Social media marketing platforms like Argyle help marketers measure and track Key Performance Indicators – often referred to as KPIs – related to their social media marketing efforts.

Social KPIs are usually much different than general business indicators, but are similar in the sense that they provide marketers simple metrics to help understand their programs and make better decisions.  Here are a few examples of Social Media Marketing KPIs that you might consider tracking:

• Outcomes (leads, conversions, revenue, etc.) per community or platform. Understanding how each of your social outposts (Twitter, Facebook, etc.) are contributing to the bottom line is an essential part of social media marketing.  Tracking which social media community drives outcomes lets you more effectively allocate (or divert!) your resources.  Shameless plug:  Argyle’s social media conversion tracking feature makes this a piece of cake.
  

• Lifetime value per outcome. This KPI follows directly from the first.  Make sure that the social media programs that are generating outcomes are actually generating long-term value.  For example, Facebook might generate lots of leads…but the leads might convert at a sub-optimal rate or the leads that convert might not stick around as long as those coming from another source.
  

• Feedback quantity by community or platform.  For some businesses – particularly consumer brands – relevant customer feedback is an essential marketing outcome.  Prioritizing communities according the value of the customer chatter is another way to make sure that you’re making investments in social channels that pay off.
  

• Interactions per post. Interactions – comments, likes, retweets, etc. – per post is a fairly common metric in most social media marketing platforms.  Though a smaller scale metric, tracking the interactions per post helps you understand which content, offers, campaigns, etc. create engagement and makes it easier to hone in on what works and what doesn’t.

By no means is this a comprehensive list and your KPIs may differ depending on your business and your social media marketing goals.  Hopefully these metrics give you a great starting point for more accurately tracking your social media marketing campaigns.

Leave a comment and let us know: What KPIs do you use?  What ways would you like to see Argyle Social incorporate them?

Eric

–
Research for this entry provided by our newest marketing intern, Greg de Lima.