What are the advanced SMO metrics that you can track for your social media accounts?

Advanced Social Media Optimization (SMO) metrics to track for your social media accounts include: Engagement Ratio, Click-Through Rate (CTR),, Conversion Rate, Social Media ROI, Sentiment Analysis, Audience Demographics, Share of Voice (SOV), Influencer Impact, Social Listening Metrics, Content Performance Analysis.

Keeping an eye on your followers' growth is like tracking your popularity trend on social media. Imagine you're gaining more followers each day; it's like more people are interested in hanging out with you. You figure this out by seeing how many new friends you've made recently and comparing it to how many you had at the start. If the number goes up, you're on the right track; if it goes down, it's time to up your social game.

Your engagement rate can tell you which pieces of content perform better than others, and also hints at what channels might be successful for paid Media campaigns.

Think of engagement rate as measuring how much your friends interact with you. If you post something cool and everyone likes, comments, or shares it, you're definitely catching their interest. To see how well you're doing, you count all the thumbs-ups, comments, and shares you get and compare it to how many people saw your post. High numbers mean you're the life of the social media party, while low numbers suggest your posts might be getting a bit boring.

Before a Social Media Marketer can expect to meaningfully interact with people, a place must be won in each user's AI-determined News Feed. This is true for every news feed on every social media platform. One must "Feed the Algorithm" to succeed, which translates to more posts being seen by more people more of the time. Reach Rate is a function of: 1) Post Impressions (x ∝ y) 2) Total Followers (x ∝ 1/y) The value of each social media post goes up in-step with Reach Rate. For social accounts that are not well-worn, posts circulate amongst a small group of friends, then quickly expire. This is due to News feed AI software. After Reach Rate is conquered, the next thing for the Social Media Marketer is User Engagement. #ReachRate ??

Your reach rate shows how many people actually see your posts out of everyone who could. It's like throwing a party and seeing how many of your invited friends actually show up. You work this out by looking at the number of unique viewers and comparing it to your total number of friends or potential party-goers. A high reach means your party is the talk of the town, but a low reach might mean your invites are getting lost in the mail.

Revenue. All the other fancy social media metrics are just secondary, diagnostic measures. Don’t get caught in the “optimization” and fascination of collecting lots of data about vanity metrics. Start from revenue and trace back to the source. No need for tricky attribution metrics. Look at branded versus non-branded terms— with the increase of branded due to growing your reputation and engagement.

This metric is all about how many people do what you're hoping for after they see your post. For example, if you're selling lemonade and you post about it, the conversion rate tells you how many viewers actually come by to buy a glass. You find this out by dividing the number of buyers (or any action you wanted) by the number of people who checked out your post. A high rate means your sales pitch is working; a low rate means it might be time to rethink your strategy.

If you’re Starbucks, share of voice is a fun corporate brand metrics to track. But if you aren’t at a Fortune 500 company, SOV is a silly game. Win SOV by just boosting the most engaging posts on whatever channel you want to win on. Silly cat photos and fun stuff will drive more “engagement”, which then increases whichever SOV metrics you want to inflate. We’ve done this for Nike, Red Bull, and other companies. That’s how I know.

Imagine you and your friends are all talking about your favorite video games. Share of voice measures how much everyone is talking about your favorite game compared to others. It's like looking around and noticing if everyone is excited about the game you brought up or if they're all chatting about something else. You figure out your share by counting how often people mention your game compared to others. A high share means your game is the hit of the conversation; a low share means it might be time to find a new favorite.

All off the above can be considered if you are building and maintaining a strong community around your brand. The value of community is often overlooked but is one of the most important because you can derive much deeper knowledge of your business from it. Not only are you able to measure engagement and other metrics, but you have a sounding board for new ideas and a wonderful feedback mechanism that can elevate and expediate research and development processes. I would like to add that what Dennis Yu has said in his comments early, that Revenue is the strongest metric, but when growing a brand from scratch you do need to pay attention to your marketing metrics if you dont have revenue to track.

1. Schema Markup: Implement schema markup for social profiles. 2. UTM Parameters: Use UTM parameters for tracking in Google Analytics. 3. Social Metadata Optimization: Optimize Open Graph and Twitter Card metadata. 4. Social Signals Monitoring: Monitor engagement metrics. 5. Backlink Analysis: Analyze social media backlinks. 6. Social Crawling Tools: Utilize social media monitoring tools.