KPI in SMM: how to evaluate the effectiveness of SMM promotion
SMM efficiency is mainly dynamically. This means that you can’t just look at the monthly publication reach figure and understand that it’s a good indicator. You always to analyze how this indicator has dynamically. To previous periods. However. There are also parameters
whose required value can be set in the plan,
and then expectations can be email data with actual results. In this article, we will figure out how to assess this rather subtle matter – SMM efficiency.
Let’s start with the fact that there are commercial and image goals for using social networks. In the first case, a company uses SMM to prepare a user to make a purchase, in the second case, it forms the perception of the brand, establishes which leads to a purchase only indirectly, in the long term.
The SMM goal determines which indicators
First. We will consider general KPIs that are important for any purpose, and then individual indicators for the commercial and image functions of SMM.
This is an important indicator both for raising brand awareness and for advertising purposes, since a large community allows you to organically (i.e. free of charge) reach people with informational or sales publications.
The effectiveness of who should define the best sources of funding the SMM specialist’s actions to attract an audience is using the following formula. In conjunction with this indicator, you need to calculate the dynamics of unsubscribes using a similar formula. After all, a specialist can attract a large, but not target audience – such people will not stay on the page for long.
If you use paid promotion in parallel cmb directory with organic promotion, you need to evaluate the audience growth rate using the formula. The number of new subscribers can be taken into account with a net increase, that is, by subtracting from it the number of unsubscribes for the reporting period.
Don’t forget to also check for fake accounts. These are profiles with abstract or other people’s photos, without personal information, with a huge number of people as friends and continuous reposts, various advertising spam in the feed.
