrics offer invaluable insights that go far beyond traditional measures.<\/p>\n\n

How to Measure These New Metrics?<\/h3>\n\n

The next logical question that comes to mind is, how do you go about measuring these new metrics? Understanding the metrics is only half the battle; implementing them in a way that offers actionable insights is key for small businesses looking to optimize their social media marketing strategy. Here are some tools and methods to consider:<\/p>\n\n

Use Analytic Platforms<\/h3>\n\n

One of the most straightforward ways to measure these new metrics is by using social media analytic platforms. Tools like Google Analytics<\/a>, Sprout Social<\/a>, and HubSpot<\/a> provide robust tracking and reporting features that can give you a deep dive into these key performance indicators.<\/p>\n\n

For beginners, Google’s Academy for Ads<\/a> offers a free course on how to use Google Analytics effectively. <\/p>\n\n

Here’s a table that provides an overview of various tools that can be used for this purpose, what they specialize in, and their pricing:<\/p>\n\n

Metric<\/th>Recommended Tools<\/th>Specialization<\/th>Pricing<\/th>Where to Learn More<\/th><\/tr><\/thead>
Engagement Rate Per Follower<\/td>Sprout Social, Hootsuite<\/td>Comprehensive social media management and analytics<\/td>Starts at $99\/month for Sprout Social, $29\/month for Hootsuite<\/td>Sprout Social<\/a>, Hootsuite<\/a><\/td><\/tr>
Click-Through Rate (CTR)<\/td>Google Analytics, SEMrush<\/td>Web analytics, SEO and PPC<\/td>Free for Google Analytics, Starts at $119.95\/month for SEMrush<\/td>Google Analytics<\/a>, SEMrush<\/a><\/td><\/tr>
Conversion Rate<\/td>Optimizely, Hotjar<\/td>A\/B Testing, Heatmapping<\/td>Starts at $50\/month for Optimizely, Free tier available for Hotjar<\/td>Optimizely<\/a>, Hotjar<\/a><\/td><\/tr>
Customer Lifetime Value (CLV)<\/td>HubSpot, Salesforce<\/td>CRM, Customer Segmentation<\/td>Starts at $50\/month for HubSpot, $25\/month for Salesforce<\/td>HubSpot<\/a>, Salesforce<\/a><\/td><\/tr>
Share of Voice (SOV)<\/td>Brandwatch, Mention<\/td>Social Listening, Brand Monitoring<\/td>Custom Pricing for Brandwatch, Starts at $29\/month for Mention<\/td>Brandwatch<\/a>, Mention<\/a><\/td><\/tr>
Average Response Time<\/td>Zendesk, Freshdesk<\/td>Customer Service, Ticketing<\/td>Starts at $5\/agent\/month for Zendesk, $15\/agent\/month for Freshdesk<\/td>Zendesk<\/a>, Freshdesk<\/a><\/td><\/tr>
Net Promoter Score (NPS)<\/td>Qualtrics, SurveyMonkey<\/td>Customer Feedback, Surveys<\/td>Custom Pricing for Qualtrics, Free tier available for SurveyMonkey<\/td>Qualtrics<\/a>, SurveyMonkey<\/a><\/td><\/tr><\/tbody><\/table><\/figure>\n\n

Before committing to a tool, it’s a good idea to take advantage of any free trials or demos to ensure that it meets your needs.<\/p>\n\n

A\/B Testing<\/h3>\n\n

A\/B testing involves creating two different versions of your content to see which one performs better based on a specific metric, such as CTR or conversion rate. This is a highly effective way to directly measure the impact of changes to your social media campaigns.<\/p>\n\n

To understand how to implement A\/B testing specifically for social media, take a look at AdEspresso’s comprehensive guide<\/a>.<\/p>\n\n

Customer Surveys<\/h3>\n\n

Sometimes, the best way to measure metrics like Customer Lifetime Value (CLV) or Net Promoter Score (NPS) is to go directly to the source: your customers. Various tools can help you conduct these surveys, such as SurveyMonkey<\/a> or Qualtrics<\/a>.<\/p>\n\n

For an in-depth look at how to create effective customer surveys, Qualtrics offers a guide<\/a> that can be particularly useful for small businesses.<\/p>\n\n

Monitor Customer Interactions<\/h3>\n\n

To calculate Average Response Time, you\u2019ll need to monitor customer interactions on your social media channels. Many Customer Relationship Management (CRM) software suites offer this capability. Brands like Zendesk<\/a> or Salesforce<\/a> can help you keep track of this metric effectively.<\/p>\n\n

Salesforce’s blog provides insights<\/a> on how to measure customer service metrics like Average Response Time.<\/p>\n\n

Benchmark Against Competitors<\/h3>\n\n

When measuring metrics like Share of Voice, you also need to understand how your competitors are performing. Tools like Brandwatch<\/a> and SEMrush<\/a> can help you analyze your Share of Voice relative to your competitors in the industry.<\/p>\n\n

SEMrush\u2019s blog has an article<\/a> outlining how to effectively benchmark against your competitors, which is a must-read for small businesses.<\/p>\n\n

Invest in Training<\/h3>\n\n

Lastly, these metrics are only as valuable as your ability to interpret them. Consider investing in training for your team. Many online platforms, such as Coursera<\/a> and Udemy<\/a>, offer courses on social media analytics.<\/p>\n\n

Udemy’s Social Media Analytics Course<\/a> is an excellent resource to get started on understanding these metrics in-depth.<\/p>\n\n

If you’re looking to decide on a training tool for your business or personal needs, the following table provides an overview of different training tools, their specialization, pricing, and additional features. This should help you make an informed decision.<\/p>\n\n

