Surely you have heard or read about the well- known KPIs in Social Networks in terms of actions within a digital marketing plan . To take a starting point, we are talking about the key performance indicator. Or what is the same: key performance indicators to measure the effectiveness of our predetermined actions within a specific strategy . These KPIs are the ones that allow us to clarify and identify the productivity that is bringing together said strategy.
How To Implement The KPIs
We start from the basis that the KPIs in Social Networks are established as the goals that will assess the success or failure of the tactics and procedure that is executed during the strategic management process . For example, we could put the case of carrying out the implementation of an editorial content calendar on social networks . This could be a starting point from which to establish our first objectives in the short, medium and/or long term . In this sense, we are going to bet on the delimitation of a categorization of KPIs in terms of organic management of Social Networks .
Potential Goals And Related Social Media KPIs
Next, we are going to highlight some of the basic objectives and the KPIs with which they would go hand in hand:
Audience And Community Growth
Within this first matrix, the founded objective of increasing the community in the different social channels will be motivated, for example, with the New Followers KPI , as well as the one that tells us who has Unfollowed .
The active participation of the audience with the publications on the different social media channels is a scenario whose objective is a priority. We could analyze this level of engagement based on KPIs such as the comments generated , the posts shared , the CTR index , the reactions in content (Like, Retweet, Saved…) or other indices such as the engagement rate .
Improve Brand Awareness
The recognition and continuous memory of a brand is paramount. A practical way to maintain a continued echo within the market in which it is displayed. To achieve the goals that we establish in this section, we could look at indices such as the number of impressions of the posts or the organic searches that are generated in this regard.
Increase Web Traffic
The visibility of a brand , service or business ultimately translates into that generation of web visibility. A traffic (seeking to be qualified) among a target or potential audience . In this way, to evaluate the development towards the fulfillment of the objective in question, there are several performance KPIs that can glimpse this path. For example, the sessions generated to the web from the Social Media part, the average duration of the visit or the number of page views will be a great KPI reference in social networks to take into account.
More and more people are guided by the comments, ratings and reviews of third parties to make a certain decision. For example, when deciding to complete a transaction. In this way, this reputation can be measured if KPIs are established such as the volume of ratings per channel that have been registered or their average rating .
These are just some examples of -based on what objectives-, what are the KPIs that we can use. The idea as we point out is to give viability to our analysis and evolutionary follow -up of a certain strategy in terms of organic management of Social Networks.
Specific Objectives: SMART Index
The principles of the SMART methodology will be established as the necessary foundations that will support the objectives that we want to set within a certain strategy. A path in which the proposed goals are ranked based on the most objective effectiveness possible.
What Does SMART Mean?
The execution model to set these objectives implies that they must meet a series of premises . These will be formed from this SMART acronym (Specific, Measurable, Achievable, Relevant, Time-bound). The objectives should be:
- Specific : in this sense, each and every one of the objectives that are set must be as specific as possible, being realistic within the possibilities that it presents in the product/service sector of a certain business.
- Measurable : practically all digital marketing specialists will have the maxim “What is not measured cannot be improved” tattooed on fire . In this way, it is understood that all the objectives set must have a numerical determination to assess and analyze their success or failure .
“What is not measured can not be improved”
- Achievable : we could also translate it in that they must be realistic and feasible to achieve. That is, avoid setting a goal that more than being an objective supposes a chimera.
- Relevant : in this sense, some objectives must be stipulated that truly contain that ingredient of transcendence that can enter the scene in the development of the strategy. We could ask ourselves what positive effect they can generate later on the business that is managed.
- Temporary : setting a starting point and another end point in a formal period in which carrying out the objectives set is essential. The possibility of being able to take steps by scheduling tasks and actions to be carried out will be a plus in the organization . At the end of the day, what is pursued is the achievement of these goals.
It is always advisable to set very well what the key objectives will be in order to focus the sights based on the KPIs that interest us the most and make it easier for us to reach the proposed goal.
All KPIs Are Metrics, But Not The Other Way Around
Based on what has been said so far, we can ensure that KPIs are metrics linked to the development of a strategy based on predetermined objectives of the company to achieve a specific purpose. This way we will be able to evaluate and verify if we are climbing towards said objective .
However, we must rescue the statement that not all metrics are KPIs , since their analysis does not have to offer efficient data on the strategies implemented. Therefore, although all KPIs are business metrics, not all metrics are KPIs. Their main difference lies in the way they can be interpreted to lead to certain conclusions.
Other Differences In A KPI And A Metric
Unlike KPIs, a metric determines a more generic value . They are also characterized by sharing data in more percentage or numerical terms in relation to a certain action within the activity. Meanwhile, as we saw previously, the KPI is aligned with a set objective and will allow this monitoring to validate its progress. It will even be modular and capable of being modified to adapt to the optimization of the strategy.