Forms of Social Media Engagement

Social Media Metrics: The Most Important Analytics To Measure Engagement

Are you using the right social media metrics and analytics tools to monitor, assess and improve your social media performance?

What analytics are you measuring and what should you be measuring in your social media tracking?

Monitoring your social media analytics can make the difference between the success or failure of your social media presence.

Images of Likes, Tweets Share, etc.

Web and Internet concept with social media and social network signs and words on bouncing colorful spheres isolated on white background.

The world of social media has taken off so significantly in recent years that there are now all sorts of different metrics, analytics, and tools you can use to look at the performance of your social media content.

Engagement on social media and engagement with your brand are two separate things. While you think that people are engaging with your brand on social media, they’re still on someone else’s network, with the ability to be distracted by something else – a cat, maybe – at any time.

It’s not your time, it’s theirs.

However, when they move onto one of your properties – your website, principally, you can start to analyze what they’re really doing. And this is where social metrics gets really interesting.

Take, for instance, the difference between Twitter and Facebook visitors once they’ve landed on your site. I’ve frequently found huge differences in subsequent engagement, with many Twitter Graphic Showing: Best & Worst Times To Post to Facebook & Twittervisitors leaving after one or two pages at most, and Facebook visitors (on the desktop) staying for at least four pages. Think of how you use Facebook. During the evening hours, many users will scroll through their feeds until they see the last thing they remember on Facebook.

How likely is your audience to share your content? When your followers and fans feel motivated to spread your message, your engagement can increase exponentially.

You’ll find engagement levels through different metrics in your social media insights. Engagement can be in the form of retweets, forwards to a friend, comments, likes, shares, and inbound links.

The engagement rate for social media is typically defined as the total number of interactions with your content divided by the total number of impressions it receives. While this KPI (A Key Performance Indicator is a measurable value that demonstrates how effectively a company is achieving key business objectives) can help you determine at a high-level if people engage with your social content, it won’t tell you if they do so in ways that are meaningful and profitable for your business. What counts as a meaningful social interaction varies from industry to industry, and even from company to company.

If your social metrics include irrelevant actions, it will be difficult to tell if you’re making the impact you intend. Thus, it’s important to have a narrowly defined engagement rate that only includes interactions relevant to your brand goals.

To develop a custom engagement rate, the first step you need is to define the engagements that matter.

Facebook interactions and engagements take form in:

  • Likes
  • Comments
  • Shares
  • Video Views
  • Views of Facebook Live
  • Link Clicks

Instagram (although owned by Facebook) has its own form of engagement tools:

  • Hearts (double tapping)
  • Instagram stories
  • Commenting
  • Inbound messaging
  • Regramming

Some of Twitter’s default engagement rate includes all interactions:

  • Retweets
  • Replies
  • Follows
  • Likes (hearts)
  • Link clicks
  • Hashtag clicks
  • Profile photo clicks

A general guideline for determining a user’s level of effort is to consider how engaged or interested that user is at the moment they interact. A simple and easy formula is to assign a weight system based on the user’s level of effort. For instance, if a user were to give you a Like on Facebook, heart on Instagram or a Like on Twitter – you would assign a 1 to that action given it is the lowest threshold of engagement you can deliver on those three platforms.

On the other hand, if a user viewed your video or watched a Facebook Live session – you might assign a 3 to that action in that it required more engagement on their part.

Along those lines, if a user SHARED a Facebook post or Retweeted a tweet you might assign a 5 to that action.  The viral nature of that engagement will potentially yield you more followers or customers in the end.

In the end, we recommend you harden your social reporting. Make sure the information you are collecting and monitoring is relevant, make it real-world, and not stuck in the isolated environment of the social network itself. Then you’ll get the acknowledgment and the return on investment that you need.

Here at Lucé Media, our team works with small- to medium-sized businesses and individuals who want to benefit from innovative, exciting new approaches to digital engagement. If you need top-notch assistance with your social media branding efforts, contact Lucé Media today!

