Social Media & Marketing Concepts
Quantifying social media performance using specific metrics.
Measuring
Quantitative measurements used to assess the effectiveness of social media campaigns.
Metrics
Interactions with social media content, such as likes, comments, and shares.
Engagement
The cost of a social media ad divided by the number of clicks it receives.
Cost per click (CPC)
Superficial data points (e.g., likes, follows) that do not indicate business impact.
Vanity metrics
Comparing social media performance against industry standards or past performance.
Benchmarking
A measurable value that indicates progress toward objectives.
KPI (Key Performance Indicator)
The number of times content is displayed on a user’s screen.
Impressions
The cost of a campaign divided by the number of leads generated.
Cost per lead (CPL)
Users who give low NPS scores and may speak negatively about a brand.
Detractors
The achievement of set objectives in social media strategy, often determined by metrics.
Success
A calculation used to measure the profitability of social media efforts.
ROI (Return on Investment)
The number of unique users who have seen a social media post.
Reach
DAILY DOUBLE!
Total Points or up to 1000.
Cost per mille (CPM)
Neutral NPS respondents who do not actively promote or criticize a brand.
Passives
Coordinated social media efforts designed to achieve a specific goal.
Campaigns
A metric comparing organic social media value to paid advertising costs.
SEAV (Social Equivalent Advertising Value)
The percentage of users who click on a link after seeing a post.
Click-through rate (CTR)
The cost of a campaign divided by the number of video views.
Cost per view (CPV)
Users who give high NPS scores and recommend the brand to others.
Promoters
A planned approach to using social media to achieve business goals.
Social media strategy
Assessing public attitudes toward a brand through social media discussions.
Sentiment analysis
The number of users who take a desired action, such as making a purchase.
Conversions
The average number of times a user sees a post.
Frequency
The estimated revenue a business earns from a customer over time.
Customer lifetime value (CLV)