The Social Media Metric No One’s Talking About

When business owners ask me about monitoring social media metrics and campaign analytics, they often expect me to dive into a nerdy conversation about tracking impressions, clicks, and engagement.?

Don’t get me wrong, I am well aware of the importance of this data, and I am a strong proponent of tracking it. Still, as someone with many years of experience in this industry and a background in psychology, I know that when we think about social media, the most important thing to consider isn’t these numbers. It’s something else. Something no one ever seems to talk about.?

And that thing is word-of-mouth marketing.?

Word-of-Mouth Marketing

By definition, word-of-mouth marketing involves spreading awareness about a brand through referrals and recommendations. These may be in the form of casual conversations where you rave about a product or service and then encourage your network to try it out too.

Developing a Winning Social Media Strategy

In essence, you can use social media to craft strong strategies that generate social capital to get people talking about what you’re doing and how your business is impacting the world.?

If people are excited about what you're company is posting, your content will gain more traction.

I have supported businesses by developing campaigns like this for the past five years, and this style of social media marketing has led to big wins for their business.?

More sales. More deals. Big exposure.

Let's Use Social Media to Generate More Social Interactions

Ultimately, if your posts don’t lead to people being social, what’s the point of creating them in the first place? It's important to remember that your audience is becoming more sophisticated and doesn't necessarily enjoy scrolling by the latest virtual billboard you've created. ?

Facilitating community interaction will lead to an engaged audience with whom you can share your offers again and again and again.?

If you’re sitting there thinking, “but seriously, how can we track word-of-mouth and the social capital behind our strategy?”

To that, I say you’ll know your strategy is strong because of the conversations you’re having with the people that matter most, and your general social media metrics will be able to detect the shifts.

Want more? I created a video about this same topic.

Meet Emmy!

Emmy Kissinger is a mom of 3 from Iowa and the Owner and Founder of Connect Well Social. After 7.5 years working in the field as a school psychologist, she started building her own business.

Four years later,?she has a proven track record for helping small businesses and corporate brands create and execute a genuine and personalized social media strategy to grow and go where their customers are.?

Learn more about Emmy and her work at www.connectwellsocial.com.