Facebook word with emoticons

Just How Dominant is Facebook? The Numbers Speak For Themselves

When people think of Facebook as a company, they mostly think of it synonymously with Facebook the social network. However, Facebook Inc. is much more than that, as this chart nicely illustrates. With WhatsApp, Instagram and of course the namesake Facebook and Messenger, the company owns four of the world’s largest social media / messaging services. Facebook alone reaches more than 2 billion people per month and both WhatsApp and Messenger also passed the billion-user milestone recently. Tencent, the Chinese company behind WeChat and Qzone might also boast a billion users in total, but still doesn’t come close to Facebook’s global footprint.

What all of the services mentioned below have in common, is their immense attractiveness to advertisers. Not only do they all boast hundreds of millions of users, but they also have the ability to target specific groups based on likes, dislikes and past behavior. That is why social media advertising has grown immensely over the past few years. In the U.S. alone, social media ad revenue is expected to reach $17.8 billion this year, with more growth to come in 2018 and beyond. For more information on social media advertising and digital marketing, contact us here at Lucé Media.

Graphic Showing Strongest Social Media platforms

Facebook now has more than 2 billion monthly active users.

It is hard to fathom what this number means, but let’s put it this way: what started in a Harvard dorm room in 2004 is now used by more than 1 in 4 people on planet earth. Considering that the company behind it all also owns Instagram and WhatsApp, two other immensely popular social media/messaging platforms, it is no surprise that Facebook is now one of the most valuable companies in the world.  So take a look at the incredible, rapid growth of Facebook.

Chart showing Facebook's Monthly Active Users

 

Woman looking at cell phone

$10 Billion Dollars Lost – Bad Online Data

A friend of mine recently returned from a vacation and we were discussing the good times she had. Since we are both in the digital space – the talk eventually led in that direction and how digital impacted her vacation.  One of her comments: “I couldn’t help but remember how much inaccurate online data I came across while my family and I were looking for something to do, eat, shop, or visit while we were away.”

Using Mobile to Drive New BusinessEvery day, people like my friend are traveling and searching online for locations of businesses that they are ready to visit right then, only to be failed by their local search experience.

The address is wrong, the phone number’s not there, or they can’t find the business at all. The listing is not claimed, the hours are not stated, the website is wrong… The list goes on. For businesses, this disconnection not only means lost foot traffic but also a lost opportunity for new customers to discover their location and become a future client.

Local presence management is critical to ensuring that businesses are visible, especially to travelers. We have become so dependent on our phones telling us what to do and where to go that it is imperative today to get online information right.Woman looking at cell phone

Believe me when I say – I know that inaccurate location data can undoubtedly frustrate your potential customers, as well as spread and corrupt a brand’s online presence in more ways than you can count…

According to a study completed by Andrew Shotland and Gregg Sterling, bad data cost over 10 billion dollars per year.

  • 18% of listings had a missing or incorrect phone number. When it comes to insurance companies and agents, it’s even worse. As many as 30% of insurance listings fail to list the correct number when customers are looking for a new policy.
  • 43% of listings had missing or incorrect addresses. As people get more mobile with their devices, the impact of this problem – spanning from maps and navigation to local search engines – will only get worse.
  • A full 14% of business listings were missing completely across industries. Although there are many ways that inaccurate information prevents customer visits, the research team looked deeply at how much their lack of digital listings were contributing to the problem.
  • Businesses who have missing listings and are not present online suffer a cost of $10.3B a year. This number was calculated by looking at how many more choices consumers now have as they purchase offline and how digital is changing the game for local businesses.

The new digital world we live in has created this problem of inaccurate or missing listings. The online data available to consumers is often

Sign up and get our free e-book on LocalPresence Management by clicking here.

Let Lucé Media help you get your business and your correct information on the maps – the right way. Schedule a demo today.

Getting local businesses found online is what we do. Let us get your online data right today.

The best times to post to social media to get the most engagement

“Post, Pin, & Tweet”: Best Times To Post To Social Media?

Everyone is looking for the answer to that question of most importance in social media – when is the best time to post content?  Our answer – and the truth – it depends. You’ve spent all this time searching for or creating your content and you want it to have the greatest impact on your audience. There are many answers to the question of when to post content on social media platforms, so we prepared this infographic that will explain the best times per platform. Enjoy… and happy posting!

Best Times To Post To Social Media? - From Luce Media

 

Luce Media - Digital Agency & Social Media Marketing McKinney, Frisco, Plano, Dallas

 

To get a FREE initial analysis including real-time metrics on your own Social Media performance – click here.

