The construction sector has been slow to take its marketing into social media. Few social media users are not fully aware of measuring metrics and which metrics are crucial. So if you decide to engage your company in social media and build an online presence from there, you should know the basics at least.
Once you set your goals, it will be easier to decide which metrics to prioritize. Indeed, social media management for your construction business is critical, and so is knowing how to review and monitor campaign metrics and more.
This article outlines the social metrics that matter for your business, what’s their purpose, and how you can effectively review and track them.
What are Social Media Metrics & Why are they Crucial to Track?
Simple. These metrics will be your chance to demonstrate the value of your work as well as the impact of the decisions you have made. In fact, your social media goals are what determines your metrics. For each goal, you need a relative metric, which helps identify if your social media strategy is hitting the mark or not.
Social media metrics are necessary because of the following:
- They prove you can measure how successful your campaign is.
- They can highlight how successful your campaign is.
- They show how well your social media strategy is performing.
Not only does having such metrics give you the opportunity to show off the impact of your work, but having constant social media metric reports will lead to significant shifts for your business. And lastly, metrics are essential to track because they keep you aware of your general social profile and your construction brand health.
Social Media Metrics that Matter
Below are the social media metrics that are most important when assessing your social media metrics:
1. Engagement – Likes, Shares, Comments, and Clicks
Engagement is a huge umbrella category you need to track. The engagement rate is generally used to track how active and involved your target audience is with your blog content and how effective your construction brand campaigns are. Engaged prospects interact with brands through fundamental interactions such as comments, social sharing, and likes.
High engagement rates indicate your target audience health – how responsive the audience is and how many are your “real followers”, your interesting blog content types, and your awareness of your construction brand.
A gritty level, you will look at different engagement metrics:
- Likes, Shares, Comments, Retweets, etc. – Some individual engagements like Share and Retweet may add up. For instance, in the Twitter Report, you will see a total number of engagements per profile or post.
- Post engagement rate is the number of engagements divided by reach or impression. A higher rate means the people who will see the post find it interesting.
- Account mentions – These are the organic mentions like mentions.
2. Awareness: Reach and Impressions
Do not get confused with these two – reach and impressions. You should track each critical metric, mainly if your social media goals focus more on brand awareness and perception. If you use these two metrics as benchmarks for your construction brand, it is crucial to understand the main difference between impressions and reach.
At the post level:
- Reach – it is the potential unique viewers a post can have.
- Impressions – refers to how many times a particular post shows up in someone else’s timeline.
3. Return of Investment (ROI): Referrals
This is the easiest example of an essential social media metric. ROI is the most applicable, especially for companies with respective websites. We bet you already have your construction website for your company. If so, make sure to track and measure your ROI. In many cases, social referral traffic, as well as conversions, are tied to both your marketing and sales goals.
Referrals – This is how a user lands on your construction website. During analytics audit, you will see them broken down into sources. “Social” is typically the medium/source you will be monitoring, and the network breaks it down.
By another definition, it is when somebody avails something from your website (consultation, services, and products). A social referral refers to when prospects visit you via social media platform and then avail of something at the same visit.
It is important to get outside professional help to track everything effectively. This is why you need to partner with a reliable full-service digital marketing agency like ConstructionMarketing.io. They have the best tools and incorporate effective strategies for better analytics and reports.
4. Customer Care: Response Rate and Time
Perhaps you have been too focused on the performance of your social media accounts and posts, but what about your client’s experience with your brand? Also, what about your performance? This is where metrics such as response time and response rate come in. They will track how fast you or your team can respond to important messages and how many prospects are being responded to.
5. Audience growth rate
Your audience growth rate typically measures how quickly your construction brand’s followers increase in social media. Calculating your following on multiple social media networks can help you determine your followers’ average rate, either increase or decrease. When you know your growth rate, you will know what platforms bring in the largest increases in followers.
To track your audience rate, make sure to measure your net followers over a reporting period. If you already know this strategy, you can track your competitors’ progress the same way.
6. Amplification Rate
Amplification is the rate where your followers take your content and share it through other networks.
To put it simply, the higher your amplification rate, the more intentional your followers are to associate themselves with your construction brand. Like the other metrics on this list, the amplification rate goes beneath the surface. It is more about than likes.
7. Click-through rate
You also want to track your social media engagement by measuring your click-through rate. CTR is the percentage of times a particular user sees a link to your content or even a guest post and eventually clicks on it to get to your website. This rate is typically calculated by simply dividing the number of link clicks by the number of impressions.
For instance, if you have a much higher CTR, it usually indicates that you provide content that your target audience finds interesting and want to engage with. Yet, it is crucial to remember that you wanted to share quality and relatable content and maintain a lower bounce rate.
8. Bounce rate
The percentage of users who make visits to your page and leave without clicking on other pages is called the bounce rate. A higher bounce rate typically indicates that people do not want to engage with more of your content right after they visit the first page. That is why you need to maintain a higher average time on the page.
Now, average time on the page refers to the amount of time every user spends on your page. If you deliver engaging blog content, the users visiting your construction website must stay for a little while and check out other content on your site.
For instance, if your bounce rate is high and your average time on page is lower, you will most likely want to consider adjusting your content to engage your users more. Google Analytics is a reliable tool in tracking metrics like these.
9. Conversions – The End Goal
By far, the most fundamental metric in your comprehensive reporting must be client conversions from your social media presence. There are many guides to ace your social media goals and make more leads. You have to keep track of the many successes as they become your key when forming your social media strategy while moving forward.
Are you offering a service, a product, or both? Is the end goal to drive leads? Perhaps, the other way around? All of these can and must be tracked. Doing everything will give you real-time insights into your ultimate goal – numerous conversions.
Want to Learn More?
When it comes to tracking your social media metrics, preparation and consistency are important for effective measurement.
Are you interested more in knowing about social media metrics? Our team of social media experts is all-time ready to work with you, taking your business to new heights! We select the metrics that directly align with your social media goal.
Here at ConstructionMarketing.io, we deeply know your main focus is your construction business. Allow us to help you as we are well-experienced in monitoring metrics and campaign changes. We are a full-service digital marketing agency that offers several other digital marketing services apart from social media marketing. We cater Web Designing, Keyword Research, Content Marketing, Google My Business, Web Development, and more.
Contact us today and learn more about our offerings!