The term “SoMe” stands for “Social Media”, which translates to social media. In marketing, it is a broad field that encompasses strategies, activities, and communication on various social media sites such as Facebook, Instagram, Twitter, LinkedIn, TikTok, and others.

In today’s digital world, social media plays a key role in brand building, raising awareness of products and services, and interacting with audiences. Businesses and marketers use SoMe as an effective channel for reaching customers and creating a community that is connected to the brand.

Social Media, or SoMe, involves not only publishing content, but also engaging in conversations, listening to user feedback, building relationships, and actively communicating with the target audience. The focus is on making content naturally engaging, shareable, and generating interactions.

Social media marketing can be divided into several basic areas:

• Content marketing on SoMe – creating relevant and valuable content is the foundation of any successful social media marketing strategy. Content can take many forms – from text posts and visuals to videos, to live broadcasts and podcasts. Each social network requires a specific approach. For example, Instagram is dominated by visuals, while Twitter emphasizes concise and to-the-point messages. On LinkedIn, on the other hand, more formal and professional content is preferable.
• Community Management – proper use of SoMe involves not only publishing content but also actively communicating with fans and customers. This includes responding to comments, engaging in discussions, and addressing issues or complaints that users may express through social media. The goal is to build and maintain positive relationships that increase brand trust and strengthen customer loyalty.
• Social Media Advertising – Paid advertising is an integral part of the SoMe strategy. It allows you to target specific groups of users based on demographics, interests, or behaviors. This type of advertising can include post-promotion, targeted campaigns, or remarketing. The advantage of social media advertising is its flexibility and the ability to accurately measure results, allowing businesses to effectively optimize their campaigns.
• Analyzing and measuring results – Success on social media can be measured using a variety of metrics such as likes, shares, comments, reach of posts, or conversion rates. With this data, marketers can evaluate what’s working and adjust their strategy. Analyzing the performance of social media campaigns helps to better understand the behavior of the target audience and improve future marketing activities.

Content marketing on SoMe

Content marketing on social media (SoMe) is one of the most important tools of modern marketing. It aims to engage the target audience with relevant and valuable content that not only captures attention but also triggers interactions, strengthens brand awareness, and ideally supports purchase decisions. In a digital era where consumers are increasingly turning to social media for inspiration, entertainment, and information, effective content marketing is essential for any brand that wants to succeed.

Why is content marketing important on SoMe?

Content marketing on social media allows businesses to build long-term relationships with customers without focusing too much on the hard sell. When a brand offers content that is useful, interesting, or inspiring to its audience, it naturally creates trust and positive perceptions. It’s important to remember that consumers today, more than ever, prefer authentic and informative approaches that deliver value to them. So instead of constantly promoting their products and services, brands are focusing on creating content that entertains their audience or makes their lives easier.

Social media is an ideal platform for content marketing. They offer the ability to reach a wide range of users while targeting specific segments through precise audience targeting. Plus, they provide real-time feedback – likes, comments, shares or other interactions instantly show how content is resonating. This allows marketers to react quickly, refine their strategies, and optimize performance.

How is content marketing done on SoMe?

Effective content marketing on social media starts with a thorough understanding of your target audience. Who are your customers? What are they interested in, what do they need, and what content do they prefer? The answers to these questions determine what type of content will be most effective. For example, the younger generation may prefer short, entertaining videos, while professionals on LinkedIn will appreciate expert articles and case studies.

In addition, content needs to be formatted and style-specific to the platform. Each social network has its own rules and best practices. On Instagram, visual aesthetics are key; photos, videos, and graphics must be attractive because users there are primarily visual stimuli. Twitter, on the other hand, requires brevity and punchiness. Here, quick news, updates, and ideas are shared that are easily digestible and immediately engaging.

Proper timing is also important. Each target group has its specific times when it is most active. Publishing content at these times can dramatically increase reach and engagement. In addition, marketers need to monitor performance metrics such as reach, engagement rate, and conversion rate. These metrics help determine what’s working and what needs improvement.

What principles apply to content marketing on SoMe?

