How do you measure your social media success? Views, engagement, likes, completion rates, shares, comments, and the list goes on. 51% of small and medium sized businesses surveyed by industry watcher Clutch said they use "Views" to measure their success. Views is the number of unique users that saw a message. Only 32% use audience growth ("Likes", "Followers") . This differs starkly from 2014 when 89% of businesses said they used audience growth as their ultimate measure.
Why the change in how to measure success? Many consumers are "silent engagers". These consumers receive the brand's message and have an increase in recall and awareness of the brand, but these consumers don't otherwise engage with the brand's post.
What does this mean for businesses that use social media such as Facebook, the number one platform in use? On Facebook from your Insights tab, track your Post Reach and Video Views. See what connects with your audience, and what doesn't.
Jay Taylor and his wife Julia own and operate Caney Creek Studio, a video production, digital marketing, and social media management agency. Read more about Jay by clicking on the LinkedIn button below.
Jay & Julia Taylor own and operate Caney Creek Studio. Caney Creek Studio is a video production, digital marketing, and social media management agency.