The investment on social media advertising has increased since 2014. Last year, $11.72 billion was invested all around the world and it is predicted that by 2019 the level of money used to promote products or services on different social platforms will increase by 47%. *


The great question here is: What was the return on investment?


According to a study conducted by Salesforce Research, in 2016, only 1% of all the investments made for social media did not generate any returns.

** To learn if the money that you’re investing in promoting your brand on social media is not being wasted; you must visualize the metrics of the platform.

If your business still does not have any presence on social media, learn how to choose the platform that best suits your product or service by clicking here.

People Reached:

This metric displays the number of people that have seen your posts. Fortunately, it is not limited to the number of likes/followers you have on social media. The higher the number, the higher your audience is. Nonetheless, this digit does not portray the interest one might have in your product or service.

Millions of people can see your ad, but the audience that interacts with it decreases rapidly, it is important to note that there are two ways to reach an audience:

  • Organic Reach: The people that visualize a post normally on their newsfeed. It is most likely that this audience has liked your page in the past.
  • Paid Reach: It is the number of people that saw your publication in the form of an ad. Every person reached generates a cost that is deducted from the campaign’s budget.

Engagement:

As the name states it, this metrics represent the amount of people that engaged with your post, tweet, etc. It is important to monitor the amount of likes, comments, reactions, shares/retweets on your social media publications. They determine the topics, styles and even colors that your target audience likes to learn more about.

Do you know who your target audience is? If you answered no, don’t miss our tutorial on how to segment a market. Check it out by clicking here.

This is how Facebook shows the total number of people reached and interactions in every post:

This cute post of a puppy barking has reached: 2831 people and has 102 interactions with the audience.

This cute post of a puppy barking has reached: 2831 people and has 102 interactions with the audience.

In this video the total amount of people reached was very high, 36,059 people stumbled with the video, 29k watched it and 1,241 people engaged with it.

In this video the total amount of people reached was very high, 36,059 people stumbled with the video, 29k watched it and 1,241 people engaged with it.

Note: The people reached number will always be bigger that the interactions.

IMs:

Another way to measure the effectiveness of your campaign is through the instant messages (IMs) your page is receiving. What are your customers asking? Are they interested in your product or service? If the amount of messages your brand receives increases you’re on the right track. ¡Make sure to do a follow-up to every IM and to provide a more personalized attention!

Amount of Followers/Likes:

Facebook has an option to promote a whole Fan Page. This means, that the advertisements showcased on a user’s News Feed will focus on generating likes. If your objective is to boost the amount of people that follow your and be able to reach them organically in the future; the amount of likes your page has is very important.

If you want to know the best time of the day to promote your brand on social media, click here.

A social media advertising campaign is just one of the many available tools to promote your brand. Make sure to use the right tools and the right channels to reach your audience. On a side note: it is important for you to understand that big numbers don’t necessarily mean successful efforts and vice versa.

Ricardo Figueroa
Author: Ricardo Figueroa
Ricardo is the Chief of the Content Area at Orangegoal LLC. He is our Creative Editor and has a Bachelor's Degree in Communication Sciences. He has developed his career in various communication consulting companies and has now approached the world of digital marketing here, at Orangegoal, LLC.

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