There are a few key principles that marketers follow when creating content on SoMe:

• Relevance and value – content must be relevant and deliver value to the target audience. This can mean that it provides practical tips, solves users’ problems, or simply entertains them.
• Authenticity – today’s users are very sensitive to dishonesty and manipulative tactics. Brands that communicate openly and authentically are much more likely to gain the trust of their audience.
• Consistency – Successful content marketing requires regularity. Publishing posts at set intervals helps build anticipation and strengthens the relationship with followers.
• Engagement – social media is all about interaction. Brands should actively respond to comments, have conversations, and be present wherever their products or topics are being discussed.
• Visual and storytelling – people are naturally drawn to visual content and stories. Marketers use stories to connect the brand to the emotions of users and combine them with compelling visuals.
• Adapt to the platform – each social network has its specifics and users expect a certain type of content on it. It’s important to tailor the format, length, and style of content to the specific platform to make it as effective as possible.
• Timing – publishing content at the right time, when your target audience is most active, can significantly increase reach and engagement. Analyzing audience activity helps optimize publishing time.
• Empathy – the ability to understand and empathize with users’ emotions and needs is essential. Content that reflects the audience’s real concerns, joys, or frustrations can establish a deeper connection.
• Sustainability and quality – instead of overwhelming your audience with constant content, it’s better to focus on quality and create fewer, but more valuable and thoughtful posts.
• Experimentation and flexibility – social media is constantly evolving, so it’s important to try new formats, trends, and approaches. A successful marketer should be prepared to adapt to change and learn from experimentation.
• Personalization – content that is tailored to users’ individual preferences and interests is more likely to succeed. Using data on user behavior and preferences allows for better targeting and increases the relevance of content.
• Emotional appeal – posts that evoke emotions have a greater chance of spreading and engaging. Content should evoke laughter, inspiration, emotion, or perhaps a sense of belonging to be memorable.
• Emphasis on community – encouraging interaction between followers and creating a space for discussion and sharing experiences helps build a community that is closely connected to the brand.
• Relevance – content should reflect current events and trends. Responding to current events or engaging in popular conversations can increase the visibility and relevance of posts.
• Clarity and brevity – in the fast-paced environment of social media, content must be clear, direct, and easy to understand. Users value content that quickly conveys its main idea.
• Educational content – Sharing educational and informative content that adds something to the user experience increases your authority in the industry and helps maintain long-term interest.
• Repetition of key messages – Repeatedly sharing key messages in different formats and variations helps build awareness and reinforce your brand in the minds of users.
• User-Generated Content – Engaging with user-generated content increases credibility and promotes authenticity. Sharing posts from fans or customers creates a sense of belonging and community appreciation.
• Storytelling – using stories that evoke emotion and connect with user experiences can transform ordinary content into memorable experiences.
• Interactive content – including interactive elements such as polls, quizzes, questions, or contests encourages users to engage and extends the time they spend with your content.
• Long-term relationship building – your strategy should focus on building long-term relationships with followers, not just short-term gains. It’s important to create content that maintains interest and engagement over time.
• Take cultural differences into account – if the content is intended for an international audience, it is important to take cultural differences into account and adapt language and cultural messages to be appropriate for different regions.
• Search engine optimization (SEO) – when creating content, it’s a good idea to think about how users can easily find it. Proper use of keywords, hashtags, and other SEO elements helps increase the visibility of content.
• Accountability – Brands should be responsible for the content they share and take care not to spread misinformation or content that may be harmful or offensive. Adhering to ethical principles strengthens credibility.

What is the purpose of content marketing on SoMe?

Content marketing on social media serves many purposes. The primary purpose is to increase brand awareness and attract the attention of new potential customers. It can also help build relationships and loyalty with existing customers. Content that is valuable and inspiring can motivate users to follow the brand, share its posts, and become brand ambassadors.

Last but not least, content marketing is effective in driving conversions. Whether it’s a click on a link leading to an e-shop, a form fill, or a direct purchase, well-thought-out content can guide users through the entire buying process. Content can also educate customers about products and their benefits, eliminating doubts and fears that could hinder a purchase decision.

Community management

Community management, also known as community management, is a key element of modern social media marketing. It involves actively building and managing relationships with a brand’s audience and creating an environment where community members feel welcome, heard, and motivated to collaborate and interact. In a digital world where users have access to a myriad of information and options, effective community management is one of the main ways to gain customer loyalty and attention.

Why is community management important?

Community management is essential for brands because social networks are no longer just platforms for disseminating information. They have become places where people look for inspiration, engage in discussions, share their experiences, and express their opinions. Today, it’s not enough to just publish content – brands need to actively communicate and respond to their audience’s suggestions to build strong relationships and gain trust.