Training Tool<\/th>Specialization<\/th>Pricing<\/th>Additional Features<\/th>Where to Learn More<\/th><\/tr><\/thead>
Udemy<\/td>Broad Range of Topics<\/td>Starts at $9.99\/course<\/td>Certificates of Completion, Mobile App<\/td>Udemy<\/a><\/td><\/tr>
Coursera<\/td>Academic and Professional Courses<\/td>Free to $79\/month<\/td>Accreditation, Mobile App<\/td>Coursera<\/a><\/td><\/tr>
LinkedIn Learning<\/td>Business and Tech Skills<\/td>$29.99\/month or $239.88\/year<\/td>LinkedIn Profile Integration, Certificates<\/td>LinkedIn Learning<\/a><\/td><\/tr>
Pluralsight<\/td>Tech and Software Development<\/td>Starts at $29\/month<\/td>Skill Assessments, Learning Paths<\/td>Pluralsight<\/a><\/td><\/tr>
MasterClass<\/td>Celebrity-Taught Classes<\/td>$180\/year<\/td>High Production Value, Workbook Included<\/td>MasterClass<\/a><\/td><\/tr>
edX<\/td>Academic Courses from Universities<\/td>Free to $300\/course<\/td>Verified Certificates, MicroMasters Programs<\/td>edX<\/a><\/td><\/tr>
Codecademy<\/td>Coding and Programming<\/td>Starts at $19.99\/month<\/td>Interactive Learning, Projects<\/td>Codecademy<\/a><\/td><\/tr>
Skillshare<\/td>Creative Skills<\/td>Starts at $8.25\/month<\/td>Community Features, Short Classes<\/td>Skillshare<\/a><\/td><\/tr>
A Cloud Guru<\/td>Cloud Computing<\/td>Starts at $35\/month<\/td>Real-world Labs, Exam Simulators<\/td>A Cloud Guru<\/a><\/td><\/tr>
Simplilearn<\/td>Professional Certification Training<\/td>Course-specific Pricing<\/td>Live Online Training, Exam Vouchers<\/td>Simplilearn<\/a><\/td><\/tr><\/tbody><\/table><\/figure>\n\n

This table summarizes some of the best platforms available for various types of training.<\/p>\n\n

By implementing these measurement methods and tools, you can take a more data-driven approach to your social media marketing, enabling more effective decision-making and strategy optimization for your small business.<\/p>\n\n

Are These New Metrics Universal?<\/h3>\n\n

Another vital question to ponder is the universality of these new metrics. Can they be applied across various social media platforms and industries, or are they specific to certain niches? Well, the answer is a bit of both, and here’s why:<\/p>\n\n

Platform-Specific Metrics<\/h4>\n\n

Certain metrics are platform-specific, meaning they are only applicable to a particular social media channel. For example, “Saves” is a key metric on Instagram but doesn’t exist on platforms like Twitter. Similarly, “ReTweets” and “Likes” are Twitter-specific metrics that you won’t find on LinkedIn.<\/p>\n\n

Here’s a table that outlines whether these new metrics are universal, as well as some platform-specific metrics you might consider.<\/p>\n\n

Metrics<\/th>Universal?<\/th>Facebook Specific<\/th>Instagram Specific<\/th>Twitter Specific<\/th>LinkedIn Specific<\/th>Where to Learn More<\/th><\/tr><\/thead>
Engagement Rate Per Follower<\/td>Yes<\/td>Page Engagement Rate<\/td>Engagement Rate by Reach<\/td>Engagement Rate<\/td>Engagement Rate<\/td>Sprout Social<\/a><\/td><\/tr>
Click-Through Rate (CTR)<\/td>Yes<\/td>Link Click-Through Rate<\/td>Bio Link Click-Through Rate<\/td>Link Clicks Rate<\/td>Sponsored Content CTR<\/td>Neil Patel<\/a><\/td><\/tr>
Conversion Rate<\/td>Yes<\/td>Off-Facebook Conversion Rate<\/td>Instagram Shopping Conversion Rate<\/td>Website Conversion Rate<\/td>Conversion Tracking<\/td>CXL Institute<\/a><\/td><\/tr>
Customer Lifetime Value (CLV)<\/td>Yes<\/td>Facebook Value Optimization<\/td>N\/A<\/td>N\/A<\/td>N\/A<\/td>Harvard Business Review<\/a><\/td><\/tr>
Share of Voice (SOV)<\/td>Yes<\/td>Brand Mentions<\/td>Brand Mentions<\/td>Brand Mentions<\/td>Brand Mentions<\/td>Brandwatch<\/a><\/td><\/tr>
Average Response Time<\/td>Yes<\/td>Facebook Messenger Response Time<\/td>Time to First Response in DMs<\/td>Time to First Reply<\/td>InMail Response Time<\/td>Social Media Examiner<\/a><\/td><\/tr>
Net Promoter Score (NPS)<\/td>Yes<\/td>N\/A<\/td>N\/A<\/td>N\/A<\/td>N\/A<\/td>Qualtrics<\/a><\/td><\/tr>
Cost Per Click (CPC)<\/td>No<\/td>Yes<\/td>Yes<\/td>Yes<\/td>Yes<\/td>WordStream<\/a><\/td><\/tr>
Impressions<\/td>No<\/td>Yes<\/td>Yes<\/td>Yes<\/td>Yes<\/td>Google Analytics<\/a><\/td><\/tr>
Video Views<\/td>No<\/td>Yes<\/td>Yes<\/td>Yes<\/td>Yes<\/td>Tubular Insights<\/a><\/td><\/tr><\/tbody><\/table><\/figure>\n\n

Notes:<\/strong><\/p>\n\n