As social media marketing becomes more sophisticated, it’s important that you’re doing everything you can to track its success. You’ve probably heard all about engagement metrics, like “likes,” “comments,” “shares” and more, but these are all very surface-level metrics. How can you analyze your social media marketing campaign to make sure that your customers are truly coming away having had a satisfying experience?
Here are a few of the most important types of metrics for measuring customer satisfaction on social media.
- Volume metrics. Your inbound volume measures how many messages you get through social media, which will give you an idea of how many of your customers use social media as their preferred method
of communication. Your response volume indicates the number of responses you’ve sent out. As your volume grows, you will have a better idea of when you need to allocate additional resources to your marketing and business efforts.
- Topic metrics. Analyze the amount of times your brand is mentioned without specifically including your social media account in the post. This could also include hashtags or uses of company slogans. You can pair this with sentiment metrics (which we’ll discuss later) to get a good idea of how people feel about your company overall.
- Response metrics. How well are you responding to your customers through social media? Keep track of your average response time, the percentage of inquiries or comments to which you respond, the amount of time it takes for issues to be solved and other similar issues to make sure that you are meeting the needs of your customers and engaging with them efficiently and effectively.
- Sentiment metrics. These metrics are what key you in to how people feel about your brand. Look at your brand mentions and determine the tone of the messages. To give yourself some context as to how you’re doing within your industry, analyze some of the sentiment metrics for your competitors as well. See what they’re doing right and what you’re doing wrong, and vice versa. You can also see what people say about your company when you prompt them with questions about how you’re doing, and measure whether those responses are different than unprompted responses.
These kinds of metrics will never tell the whole story, but they will add a lot of depth and insight to the surface-level engagement metrics you’re used to tracking. Let us know if you have any questions.
by Christine Kelly
CEO and Queen Bee | Viral Solutions LLC