In regards to determining the effectiveness of a social media campaign in terms of generating sales or prompting another desired action, the metrics in the conversion category are deemed the best indicator, says Daniel Yomtobian.
-- In today's digital landscape, social media has become an integral part of daily life, making it an essential component of any brand’s marketing strategy. While these platforms offer immense opportunities, they also present challenges—particularly when it comes to extracting meaningful insights from the vast amounts of data generated by user engagement. Daniel Yomtobian, a distinguished entrepreneur and leader in the online media industry, explains, “Measuring the impact of a brand campaign or marketing strategy can feel overwhelming due to the sheer volume of metrics available. However, with the advancement of sophisticated analytics tools, the real challenge is determining which data points truly matter. The key lies in identifying the metrics that directly align with a brand’s specific business objectives, ensuring that social media efforts drive measurable success.”
The huge body of social media metrics may seem like rough waters to navigate, but this multitude can be grouped into four main categories: awareness, engagement, conversion, and customer metrics, Daniel Yomtobian explains. While every element in these categories can offer valuable insights, its overall usefulness will be determined by its contribution to the business objective in focus. In the awareness category, the most important metrics for social media strategists to track are brand awareness, audience growth rate, post reach, potential reach, and social share of voice. Generally speaking, this category provides numbers that reveal the current audience a brand has and the potential new additions. Engagement metrics are perhaps the most widely tracked group, possibly because these numbers are the easiest to obtain, but they are considered of little use when it comes to measuring return on investment (ROI) or customer lifetime value (CLTV). These so-called “vanity metrics” include likes, shares, comments, followers, views, impressions, traffic, and bounce rate. Even though these may not be helpful for measuring business goals, engagement metrics are still important because they allow brands to optimize their content.
In regards to determining the effectiveness of a social media campaign in terms of generating sales or prompting another desired action, the metrics in the conversion category are deemed the best indicator, says Daniel Yomtobian. Among the key stats to track here are conversion rate, bounce rate, social referral traffic, click-through rate (CTR), cost per click (CPC), and cost per thousand impressions (CPM). The collective data will provide insights into the value of the content for the target audience and determine whether marketers are getting solid returns on their investment. As for customer metrics, these are essential for any brand that wants to be perceived as credible, trustworthy, and committed to keeping its clients happy. In addition to tracking customer testimonials, marketers should also consider utilizing customer satisfaction and net promoter scores, using these additional data to pinpoint areas in need of improvement and refine their message.
Daniel Yomtobian rose from the ranks of web designers to become one of the most prominent CEOs in the online media space. His passion for innovation and product development has been recognized through multiple awards. In 2014, C-Suite Quarterly described him as a “…young leader [who] will continue to play an important role in shaping the online world of tomorrow.” Daniel Yomtobian has been instrumental in the success of several business ventures, focusing his efforts on his number one goal – driving advertiser value.
Daniel Yomtobian Bio – Business Marketing Maverick: http://www.DanielYomtobianBio.com
Daniel Yomtobian Joins the Board of Directors at YPO Beverly Hills as Membership Vice Officer: https://www.yahoo.com/now/daniel-yomtobian-joins-board-directors-175200356.html
Daniel Yomtobian - Explores the Benefits of Innovative Ad Formats: https://www.yahoo.com/now/daniel-yomtobian-explores-benefits-innovative-211500329.html
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Website: https://www.advertise.com
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