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The 4 Most Underrated Social Media Metrics You Should Be Watching

DialogTech

Social media is often the Wild West of many marketing organizations. Success can be difficult to measure in a landscape where arguments of which social media metrics are actually important are constantly being rehashed. But whether you decide eyeballs or action is more valuable to your brand, there are some metrics out there that we know are vastly underrated. Here are four.

Share of Voice

Most brands know to track mentions of their own product and company, but it doesn’t really tell you much unless you’re keeping tabs on the competition as well to see how you stack up against each other. A Share of Voice report enables you to measure the strength of your name and compare it to that of your competitors. Paid social media monitoring software (Radian6, Spiral16, etc.) give you this capability with their platforms, but there are free tools out there that can give you some insight as well.

Phone Calls

Mobile search alone will drive 73 billion calls per year by 2018—wow. That means millions and millions of consumers are searching for your services or products on their device and then converting as a phone call. Which makes sense: it’s easier to click the “call” button than it is to fill out a form, even if the website is responsive. Plus, with social media giants like Twitter testing out click-to-call for advertisers—and seeing big results—phone calls from social media are going to continue to grow. Call tracking products already exist that can help close the gap on this metric, so don’t panic.

Inbound Links

Any SEO expert will tell you that without other sites linking to your website, it’s unlikely that you’ll be one of those first ten results on page one of Google’s search results. Luckily, the nature of social media ordains that social media users are often linking to websites and content all the time, and measuring those inbound links will tell you a lot about the strength of your blog, for example. You can compare the numbers and sources to those of your competitor, track which sites are linking to you/them, etc. Moz has a great tool that enables you to track these links.

Searchability in Social

Last year Neil Patel said that social is the new SEO, an almost precognitive stance when you consider the fact that Google search results will reportedly include tweets in real-time soon. These days, heavy social media users search for content on social media (especially Twitter, Instagram, and Pinterest) the way they would a search engine. How searchable is your content in key areas? This may not be a metric that you would quantify on your monthly metrics, but it’s certainly something social media managers should keep in mind.

There are tons of metrics you should be watching as you gather your social data, but don’t neglect these four. And if you want to take it a step further and learn more about how to crank up your lead generation efforts on social media, download this white paper.