Social media users want to feel that their opinions matter and that their favorite brands are listening to their needs and wants. If a brand communicates impersonally or doesn’t respond to feedback, it quickly loses its authenticity and credibility. Conversely, brands dedicated to their community are often perceived as more approachable, reliable, and friendly. By managing their communities, companies can more effectively solve problems, answer questions, and gain valuable insights about their customers that they can then use to improve their products or services.

How is community management done?

Community management requires a combination of strategies and skills that focus on effective communication and a proactive approach. The first step is listening. Brands need to monitor what people are saying about them on social media, whether it’s comments on posts, mentions in discussions, or posts created by users themselves. This process, known as “social listening,” helps marketers understand the sentiments and opinions of their audience and respond to them in the best way possible.

The next step is interaction. A community manager must be prepared to respond to questions, say thank you for positive feedback, address complaints, and actively engage in conversations. Communication must be friendly, open, and authentic. Automated responses and boilerplate responses can feel impersonal and give a negative impression. Each comment or question should be handled with respect and individuality that highlights the human approach of the brand.

Community management also includes moderating discussions. This means maintaining a safe and respectful environment where people feel comfortable. This includes removing inappropriate posts, resolving conflicts between community members, and ensuring that conversations stay within the rules of the community. A community manager must have the ability to assess situations and respond with tact to maintain a positive atmosphere.

What principles are applied in community management on social media?

• Speed of response – in the digital world, users expect a quick response. A community manager should respond to queries or complaints as soon as possible to avoid escalating the problem and to make users feel that the brand is paying attention to them.
• Delivering value – posts and communications should deliver value to users. This can be informative content, tips, advice, or answers to questions that are genuinely helpful and meaningful.
• Positive approach – even when criticism or negative feedback is received, it’s important to respond positively and with a willingness to resolve the situation. A positive tone can ease tensions and show the brand in a good light.
• Openness to dialogue – community management should not be one-sided. The community manager should encourage discussions and dialogues between community members and be open to new opinions and feedback.
• Adaptation of communication – it is necessary to adapt the style and tone of communication to the target group. Talking to a young audience on Instagram will be different from talking to professionals on LinkedIn.
• Patience – working with a community can be challenging, especially when there are conflicts or repeated questions. Patience helps to manage difficult situations without losing the quality of communication.
• Knowledge of the platform – a community manager should understand the specifics of each social network and know what features and tools are available to effectively manage the community.
• User-generated content support – encouraging community members to create and share brand-related content. Sharing such content increases engagement and fosters a sense of belonging.
• Conflict management – the ability to manage conflict is key. A community manager should be able to calm situations and find a solution that satisfies all parties, while always maintaining respect and fairness.
• Community education – providing educational content that helps community members better understand products, services or topics that are relevant to them.
• Working with influencer marketing – working with influencers or brand ambassadors can help empower the community and bring new content and perspectives.
• Long-term relationship building – focus on creating long-term relationships that go beyond immediate campaigns. The community should perceive that the brand is there for them, not just when they need to promote a new product.
• Personal touch – address users by name when appropriate and personalize communications so they feel valued and respected as individuals.
• Keeping an eye on trends – the community manager should be aware of current trends and include them in communications when they are relevant to the community and can bring value.
• Measurement and analysis – constantly monitor performance and community engagement through metrics and analysis. This allows you to optimize your approach and continuously improve your data-driven community management.

What is community management for?

The main purpose of community management is to build and maintain customer relationships. When people feel that the brand hears them and that their opinions matter, their loyalty and willingness to recommend the brand grows. A well-run community can become a powerful tool for spreading word of mouth (personal recommendations), which is invaluable for any brand.

Another benefit is improved customer support. Many users today expect to find answers to their questions or solutions to problems directly on social media. A community manager can respond quickly to their needs, which increases customer satisfaction and maintains a positive brand perception.

Community management also provides valuable customer insights. By interacting with users, brands can better understand what their audience values, what they are concerned about, and what changes they would like to see. These insights can be used to improve products, services, or marketing strategies.

Ultimately, community management is one of the most effective ways for brands to make meaningful connections with their audiences. However, it requires constant nurturing, strategy, and the ability to adapt to changing user needs and expectations. Community management isn’t just about solving problems, it’s about proactively building relationships that help brands grow and thrive in the digital space.

