3 Social Media Measurement Myths Debunked

There are many misconceptions about social media analytics and measurement circulating among marketers. By debunking three of the most widespread myths, we prove that performance monitoring should always be at the heart of any successful social media strategy.

The social media world is full of different opinions on measuring social media metrics. Many of them openly call analyzing one's social media performance an irrelevant and time-consuming process that brings no real benefits to companies' overall business results.

This false standpoint can cause a lot of damage by persuading businesses to ignore the value of measuring their results. To prevent this from happening and demonstrate the importance of social media analytics, we evaluated three of the most commonly repeated social media measurement myths below.

Myth 1: Measuring social media metrics isn't necessary to develop a successful social media strategy

Social media is a highly effective advertising channel, offering marketers unparalleled in-depth insight into their results. The collection and analysis of these insights should always precede any decision you make regarding your social media strategy.

Looking into your past and current performance will help you pinpoint exactly what worked best for your business and why. For example, the spikes and dips in the interaction volume you generate are a great source of information about your audience and their preferences as to the formats and topics of your content.

You can leverage this valuable information to fine-tune your social media strategy and invest your time and resources only in what brings the best results. As a consequence, you will be able to optimize your efforts and easily achieve your marketing goals.

Myth 2: Measuring social media metrics is a difficult and time-consuming process

Many marketers believe that tracking and analyzing your social media metrics is too complicated, especially if you're present on multiple platforms. However, today's advanced social media analytics tools automate and visualize some of the most laborious parts of the process.

With Socialbakers Suite, measuring the effects of your strategy can be easy and effortless. All you need to do is click to generate easy-to-read charts illustrating your performance - both across different platforms and against the competition.

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Screenshot taken in Socialbakers Suite


Myth 3: It's impossible to tie your social media insights to business ROI

Although linking the outcome of your social media efforts with business ROI might not seem straightforward at first, it can be done with the help of social media measurement. 

Tracking the right metrics will allow you to see how effectively you're meeting your business objectives. If your goal is to raise brand awareness, measuring reach versus the volume of engagement will tell you how successful your efforts are. However, if you're aiming to achieve deeper business objectives, then the number of link clicks, generated leads, or conversions will be the indicator of the effectiveness of your social media strategy.

The more comprehensive your brand strategy is, the easier it will be to measure your social media ROI. The critical part of measuring your return begins by looking at the right metrics.

The Takeaway

Contrary to many beliefs, social media measurement is critical to developing an effective social media strategy. Marketers should leverage their performance insights to make smarter, more informed decisions and ultimately improve their performance.

Find out how to link your social media efforts to business results with our blog on measuring the business value of social media marketing!


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