You don’t want to spread yourself too thin by trying to create different content for different platforms. Once you set your goals, it’s best to convert them into KPIs or key performance indicators. These are the key metrics that will act as evidence for your social media success.

A like or reaction is a simple, easy action to take—but leaving a comment means your audience actually has something to say. Engagement rate measures the number of engagements (likes, comments and shares—each of which we’ll be explaining in more detail below) your content gets as a percentage of your audience. Second, engagement sends powerful signals to the social media algorithms, which can help expand your reach. First, engagement shows that your audience is interested enough in the content you post to take some kind of social action. Keep reading for a complete list of the essential social media metrics to track in 2024. Finally, Technology keeps changing at a rapid pace, and so does social media.

Other costs you may need to incorporate into your digital marketing budget include marketing services for copywriting, videography and design. If your budget allows, you can work with a traditional marketing agency, which can cost anywhere from $75 to $300 per hour. If you’re on a shoestring budget, you may want to hire freelancers from popular gig sites, such as Upwork, Fiverr and Freelancer.com, which can cost as little as $15 per hour. For example, Twitter, now X, was once a top platform, but the social channel now appears to be struggling.

Spot high-performing content, recurring themes, and possible content pillars. This simple but powerful framework helps you evaluate your competitors from every angle. As you follow the above process, record your answers to the following questions. You’ve probably felt the strain, and the situation is exacerbated without a strategy.

It’s easy to feel like you’re constantly one step behind or that everyone else has it all figured out. Now that you have a good understanding of the benefits of social media marketing, how to build your strategy and analyze your impact and results, I’m going to share some popular social media marketing platforms next. Social media metrics are data related to the success ofyour posts, and your impact on your audience and customers on various platforms. These metrics may include data about levels of engagement, likes, follows, shares, and all other interactions on each platform.

Additionally, by using social media B2B companies can provide information to other stakeholders on their sustainability activities. By using data from social media companies will be able to provide products and services which are demanded by society. Additionally, social media can be considered as a tool that helps managers to integrate business practices with sustainability (Sivarajah et al. 2019).

Social media platforms offer massive reach, allowing businesses to showcase their products or services to diverse audiences that may align with various segments of their brand. It also provides valuable data on customers’ behaviors, preferences, and feedback. Tracking the performance of your campaigns also enables your business to tailor its marketing efforts and improve the overall customer experience. You won’t be able to determine whether your social media strategy is successful unless you take advantage of analytics and track data. Each social media platform has its own analytics features but you may also invest in a social media analytics tool to track all platform data in one place.

As its name suggests, this metric tracks every time users click on your links, ads, or other content. If you are racking up a lot of clicks, it’s a good sign that your content is eye-catching and engaging. Reddit is a community-driven platform with many niche subject-based forums called subreddits. You can target specific subreddits with ads or engage with consumers on industry-specific forums to showcase your expertise. Pinterest is a visual discovery platform with a unique audience — people looking for creative inspiration. Like most major platforms, Pinterest allows you to run paid ads to help drive traffic and sales straight from the platform.

Listening Basics allows you to use monitor conversations, SSoV, keywords, mentions, and hashtags, taking the guesswork out of your marketing. Impressions can be higher than reach because the same person might look at your content more than once. Alternatively, you can look at the number as a whole to get an idea of how many people thought your post resonated well enough with them to take an action while they scrolled, no matter how minor. One of the most common ways is to add your total likes, comments, shares, and saves, and divide the total by your number of followers. Knowing which ads are most cost-effective will ensure you get the budget you need to continue your work.

Research Shows That There Is A Correlation Between Social Media Use And Depression For Adolescents

Your customers can be your best cheerleaders, but only if you give them a reason to grab the megaphone. We recommend tackling smaller objectives that allow you to scale your social efforts in a way that’s both reasonable and affordable. Whether you want to expand your team, build a larger following, or a more active community, taking the time to define your social goals is the SMM Thai first step to reaching them. The popularity of user-generated content, influencers and content creators has further bolstered experience-focused brand interactions that consumers crave. To say that social media has transformed the way customers interact with a business is an understatement. Even baby boomers are on social media for news, entertainment and brand interaction.

By using data from 362 chief information officers of B2B companies the study found the following. Social media usage of sales representative has a positive impact on customer satisfaction. It seems that older salespeople use social media in passive ways or interacting with the customer rather than creating their own content. It was found that the quality of corporate social media strategy has a positive impact on social media usage in terms of the consumption of information, content generation, and active interaction with customers. Also, the expertise of a salesperson in the area of social media has a positive impact on social media usage.

The Top 10 Social Media Sites & Platforms

Another study by Pitt et al. (2017) focused on employee engagement of B2B companies on social media. By using a conceptual framework based on a theory of word choice and verbal tone and 6300 reviews collected from Glassdoor and analysed using DICTION. The study found that employees of highly ranked B2B companies are more positive about their employer brand and talk more optimistically about these brands. For low ranked B2B companies it was found that employees express a greater level of activity, certainty, and realism. Another study by Gruner and Power (2018) investigated the effectiveness of the use of multiple social media platforms in communications with customers. By using data from 208 large Australian organisations, the paper explores how companies’ investment in one form of social media impacts activity on another form of social media.