For more information on the Social Media Training and Consulting programs – send an email to Information@LuceMedia.net

Ipad Social

The Generational Divide in Todays News Consumption

Some people like to stay on top of the news cycle throughout the day by checking Twitter, Facebook, and their favorite news websites. Others prefer to be served a selection of the day’s important happenings by the evening news on TV. Whether you prefer one or the other may come down to your age and what you have become accustomed to in the past.

According to data published in the Reuters Institute’s Digital News Report, there is a generational divide when it comes to news consumption. While the large majority of those who grew up with the internet see it as their most important news source, those who relied on the TV news for a daily news fix for decades still tend to prefer the television over online news sources.

Very few people still rely on print publications as their primary news source, indicating that the role of newspapers has shifted from conveyor to commentator of news.

News Consumption

Another study late last year found that Americans express a clear preference for getting their news on a screen – though which screen that varies. TV remains the dominant screen, followed by digital. Still, TV news use is dramatically lower among younger adults, suggesting further shake-ups to come.

News Consumption

 

  • Compared to print, nearly twice as many adults (38%) often get news online, either from news websites/apps (28%), on social media (18%) or both. (81% of adults ever get news on these online platforms.)
  • Still, TV continues to be the most widely used news platform; 57% of U.S. adults often get TV-based news, either from local TV (46%), cable (31%), network (30%) or some combination of the three. This same pattern emerges when people are asked which platform they prefer – TV sits at the top, followed by the web, with radio and print trailing behind.
  • But demographics speak to the fragility behind those TV numbers. While solid majorities of both those ages 50-64 (72%) and those 65+ (85%) often get news on TV, far smaller shares of younger adults do so (45% of those 30-49 and 27% of those 18-29). Alternatively, the two younger groups of adults are much more likely than older adults to turn to online platforms for news – 50% of 18- to 29-year-olds and 49% of those ages 30-49 often do so.TV’s staying power over print is buttressed by the fact that Americans who prefer to watch news still choose TV, while most of those who prefer to read the news have migrated online.
Digital Flowing Thru Hand

Latest Social Media Stats 2017 – For Those Keeping Track

Graph of Social Media Platforms with Most Active UsersSo here are some new numbers for those of you keeping track on Social Media.  Approximately 2 billion internet users are using social networks and these figures are still expected to grow as mobile device usage and mobile social networks increasingly gain traction.

The most popular social networks usually display a high number of user accounts or strong user engagement. For example, market leader Facebook was the first social network to surpass 1 billion monthly active users, whereas recent newcomer Pinterest was the fastest independently launched site to reach 10 million unique monthly visitors. The majority of social networks with more than 100 million users originated in the United States, but European services like VK or Chinese social networks Qzone and Renren have also garnered mainstream appeal in their areas due to local context and content.

Social network usage by consumers is highly diverse: platforms such as Facebook or Google+ are highly focused on exchanges between friends and family and are constantly pushing interaction through features like photo or status sharing and social games. Other social networks like Tumblr or Twitter are all about rapid communication and are aptly termed microblogs. Some social networks focus on community; others highlight and display user-generated content.

Due to a constant presence in the lives of their users, social networks have a decidedly strong social impact. The blurring between offline and virtual life as well as the concept of digital identity and online social interactions are some of the aspects that have emerged in recent discussions.

If you need help growing your business on various social media platforms, drop us a note here at Luce’ Media and we’ll get right back to you.

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The Six Most Important Social Media Engagement Metrics

Social Media Engagement is measured in many different ways. In the end, the goal of Social Engagement Metrics is to show strengths and weaknesses within

Social Media Metrics McKinney TX - Luce Media

Individuals can get a deep read on their social media efforts thru LuceMedia.net

your social marketing campaigns. How well your social media efforts perform in these six areas of engagement will determine if you are generating the right ROI from your businesses social media campaigns

1.Applause rate per post

Applause rate per post is easily calculated across social media by dividing the number of Likes (used to be called favorites), FB likes or Google +1s, by the number of social media posts within a given period. For example, for Twitter, say you wanted to calculate the applause rate of your tweets during the past week.  Divide the total number of Likes (favorites) (let’s call it 27) by the total number of tweets you sent out during the week (let’s say 51 for you). So, my applause rate for the past week would be 53%.

