Social media numbers make it easy to misinterpret true value and success online. Metrics that appear front and center boast follower counts, numbers of likes and shares. But if a significant percentage of high like-counts are not converting into customers, wherein lies the success?
Social media advertising requires significant investment; the investment that should be backed by strong ROI. But how, many companies wonder, do they quantify the return? Let’s look at the value of social media marketing services, and how to identify their purposefulness in your overall brand strategy.
We need to break free of the emphasis on views. When social media first emerged, generating many brand impressions was considered impressive and significant. Today, we know better; views are only as strong as their conversions into sales.
Engagement manifests as likes, favorites, follows and positive comments. Although it is not necessarily a predictive indicator of sales, engagement shows the effectiveness and appeal of your marketing efforts. Engagement value can be observed in consumer communication and testing of creative strategies.
Without conversions, clicks and likes are without value. Sure, they look impressive to an audience; perhaps they even legitimize your brand. But what good will a legitimized reputation be if said “likers” are never evolving into consumers? Quality ranks over quantity when it comes to social media. Focus content and posts on the interests of consumers who actually convert into your purchasers and loyalists.