Social media can be a harsh terrain to navigate. Whether for businesses or freelancers, the social media landscape is often fraught with uncertainty and only one unfortunate constant…change. The best way to understand where to start or where to go next is through consistent measurement. No, the number of “likes” or favorites is not useful, nor are they any indication that you’re “doing” social right.
In an attempt to shed some light on the subject and steer individuals and businesses back on a path toward meaningful social media marketing, here’s a list of 5 social media metrics that are actually worth measuring.
- Resolution Rate
It’s a pretty well-known rule that if you have an idea on the Internet, there’s at least one person who will criticize it. Businesses on social media know this feeling all too well, as miscommunication among staff and outright faux pas have received intense backlash from followers. Anticipating these types of interactions and developing processes to resolve them quickly is a great step toward a more successful social media presence. Enter Resolution Rate: the ratio of inquiries that were resolved to all other inquiries. This social media metric allows you to ensure you’ve got a grip on the two-way street that is social media interaction. [Read more…]