Know Your Data – Success Metrics for Brand Awareness

You’re running a brand awareness social media marketing campaign but how do you know that things are going in the right direction? How do you know if you are spending time and money wisely? Do you know when you need to change tactics, increase ad spend or just stop completely? Are you monitoring the KPIs in the platforms themselves and Google Analytics that relate to your specific business and social media goal to find out?

If your goal is brand awareness, then you need to be tracking the metrics that relate to getting more eyes on your brand.  These are some KPIs to keep an eye on:

Reach – this tells you how many people have seen your content and the potential audience size that your brand is exposed to.

Impressions – Impressions count how many times your content has been displayed, regardless of whether it was clicked or engaged with.  It gives you an idea of the overall visibility of your brand which is key for brand awareness.

Engagement – Engagement metrics include likes, comments, shares and clicks.  These interactions show how well your content is resonating with your audience and gives you and indication of the level of interest it generates.

Social mentions – tracking the mentions of your brand across social media platforms can provide insights into how often your brand is being talked about and in what context.  Use branded hashtags in your posts to track this as well as set up relevant Google Alerts and Google Trends.

Follower growth – Whilst follower numbers are a vanity metric – they don’t have as much meaning as engagement, for instance – it is good to see a positive growth trend over time as more people choose to follow your accounts.

Brand sentiment – Analysing the overall sentiment of comments and mentions can give you can idea of how people feel about your brand.  Positive sentiment indicates a successful brand awareness campaign that resonates with your target audience.

Share of voice – this metric compares your brand’s presence on social media to that of your competitors.  It helps you to understand how much of the conversation in your sector your brand is capturing.

Website traffic – Tracking the amount of traffic going to your website from social media channels can indicate the effectiveness of your brand awareness efforts in driving people to learn more about your brand.

Brand searches – Monitoring the volume of branded searches on search engines can indicate increased brand awareness as people often search for brands they’ve become aware of through channels such as social media.

By tracking these metrics, you can assess the impact of your brand awareness social media campaign and make informed decisions about your future marketing efforts.

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