3 steps to determine the value of your social media following

How to make the most of your social media engagement

Know the value of your social media efforts.

There is no doubt that social media marketing is very important. It allows companies to directly engage with their customers, build brand presence and ultimately grow their businesses. You can use various metrics to measure your social media strategy success. Some companies believe that the total number of followers or fans is what matters the most for having a well-established presence online. How do you determine the value of your social media following?

Look at the engagement of your followers.

The number of followers and fans you have means nothing if they aren’t engaging with your content (posts, tweets, pins, etc.). You need to make sure that your followers are real people, with real accounts, who have an interest in your product or service. When someone follows your business account or sends you a friend request, be sure this person has a connection with your industry or is genuinely interested in your company. Gaining quality followers and fans will help you with organic search engine rankings.

Measure your conversions.

Google Analytics allows you to track traffic and visitors to your site. It can also help you track the monetary value that social media sites generate through leads.

Consider acquisition cost.

There are many high-quality tools available that allow you to determine your social media followers’ acquisition cost. As your brand grows, consider investing in social analytics so that you don't waste your time and money on a social media platform that offers no return.

Periodically updating and evaluating fans and followers is a great way to measure the value of your social media accounts. High quality accounts will have followers that are specifically interested in your product or service. This makes the social media relationship mutually beneficial.

Axia Public Relations’ PR professionals are ready to boost your social media performance and grow your business. Download our complimentary Essential Social Media Management Guide to start using social media to its full potential.

Yulia Dianova is a public relations professional who is skilled in building relationships with target audiences. Yulia earned a master’s degree in public relations management from University of Maryland University College. She is fluent in Russian and English and is always looking for a new challenge. Yulia has worked for Axia Public Relations since July 2015. Learn more about Yulia Dianova. Connect with Axia on Twitter @axiapr or tell us what you think in the comments below.