Let’s cut through the chase—most “strategies” floating around on the internet are either repackaged templates or a random list of content ideas that doesn’t work. It means rethinking format, tone, and delivery for where your audience is watching. Strategies must be nimble, principled, and people-first, capable of navigating not just the algorithm but the social and political implications of being present online. Whether your brand has a robust social presence or just enough to exist, you face a lot of challenges. I can’t think of one marketer who doesn’t traverse the social media obstacle course.

You need data to inform your decisions and improve your strategy over time. Take the time to analyze what content resonates most with your audience, and use that information to refine your approach. Interact with the audience by using interactive content, for example, polls. Relevant images will help increase the level of engagement while making your posts appear more uniform.

But creating an impactful social media marketing strategy requires a multifaceted approach, some trial and error, and a little guidance. With that in mind, here’s everything you need to know to create your own successful social media marketing strategy. Notwithstanding the trending topics in social media influencer marketing revealed by the trend analysis, it is clear that new research focusing on new phenomena is very much required. Furthermore, the proliferation of augmented and virtual realities remains underexplored for social media influencer marketing. The rebranding of Facebook to Meta is a signal of the future rise of the metaverse. At its core, social media marketing involves using social media platforms to build brand awareness, drive website traffic, and generate leads or sales.

This example demonstrates the innovative use of AR to engage users interactively, making the brand memorable. Social proof builds trust by showing real customer experiences and encouraging others to try the product. We’ll share strategies, tangible examples, and actionable insights to help you implement these tactics effectively. User-generated content can make your brand appear more accessible and authentic. It’s a great way to boost your authority and expand your reach through word-of-mouth marketing.

NARS Cosmetics tested shopping ads that allowed customers to check out via their Instagram Shop against ads that directed customers to the NARS website to complete their purchase. They found that adding the Instagram Shops checkout option increased ROI by 6% and decreased cost per purchase by 24%. Keeping content fresh can be difficult, even if you’re a social media pro. The pressure is on nowadays when it seems like the trends are changing every second, and diving in can seem like jumping down a rabbit hole. Download our free ultimate guide to getting started with influencer marketing. If not, we suggest expanding your strategy to include these channels.

When consumers feel that a brand understands and caters to their specific interests, they are more likely to engage and build loyalty with that brand. Platforms like Facebook and LinkedIn offer advanced targeting options, allowing you to reach the right audience based on demographics, interests, and behaviors. Furthermore, integrating your social media with CRM tools can help streamline the lead management process, ensuring no potential customer slips through the cracks. Once you’ve selected your platforms, it’s crucial to determine the best times to post. This ensures your content reaches the maximum number of eyes and garners the engagement it deserves.

Yang et al. (2012) proposed the temporal analysis technique to identify user relationships on social media platforms. The results showed that the proposed techniques achieved substantially higher recall but not very good at precision. This technique will help companies to identify their future consumers based on their user relationships.

Semrush’s Social Analytics tool is a must-have for getting a granular perspective of your engagement on Facebook, Instagram, and LinkedIn, your audience demographics and habits, and how your posts are performing. It’s the simplest way to find out everything you need to know about your profiles on these major social media platforms. Without a specified audience to market to, you might as well be shouting at a random crowd without a megaphone. Knowing who your target audience is, what they want and need, how they operate in the world, and what social media platforms they frequent allows you to tailor your content and message to attract and engage them. [newline]The ideal posting frequency depends on the platform and your audience. Generally, aim for 3-5 posts per week on platforms like Instagram or Facebook.

These platforms allow you to connect with an audience, build brand awareness, and ensure buyers know exactly where to get your product. UGC provides authentic, relatable content that resonates with potential customers. By encouraging your audience to create and share content, you build trust and expand your reach without heavily relying on branded content. To enhance your social media marketing efforts with high-quality video content, consider partnering with QuickFrame, a leading video production platform. We can connect you with leading video makers around the world to help you create compelling and engaging video marketing content tailored to your brand’s needs.

Providing tips, tutorials, and how-tos builds trust and engages your audience. From custom filters to virtual try-ons, AR offers a unique way to showcase products and entertain users. Hashtags are essential for increasing discoverability and reaching new audiences. When used strategically, they help categorize your content and make it visible to users searching for similar topics.

In this digital world, having an online presence is no longer a nice to have it’s a must. With billions of social media users out there, businesses need to create engaging content that grabs the attention of both followers and potential customers. Social media marketing has become a powerful tool to connect with your target audience, build your brand and drive growth.

Taken collectively, these suggestions for future research should enrich research across all research streams in social media influencer marketing. The next section builds on the insights from this section and takes a closer look on topical trends in the field (Fig. 4). The fifth research question (RQ5) involves the mapping of extant research on social media influencer marketing. We live in a digital age where data is readily available, and social media platforms provide all the tools you need to track your progress. A good place to start evaluating your performance is by heading over to the platform’s analytics dashboard.

If you’re serious about growing across multiple platforms without losing your mind, SocialPilot gives you the infrastructure to plan smarter, post faster, and grow consistently. Now let’s focus on picking the right platforms—because being everywhere is not the same as being effective. From cross-country adventures to daily commutes, the content is raw, emotional, and 100% user-driven. This UGC strategy not only humanizes the brand but also reinforces its values—safety, longevity, and lifestyle alignment—through the voices of its loyal community. Once your goals are locked in, your next move is to understand who you’re creating for. Even the best content can miss the mark if it’s not built for the right people.