As you are looking for strong, powerful metrics, it should be noted that the Applause metric is typically low effort – low impact actions. Applause rate should be considered a simple, low level of engagement in the sense that it requires little effort on the part of your audience and is likely to have a relatively low impact on your brand.

2.Conversation rate per post

Your conversation rate is defined by the total number of mentions or comments divided by the number of social media posts over a set period of time. For example, if a person posted ten posts on Instagram in one day and received a total of 50 comments for all the posts combined, your conversation rate would be 5.0.

Conversations are types of actions such as mentions on Twitter and comments on Instagram. Consider the actions a medium level of engagement.  These actions take more effort than just a click of a button.  After all, if someone is moved enough to think about the post and write a comment or response of some sort, then they are certainly at a higher level of engagement than those in the Applause category

3. Amplification rate

Your amplification rate is the total number of retweets or Facebook shares divided by the number of total social media posts on these platforms. Your amplification rate is perhaps the most important engagement metric as it suggests brand visibility and awareness.

Amplification is BOLD ACTION.  These are actions like shares on Facebook, Retweets on Twitter, or Sharing on YouTube. It is NIRVANA –  the highest level of social engagement. Even though a retweet or a share do not necessarily require much effort as they are just a matter of a click, they are meaningful as social actions. It is your consumer saying – this is interesting or important enough to me that I want to share it with my friends, families, and others.

4. Clicks and Visits

Clicks and Visits identify the traffic your social media activity generates. Keep a close eye on your Google Analytics dashboard and monitor visits for each of the messages you post across your digital platforms. This gives you a good idea of how your business is performing here.  Depending on your marketing goals and the demographics of users you are trying to reach, the number of visits and clicks on links in those posts will define your success.

5. Qualitative metrics

Qualitative metrics refer to comments and feedback that express ideas or issues that customers might be experiencing.  While there is no exact measurement here – perhaps the most beneficial social media action a business can take is to consistently listen and respond on social platforms to customers and potential customers.  You will also be able to identify emerging patterns and can be very useful when it is time to deliver quarterly or annual reports.

Listening is at the heart of social media monitoring and can deliver value by uncovering opportunities and risks. Hearing where, when, and how customers are using products can identify new potential customers and feature requests.  By listening, you can find out exactly what your audiences and potential customers think and feel about your brand, your products, your methods, and your team. This is one of the many reasons Social Media is so powerful in business today. It helps connect businesses to communities and communities to brands.

6. Total engagement

Your overall engagement rate on every platform is calculated by the total number of interactions (likes, shares, and comments on Facebook, retweets, mentions, and favorites on Twitter and so on), divided by the total number of posts shared on each platform.

You need to understand these key metrics and how your posts will impact them positively or negatively.  Each post you make contributes to your company’s brand awareness strategy and fuels exposure, reinforces benefits, extends the target audience, and can occasionally, even diminish the brand through messaging posted on these networks.

Action Steps

Take a look at these six metrics with your Marketing, Digital, and Social teams to see if you are meeting goals that matter.  We can further greatly assist you with great social media best practices and custom social engagement metrics designed to fit for your company.

Send us a quick note here or call us at (469) 907-1057 have us help your business grow.

 

Snapchat

Marketers Not Jumping on the Snapchat Bandwagon Yet

A little more than three months after its blockbuster IPO, it has gotten relatively quiet around Snapchat. Even after reporting less than stellar first quarter earnings last month, the company’s stock price never dropped below the IPO price of $17. Snapchat

There remains a bit of skepticism regarding the company’s long-term outlook though, and not everyone is convinced that Snapchat’s popularity among Millennials justifies its parent company’s $20+ billion valuations. Aside from the obvious threat that Facebook (including Instagram) poses to Snap’s long-term success, marketers have yet to fully embrace Snapchat.

According to a recent report by the Social Media Examiner, just 7 percent of marketers used Snapchat in the first quarter of 2017, which is worlds apart from Facebook’s 94 percent adoption rate. However, even Twitter, Instagram and Pinterest are used by a significantly larger portion of the 5,700 marketers taking part in the survey.