Social Media Advertising

Social Media Advertising is one of the most powerful tools modern marketing has to offer. In an era where people are constantly connected and active on various social platforms, social media advertising is an effective way to reach your target audience right where they spend a significant amount of their time. For many businesses, it has become a key part of their marketing strategy as it not only allows for accurate targeting but also effective measurement and performance optimization.

Why is social media advertising important?

One of the main reasons why social media advertising is so important is its ability to reach a very specific audience. Platforms like Facebook, Instagram, Twitter, LinkedIn, TikTok, and others allow marketers to target ads based on user demographics, interests, behaviors, or geolocation. This means that businesses can reach the exact people who might be interested in their products or services, maximizing the effectiveness of their ad campaigns.

Another reason is that social networks offer a plethora of advertising formats. From traditional text and image ads to interactive videos to stories or carousel ads that allow you to display multiple products at once. Each platform offers different ways to present ads, allowing companies to be creative and tailor their content to the specifics of each network. This not only increases the likelihood that an ad will catch the eye but also encourages deeper user engagement.

How do you advertise on social media?

Successful social media advertising starts with a clear and well-defined strategy. The first step is to establish the campaign objectives. Brands need to be clear about what they want to achieve – whether it’s increasing brand awareness, generating leads, direct sales, or increasing engagement on posts. Each goal requires a different approach and strategy, so it’s important to be clear from the start about what outcome is a priority.

The next step involves choosing the right platform. Each social network has a different type of user and lends itself to different marketing purposes. Facebook and Instagram are ideal for visual and interactive content, LinkedIn is great for B2B marketing and professional campaigns, while TikTok is perfect for dynamic and creative videos that appeal more to younger audiences (or rather, you’ll find older audiences here as well, but in general TikTok requires a different type of creative than other social media platforms and is suitable for users who like to consume shorter video formats). Choosing the right platform depends on where your target audience is and how you want to communicate with them.

Content creation is another important aspect. Content needs to be attractive, authentic, and tailored to the platform. Short videos can be more effective on Instagram and TikTok, while professional posts and articles work better on LinkedIn or even Facebook. It’s also important to experiment with different formats such as live streaming, stories, polls, or interactive ads to see what works best with your target audience.

What principles apply to social media advertising?

There are a few principles that marketers should follow to make their social media advertising effective:

• Precise targeting – the ability to target ads to specific user segments is one of the biggest benefits of social media advertising. It’s important to take advantage of the targeting options available, such as age, gender, interests, and location, and create campaigns that reach the right people.
• Testing and optimization – ads need to be constantly tested and optimized. This means creating A/B tests with different versions of content, seeing which variant performs better, and adjusting your strategy based on the results.
• Creativity and innovation – social networks are awash with content, so you need to be creative to make your ads stand out. Interesting visuals, fresh text or an innovative approach can help grab attention and engage your target audience.
• Clear Calls to Action (CTAs ) – Every ad should have a clear call to action. Whether it’s “Buy Now”, “Sign Up” or “Follow Us”, it’s important that users know what is expected of them.
• Measurement and analytics – Effective advertising requires constant monitoring of performance using analytics tools. Metrics such as click-through rate (CTR), conversion, reach, and return on investment (ROI) provide valuable information on how successful your campaign is and what needs to be improved.
• Flexibility in your campaigns – the ability to quickly adapt your ads and strategy to current data and trends is essential. Social media is constantly changing, and it’s important to react to changes and adapt campaigns in real-time.
• Life event targeting – advertising platforms allow you to target users based on major life events such as a wedding, the birth of a child or moving house. This can create campaigns that are extremely relevant to the audience.
• Remarketing – the ability to reach users who have previously visited your site or interacted with your content helps increase the likelihood of conversion. Remarketing campaigns are often very effective because they target people who are already interested in the brand.
• Personalization – the ability to create personalized ads based on user interests and behavior increases the chances of success. People respond more positively to content that is tailored to their preferences.
• Leveraging user data – social networks provide a wide range of user data that can be used to target ads more accurately and effectively.
• Dynamic ads – ads that automatically adapt to specific users based on their behavior and preferences can be very effective in attracting attention and increasing conversions.
• Geo-targeting – the ability to target ads to users in a specific geographic area is useful for local businesses and specific campaigns that need to reach audiences in a particular region.
• Timing – the ability to set ads to show at specific times when your audience is most active increases the chance that ads will be seen and acted upon.
• Multi-format options – social networks allow you to use different formats such as videos, images, stories, carousel ads, or interactive elements to increase engagement and allow for a creative approach.
• Interaction-focused ads – Campaigns that focus on increasing engagement, such as sharing, liking, or commenting, can strengthen the relationship with the brand and encourage the spread of content.
• Mobile ads – with the growing number of mobile device users, ads need to be optimized to be highly visible and attractive on mobile phones and tablets.
• Conversion path tracking – understanding how users interact with your ads and what their customer journey is like helps optimize campaigns and increase effectiveness.
• Contests and engagement campaigns – Creating contests and interactive campaigns can increase engagement and draw attention to your brand, encouraging viral content distribution.
• Access to influencers – social networks make it easy to engage with influencers who can promote your brand and increase the reach and credibility of your campaign.
• Real-time feedback – the ability to get instant feedback from your audience allows marketers to adapt strategies and respond to customer needs and preferences.

