The goals of social media marketing are mainly reflected in three aspects: improving brand awareness, promoting sales, and improving customer loyalty. Based on these three basic goals, multiple measurement dimensions and specific measurement indicators can be set up. By evaluating each indicator, the degree of achievement of the three goals can be reflected to detect the effectiveness of corporate social media marketing.
1. Improving brand awareness indicators
The indicators for improving brand awareness mainly include exposure measurement, influence measurement, and interaction measurement.
Exposure measurement includes: content impressions; total coverage; channel views; search results display times.
Influence measurement includes: subscriptions; average monthly views; number of followers; number of fans; number of followers of reposters; number of friends of interactors; number of users following.
Interaction measurement includes: subscriptions; number of followers; number of fans; number of shares; number of channel views; number of comments; number of reposts; number of private messages; number of clicks on shared links; number of likes; page visits; number of tags; number of times shared on social media.
2. Sales promotion indicators
Sales promotion indicators include: cost per click; cost per visit; cost per conversion; conversion rate; cost per potential consumer; cost per sale; revenue obtained; number of sales; revenue per consumer; profit per consumer.
3. Customer loyalty indicators
Customer loyalty indicators include: number of consumers receiving customer service through social media channels; number of consumers saved through social media channels; service cost; percentage of using online self-service and offline customer service; customer retention rate;
Average active time of retained consumers; lifetime value of consumers; frequency of interaction on social channels.