Irina Zubko
Administrator of the booking center RusGeo.me
How to evaluate the effectiveness of marketing and advertising in social networks?
Metrics for Marketers and Executives
A standard cliche is to evaluate the effectiveness of business whatsapp number data promotion in social networks by the number of subscribers and likes under a post. The direction of Social Media Marketing (SMM) or marketing in social networks is much more interesting than these banal ideas.
There is such a thing as metrics - these are digital performance indicators that can be measured and monitored as they develop as you work in a given direction. Depending on the management level, you can monitor different metrics. For example, for an Internet marketer, it is important to monitor conversions and the level of involvement ER (Engagement Rate). For the owner, the metrics of ROI (Return on investment) or ROMI (Return on marketing investment) are more interesting, that is, the return on investment and the payback of marketing investments.
Some of the existing metrics in SMM can be combined into groups - this is not a complete classification, we will consider it in more detail in the following articles.
Metrics for assessing subscriber dynamics
Metrics for assessing audience feedback
Metrics for assessing communication from an SMM specialist
Metrics for assessing subscriber dynamics
The simplest and most understandable metrics for everyone are the dynamics of subscribers.
1. Number of subscribers and unsubscribers
Often in the regions these parameters are inflated, which is also easy to track by looking at who exactly is in your subscribers: dogs, bots and non-existent people always stand out against the background of real participants. In addition, there are programs for tracking bots. In VKontakte, it is easiest to measure using the free application "deserter" , in which, by the way, you can also track competitors. In Instagram, the process is more complicated, because in April 2018 the service closed access to its data for third-party companies.