What is social media advertising for?

Social media advertising can serve a variety of purposes, depending on a brand’s needs and goals. The main purposes include increasing brand awareness. Thanks to the wide reach of social media, companies can effectively spread awareness of their products or services to relevant audiences.

Another purpose is lead generation. Ads can include lead collection forms that are simple to fill out and allow brands to gain valuable information about leads. Sales promotion is another common goal, with ads aimed at directly increasing conversions and sales. Offers, discounts, or limited promotions can be very effective in motivating users to buy.

Social media advertising also encourages interaction and engagement. Directly interacting with customers and engaging them in brand activities can strengthen loyalty and create an active community around the brand. In addition, social advertising is a valuable tool for remarketing, i.e. reaching users who have already shown interest in the brand but have not yet taken the desired action.

Social media advertising and its disadvantages for companies and users

Social Media Advertising (SMA) is one of the most effective marketing tools today, but it is also becoming an increasingly challenging area that carries many risks. Companies that choose to invest in advertising on platforms like Facebook, Instagram, LinkedIn, or TikTok often face the same problem over time – simply that this single (or one of the main acquisition channels) becomes so costly for them that it no longer makes sense.

But then what? Often, business owners choose between the bad choice (stop campaigning, start rapidly cutting costs/layoffs, and say goodbye to endless growth in the business) or the even worse choice (continue with a losing business model and rely on a miracle to happen over time).

Rising advertising costs

One of the biggest challenges facing businesses is the ever-increasing cost of social media advertising. Since 2020, major platforms such as Facebook and Instagram have seen a significant increase in advertising costs. For example, during the COVID-19 pandemic, there was a spike in online marketing activity, which led to intense competition, resulting in higher cost-per-click (CPC) and cost-per-thousand impressions (CPM).

Hootsuite reports that the average cost per thousand impressions (CPM) on Facebook will increase by more than 47% between 2020 and 2022. This trend is forcing businesses to reevaluate their budgets and find new ways to optimize campaigns to stay competitive. For small and medium-sized businesses that don’t have large marketing budgets, it may become increasingly difficult to achieve the desired results without significant investment. The option is to start building a brand (a loyal customer will come back and cost me essentially zero pennies).

Alternatively, SEO or other channels where they aren’t forced to keep paying more and more for performance (lead/contract). Unfortunately, companies often make this decision quite late, usually when they are facing bankruptcy or already standing over the debt cliff.

Complexity and technical complexity in campaign management

Another issue is the increasing technical and strategic complexity of ad management. Platforms such as Meta (which manages Facebook and Instagram) are constantly introducing new tools and targeting options, which increases the complexity of ad campaigns (the whole process is already so complex that even a social media professional is not fully versed in the different options and their impact, let alone a small business owner). Marketers need to stay up-to-date with the latest changes to effectively manage their campaigns, which again, as an owner or smaller business, you won’t be able to keep up.

For smaller businesses without dedicated professionals, this is a huge challenge. Plus, platforms often change their interface and settings, which can lead to frustration and loss of efficiency when managing campaigns. On the other hand – having an expert means you have to pay them, i.e. you have to be able to make money from them and you’re in this endless vicious circle. The ideal state is to honestly learn some of this and manage what you can internally (for day to day operations and agenda) and use consultants for the more complex stuff (initial setup or review after some time).