Embrace Snapchat

Considering the fact that Snapchat’s user base is relatively small compared to other social media platforms, the messaging app is proving a potential advertising platform for some marketers. One would assume that companies could reach Snapchat’s users in other ways, say by advertising on Instagram which has a much larger audience. However, that might not be as easy as it sounds.

According to data published by App Annie, Snapchat has a unique audience that cannot easily be reached on other platforms. Sticking with the Instagram example, only 54 percent of daily Snapchat users in the U.S. are active on Instagram as well. The same applies to many other platforms, which do not share a broad audience with Snapchat.

For brands, this means that knowing the audience they want to reach is just as important

Brands Reach Millenials

Where Else Can Brands Reach Millenials?

as knowing where to reach that group. There is no one-fits-all approach to social media marketing, as different platforms reach different people and require campaigns to be tailored to the specific audience’s preferences.

This chart shows how many of Snapchat’s daily users in the U.S. use other platforms as well.

Snapchat – while shiny and new – is a long way from being a major player like Twitter, Instagram and the big dog – Facebook. For strategies on how to use Snapchat and all the other social media platforms to grow your business – drop us a note at Luce’ Media.

Luce Media - Digital Agency & Social Media Marketing McKinney, Frisco, Plano, Dallas

WHAT ARE THE MOST IMPORTANT SOCIAL METRICS FOR TWITTER?

I hear the debate all the time when looking at social metrics. I’m referring to the Twitter debate.  Is Twitter still a good social platform for business?  Should we consider Twitter to be a marketing tool or is it just for people who have a lot of time on their hands and have a need to jibber-jabber all day long?  Think of Twitter as a means to get instant public messages out to your audience, whether it is an audience of friends, colleagues or potential customers.

Twitter is becoming an increasingly important platform for online communication and, yes, conversation.  And where there is a conversation – there is opportunity and money.  The latest research shows 61% of customers’ purchasing habits are decided by those companies that deliver custom content. Content and engagement are critical components of a successful Twitter strategy.  But how and what you measure on Twitter with regard to social metrics will point you in the right direction for executing a successful strategy.

By measuring how your audience responds to your Twitter presence, you’ll turn what seem like random interactions into an actionable Social Metricsstrategy.

Every social media platform has its lexicon when it comes to naming features and taking action, and Twitter is no different. You can run month’s worth of reports, but they won’t mean a thing if you don’t have set goals and are trying to measure something you don’t understand.

To help you better navigate your Twitter metrics, here are some of the standard, most basic social metrics you should know about the platform.

  • Direct Messages (DM): These are private messages sent from one Twitter user to another. They can be used for one-on-one conversations or between a group of users. Twitter’s 140-character limit no longer applies to DMs.
  • Likes: This is used to represent a stand-out Tweet. The motivation behind clicking “like” is subjective, but it’s usually positive in sentiment. Likes replaced Favorites in 2015, and use a heart instead of a star icon. According to a Twitter product manager, this change was due mostly to the versatility of the heart and meant to be a change towards something more universal that can be understood easily by new users.
  • Followers: The number of people that currently subscribed to your updates.
  • Mentions: Refers to a Tweet in which your @username is included.
  • Replies: A response to a Tweet that begins with your @username.
  • Retweets (RT): Occurs when a user shares an existing Tweet published by you (or another Twitter account) with their followers.

Get to Know Your Twitter Activity Dashboard

Social MetricsThere is an activity dashboard available to any Twitter user who has signed up on the platform (or who has access to

Twitter Ads). The data displayed on your dashboard can help you optimize the effectiveness of your Tweets and inform you on what types of content you are creating for both paid and organic Tweets.

This activity dashboard will offer you some potentially valuable information.  Here, you’ll see how people engage with your Tweets in real time, and get a detailed view of the number of retweets, replies, likes, prompted follows, and clicks each of your Tweets receives. You can also get detailed insights into who’s your audience.

