Thinking about the metrics that really bring results for your business is critical to developing a good social media strategy. For that, it is important to keep in mind what we call the Social Media Funnel.

Many companies use social networks to generate business, but many of them end up not thinking in the middle of the process. Because of this, these companies end up defining metrics that do not effectively measure the generation of business opportunities in this channel – they are called vanity metrics .

It is very common to find companies focusing on the number of likes, shares and comments of publications and forgetting that engagement is useless if there is no generation of business opportunities.

Note, I’m not saying that these metrics shouldn’t be tracked. Yes, they should be monitored as, indirectly, they help the reach your publication will have.

Posts with more likes, comments and shares are understood by social networks as quality content and that is why social networks emphasize them.

However, the focus should be on metrics that we can call direct, that is, that show the audience’s interest in continuing to interact with your company.

For that, it is important to keep in mind what we call the Social Media Funnel.

1. Impressions

The first step of the social media funnel represents the number of times your post has been viewed. Impression is different from reach as this represents the number of people who saw your post. Since a person can view your publication more than once, the number of impressions will always be equal to or greater than the scope size of your publications.

Always try to optimize your publications so that they are seen more and more by your audience. Some controllable variables can increase your page impressions and consequently increase the top of your funnel.

One of these variables is time. Knowing what times the most people in your audience are online is essential to increasing a publication’s impressions.

On Facebook, for example, there is a very easy way to know the peaks of your page’s audience.

First, click on Information at the top of your company’s home page:

Different publication types also have different impression averages. For this, it is important to know the behavior of your audience. In 2016, we started to diversify our publications and adopted a type of publication we call motivational photos .

These publications (like the example below) were very effective for the Digital Results page because they had an average impression 3 times higher than other types of publications. This makes Facebook understand that the page is relevant to people and starts showing posts in general more often than before.

In summary, try to diversify your publications and understand which one is best received by your audience. Include in your Social Media calendar the publications with a good impression average, as this will enhance the results of the others.

2. Clicks

This is a very important metric to measure the performance of your posts, after all, the objective that belongs only to a company’s social media management is to generate traffic to other specific channels to generate business opportunities. In other words, you should optimize your posts as much as possible so that your audience clicks more and more on them and later converts them into Leads.

As with impressions, there are controllable variables that make your posts more attractive and optimized for clicks.

One of these variables is the type of photo used. In Digital Results, we have 3 major classifications: faceless photo, faceless photos and illustrations. For our reality, we understand that photos with faces can arouse a certain empathy and emotional appeal in the audience, while illustrations offer the possibility of placing Call-to-action . Arousing the audience’s attention and curiosity is essential for people to click on the content.

We also pay attention to the size of the photo used. On Facebook, for example, you can post large photos and small photos (see more in this infographic with image sizes for social networks ). On our page, posts with large images have, on average, 35% more clicks than posts with small images.

Publication with small image:

Large image publication:

On LinkedIn, image size also influences the number of clicks on a post. However, there is a peculiarity when configuring the size of the photo of a post on this social network. When you insert the content link, the photo that will be uploaded will be a small size and will have the link embedded in it. To upload a large photo, you must attach from your own device. However, this photo will not have the link embedded in it. In many cases it is worth using a large photo (without the embedded link) and placing the link next to the description, as the average click is twice that of a post with a small image.

Another variable that impacts the number of clicks is the publication call. It is with this feature that you will be able or not to arouse the audience’s interest in reading the content. In general, some tips we give you to improve the call of your publications are:

  • Use questions as a way to induce the audience to look for answers in the published content;
  • Use personal language so the audience knows that whoever is on the other side is not a robot but another human being. To help with this, use the term “you” as it gives the impression that you are talking directly to the person.

A call may or may not have the content link as well. In this issue, as in all others, it is necessary to understand and adapt as much as possible according to the social network. On Facebook, for example, our posts that have links have an average of clicks 123% lower than the average clicks on posts without the link in calls.

3. Conversions

The number of conversions from visitors to business opportunities should be your main metric to be monitored in this process. Although the conversion does not depend solely and exclusively on the work done on social media, it is a metric that shows the channel’s effectiveness, that is, the amount of your Leads that were generated by social media.

Today, at Resultados Digitais, 5% of all our Leads are generated via social media. Our analysis process has been advancing a lot and today we are able to measure exactly how many Leads were generated in each publication. For this, we use parameters in all our publications. This allows tracking of each post in Google Analytics. Learn more in this post .

Although it doesn’t seem like it, it’s possible to optimize your posts on social media for conversion. Working the publication call is the key to this. The big secret is to think carefully about this publication variable so that it shows the real value of the content. Your audience will only click on the post if they understand that the content might solve some of their problems.

In short…

Thinking about the metrics that really bring results for your business is critical to developing a good social media strategy.

Finally, remember that finding your funnel conversion rates is good practice, but these rates should be interpreted based on the context of your market and business.