Increasingly strict regulations and rules

To make matters worse and not so simple, regulations regarding online advertising, data protection, and transparency are also getting stricter, and new rules are being created that companies have to comply with (and which are known only to interested lawyers and professionals working in the industry). In the European Union, for example, the General Data Protection Regulation (GDPR) has introduced strict rules regarding the collection and processing of personal data. This regulation has influenced how companies can target advertising to users and how they can track their behavior, and these rules and regulations are also gradually evolving (in my opinion, in a completely nonsensical direction, where it is completely meaningless and far from the original idea of protecting the user – basically, these new rules do not protect the user very much, big companies have found ways to successfully circumvent these rules anyway, and it has only made marketing even more complicated and expensive overall, and in some ways essentially made it impossible to do marketing legally).

In addition, Meta, which manages Facebook and Instagram, is also constantly updating its advertising policies. Companies and users themselves often complain about the vagueness and opacity of these rules. For example, if an ad violates Meta’s policies, it can be immediately banned or the account can be blocked (including your page), which can have dramatic effects on a company’s marketing strategy. Marketers also complain that rules are often changed without sufficient communication, leading to confusion and increased risk of errors.

This is not to mention how super tech support on these global platforms is, where you either get into a loop where someone does address something with you, but actually solves absolutely nothing and only robs you of time with this form of communication and (in)customer service. Problems take weeks to resolve, which can cause significant financial losses. Heaven forbid, if for example someone has hacked your account and swiped a significant amount of money from it, then again, arranging for some sort of recovery is an unearthly task in some cases.

That’s why it doesn’t pay to build your entire business on just one paid source or just paid advertising sources.

Any changes in their policies or algorithms can have a huge impact on the performance of campaigns and therefore the functioning of your business. This dependency reduces the flexibility of companies and increases the risk of sudden changes that can jeopardize their marketing results. Companies must constantly adapt to rules that are out of their control.

Therefore, always try to think about what would happen if this main source of your paid campaigns stopped working. What would you have to start doing differently? And if you know that, don’t wait for anything and start doing it now, because one of this doomsday will come when you have to shut something down (or some of this super giant will shut something down on its own because you break one of the 200 rules or this marketing channel will stop working because the algorithm changed and suddenly you’re uploaded from one day to the next).

Social Media Analysis/Analytics

Social Media Analysis and Analytics is one of the most important aspects of effective marketing on digital platforms. Without a clear understanding of what impact your campaigns are having and what metrics to track, you can’t truly know if your strategy is working or where you need to make changes. Analyzing and measuring results helps marketers turn data into valuable insights that can lead to better decisions, increased efficiency, and improved return on investment (ROI).

Why is analytics and outcome measurement important?

In today’s rapidly changing social media landscape, it’s essential to clearly understand which posts, campaigns, or formats are working and which aren’t. The data gathered from analytics allows marketers to understand target audience behavior, track trends, and respond to user feedback. Without measuring results, marketers would be operating solely on assumptions and intuition, which could lead to inefficient use of resources and time.

In addition, analytics helps identify opportunities and uncover weaknesses in campaigns. For example, if you find that a certain type of content generates higher engagement, you can place more emphasis on it in future campaigns. Conversely, if certain posts are not meeting expectations, analytics will allow you to determine why this is happening and make the necessary adjustments.

How is the analysis and measurement of results done?

The process of social media analysis and measurement starts with defining goals. It’s important to know exactly what you want to achieve – whether it’s increased brand awareness, gaining new followers, increased sales, or better user engagement. Each goal requires the measurement of different metrics, so it’s essential to be clear from the start on what to focus on.

You also need to choose the right tools for measurement and analysis. Platforms like Facebook Insights, Twitter Analytics, Instagram Insights, or third-party tools like Hootsuite, Google Analytics, or Sprout Social provide detailed information on post-performance, audience demographics, reach, and interactions. These tools allow marketers to track and evaluate data in real time.