Your dashboard is separated into three main areas: Tweets, Audiences, and Events. These are the key metrics you will find here:

  • Home Tab-Your Home screen provides a monthly at-a-glance summary of your Twitter highlights. This includes your:
  • Top Tweet
  • Top mention
  • Top follower
  • Top Media Tweets
  • Tweets published: The number of Tweets you posted during a given period.
  • Tweet Impressions: The number of people who saw your Tweet in their timeline or search results
  • Profile Visits: The number of times your profile is visited as a result of a Tweet.
  • Mentions: The tweets that mention your @username and received the highest number of any reactions or impressions. This does not have not have to be posted by the user; the user only needs to be tagged or mentioned.
  • New Followers: The number of people who weren’t previously subscribed to your Tweets and now are. If you lost followers, this would be a negative number.
  • Tweets linking to you: The number of Tweets that a user’s Twitter Card(s) give a summary of a website or video through an image that is tweeted by the user or others.

Under the tab labeled Tweets – these are the most important metrics to track:

  • Engagement: This is a user’s interaction with your Tweets. It includes mentions, replies, Retweets, likes, line clicks, and new followers.
  • Tweet Impressions: This directly relates to the numbers of followers, mentions, and retweets that a user receives. How many streams a tweet is added to.
  • Engagement Rate: The number of engagements or clicks on the tweet including likes, retweets, and follows divided by impressions.

We should point out that this “Tweet” tab focuses solely on Tweets that you’ve created (including replies you’ve sent), and doesn’t include any Tweets that mention you.

Audiences Insights Tab

The more information you have about your audience, the more compelling content you can create. The Audience Insights tab helps you discover valuable information about your followers and the people who’ve engaged with your Tweets.  Here you’ll have access to data about:

  • Demographics: Such as gender, language, origin, gender, income, marital status, education and more.
  • Interests: A real-time interest graph displays what percentage of your audience are interested in specific topics, ranging from technology and entertainment to business and tech news
  • Lifestyle: Identifies the occupation, TV viewing preferences and political affiliation of your audience.
  • Purchasing behavior: Breaks down your audience’s buying style and the types of consumer goods they favor.
  • Mobile footprint: Informs you about which wireless carrier and device your audience is using.

Twitter Metrics Reports to Run

  1. The Profiles Report

Your Twitter Profiles report will help you see how your audience is interacting with your content. From this report, you can build an engagement strategy that’s relevant to customers and drives performance.

  1. The Twitter Comparison Report

The Twitter Comparison report is a way to gain insight on how your Twitter strategy stacks up to that of your competitors. Through this report, you receive a breakdown of your engagement, influence, follower growth, and mentions—and then compare that to one of your competitors to see where your strategy can be improved.

  1.  The Twitter Listening Report  

Social MetricsOne of the newest features, the Twitter Listening report, lets you track current and historical keyword usage data across Twitter. It calculates aggregate Tweet counts for any keyword or phrase on Twitter across any time period.

With the Twitter Listening report, you can better understand the effectiveness of your Twitter campaigns and uncover trends in the usage of brand keywords and hashtags.

Put Your Best Foot Forward

Content is a huge piece of your social media marketing strategy.  Creating powerful content that delivers results requires actionable data. When paid attention to, your Twitter metrics can have a significant impact on what you get out of the social network.

While there’s no right or wrong way to track your performance on Twitter, using these basic tools can help your efforts on Twitter become more productive with your reporting and social metrics.

But are These Metrics Enough to Grow Your Business?

Over 500 million messages are posted every day on Twitter. How many mentions your business? What about your company? This might be a good time to find out. The metrics described above are the most basic metrics offered by Twitter.  But in a world where deep data can make or break many marketing campaigns – new metrics and new methods of measurement have proven very successful.  At Lucé Media we offer a product called ShareRocket that provides a very deep dive into social media metrics of all types.Social Media Metrics McKinney TX - Luce Media

Our social media metrics tools will allow you to manage your entire social footprint with the social metrics that matter. Our SHARE and SEI® metrics are simple to understand, yet powerful social metrics that change the culture and improve the performance of your entire organization. Robust metrics guaranteed to move your business forward.

We have created the industry’s best real-time metrics to manage every level of your brand’s social presence. Look at your performance on Facebook, Twitter, and Instagram at a glance. Dive deep into our dashboards and reports for actionable insights.

Lucé Media customers see dramatic growth over their competitors that use standard analytics tools like those we have described in this article.  Grow your Engagement and expand your revenue opportunities. Clients using Share Rocket see up to 150% more engagement than using standard analytics tools.