30 Social Media Metrics That Matter Throughout the Customer Journey
Which social media metrics matter most at different stages of the customer journey? Read about some important ones to consider here.
Metrics matter: a three part series (part three)
Marketing Analytics: Customer Journey Mapping
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The Social Media Customer Journey
Consumers turning to social media to research, engage with and (unfortunately) complain about Dealers is nothing new. However, post-lockdown, we’re seeing consumers are more tech-savvy and increasingly impatient.
In fact, Marketing Delivery recently conducted a Consumer Survey whereby 44% said that since the pandemic, they expect Dealers to respond more quickly to their enquiries via social media platforms for both Sales and Aftersales.
Every comment or review – good or bad – should be publicly responded to as quickly as possible to rectify the situation (or give thanks) and clearly show the rest of your followers that you’re active online and happy to help.
However, businesses should then direct the conversation off-line to avoid escalation. Encourage the customer to direct message you their best contact details and be sure to follow up as soon as possible to prevent a second complaint.
Social Media Metrics That Matter Part 1: Engagement Rate
When it comes to measuring success on social media, it’s important to look beyond just the number of followers.
While having a large audience is great, it’s the level of engagement that truly demonstrates the impact and effectiveness of our content. Engagement rate is a metric that measures the level of interaction between our audience and our posts, providing valuable insight into what resonates with our followers and drives conversations.
A high engagement rate means that our content is not only being seen, but it’s also driving reactions, comments, and shares. It’s a sign that we’re effectively connecting with our audience and creating a community around our brand or personal account.
On the other hand, a low engagement rate may indicate that our content isn’t resonating with our audience and may require a shift in our content strategy.
So, let’s strive for not only a large following, but also a highly engaged community!
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