The analysis focuses on measuring key metrics, which may include:

• Bounce Rate – the percentage of users who visited your website via a social media link but left without interacting or viewing other pages.
• Return Visitor Rate – the percentage of users who return to your content repeatedly, indicating that your content is relevant and interesting to them.
• Video Completion Rate – the percentage of users who watched your video from start to finish, which is useful for assessing how engaging and relevant your video is.
• Average Watch Time – The average length of time users spend watching your video, which shows how engaging your video content is.
• Cost Per Click (CPC) – The average amount you pay for each click on your ad, which helps you measure the cost-effectiveness of your campaigns.
• Cost Per Conversion (CPC) – the cost of getting one conversion, which allows you to gauge how effectively your ad is delivering results compared to the resources you’re spending.
• Share Rate – the proportion of users who share your content with their own audience, which shows how viral and engaging your content is.
• Mentions – the number of times your brand has been mentioned on social media, which helps track brand awareness and popularity.
• Churn Rate – the percentage of followers who stopped following your profile during a certain period, indicating your audience’s level of satisfaction with your content.
• Sentiment Ratio – an analysis of the ratio of positive and negative comments or mentions about your brand, which helps you understand how your brand is perceived.
• Average Response Time – the average time it takes you to respond to comments, questions, or messages, which is important for evaluating customer service on social media.
• Profile Clicks – The number of users who clicked on your profile after viewing your content, indicating interest in learning more about your brand.
• Lead Conversion Rate – The percentage of leads that turn into paying customers, which measures the effectiveness of your campaign in generating valuable leads.
• New Followers – The number of new followers you have gained over a certain period, which is an indicator of the growth and popularity of your profile.
• Cart Abandonment Rate – the percentage of users who added a product to their cart but did not complete the purchase, which helps identify weaknesses in the buying process.
• Engagement-to-View Ratio – The ratio of the number of views of a post to the number of interactions, which shows how effectively your content is attracting attention and engagement.
• Organic Reach Rate – The percentage of your audience that has seen your content without paid promotion, which helps gauge the effectiveness of your organic content.
• Impact Rate – A measure of how much impact your content has on user behavior, such as how often users engage or take a desired action after viewing a post.
• Return on Investment (ROI) – a measurement of the profitability of your campaigns based on the revenue generated versus the cost incurred, a key metric for assessing success.
• Post Share Rate – the percentage of posts that users share with others, which can indicate the level of relevance and attractiveness of your content.

In addition to these basic metrics, it’s also important to analyze qualitative data, such as comments or user feedback. This data can provide deeper insight into how people perceive your brand, what they like, and what could be improved.

What principles are applied in the analysis and measurement of results?

There are a few basic principles that guide the analysis and measurement of social media results:

1. Regularity – measurement should be done on a regular basis, such as weekly or monthly, to track the evolution of campaign performance and respond to changes.
2. Contextualisation – the numbers themselves may not mean anything if they are not put into context. It is important to compare results with past campaigns, competitors, or specific events that may have influenced performance.
3. Flexibility – social media strategies should be flexible enough to respond to the results of the analysis. If it turns out that a particular tactic isn’t working, you need to have the courage to change it or abandon it altogether.
4. Optimization – Content and campaigns need to be continuously optimized based on the data. This includes adjustments to targeting, post timing, content formats, or the creative itself.
5. Emphasis on ROI – ROI is a key metric that helps marketers understand if the spend is paying off. It’s important to calculate how much money or time was invested and what the output was.

What is the purpose of analyzing and measuring results?

Analyzing and measuring results on social media is used to make more accurate decisions. They allow marketers to see which strategies are most effective and which ones are not working. They also allow for better resource allocation, meaning budgets and energy are focused on tactics that deliver the best results.

In addition, performance measurement allows you to identify new opportunities. For example, if you find that certain content is generating far more shares than others, it may indicate that you should include that type of content more often in your strategy. In addition, data analysis helps you better understand your target audience – what they’re interested in, what formats they prefer, or when they’re most active.

Last but not least, measuring results is important for proving the value of marketing campaigns. Data and analytics allow marketers to show executives or clients how effective their campaigns are and to justify their investments and strategies.

Why is SoMe important in modern marketing?

Social media offers businesses a unique opportunity to be in direct contact with their customers and receive valuable feedback from them. In an age where interaction and authenticity are key, SoMe platforms provide a space where brands can show their human side, share their story, and inspire their audience.

A successful social media presence can not only increase brand awareness but also directly impact sales results and create loyalty. That’s why it’s important in marketing to have a clearly defined and well-thought-out SoMe strategy.