mktg 351 ch 18 pt 2

reach metrics

measures how many people see posts related to the brand

audience and audience growth rate

audience

total number of people within a brand’s social media network across platforms

audience growth rate

measures how many people are added or lost over a certain period

engagement metrics

measures how many people on a platform interact with posts related to the brand

engagement metrics

measures how many people on a platform interact with posts related to the brand

engagement rate and amplification rate

engagement rate

the percentage of the audience that has interacted with a brand’s content say with likes or comments within a certain period

amplification rate

average number of shares per post within a specified periods

acquisition metrics

measures how many people visit a link within the content related to a brand

conversation metrics, conversion rate, cost per conversion

click through rate

percentage of audience members clicking on a post

bounce rate

percentage of visitors who return to the source site or platform without clicking on the linked site

conversion metrics

measure the transition from seeing the brand content to purchasing it

conversion rate

the percentage of people seeing an ad who make a purchase

cost per conversion

total amount spend divided by the number of conversions

retention metrics (low churn rate)

how many people stay loyal to the brand

churn rate

percentage of audience members who leave within a certain time

brand advocacy

the percentage of audience members who recommended the product or services to others

search engine optimization (SEO)

The process of trying to get higher rankings in search engines so that when customers search for words related to a brand, that brand is more likely to appear first  

Often done by ensuring webpages are up to date with search engine standards, keeping webpage content current and relevant, and linking it to other prominent sites

search engine marketing (SEM)

The practice of paying search engines to display ads for a brand toward the top of a search, using services such as Google AdWords