January 31, 2018 / By Jim Rudden
Fifty-two percent of millennials report using social as a support channel in 2016. Fifty-three percent of customers expect a social customer service response in 1 hour or less. Volume is going up, and the expectation of a quick response along with it.
we looked at the tweets of 20 enterprise brands in our social iceberg report. We found that the majority of social content created by brands is not 1:many marketing messages, but 1:1 interactions, initiated by customers. Five percent of interactions were started by the company while 95% were responses to customers. To put things in perspective, 89% of the time brands don’t respond when they are mentioned online.
Make time for social innovation in addition to social ROI
7 metrics that matter in 2018
7 metrics to remember when creating your 2018 strategy:
- Post Volume – Each time you post to social, it improves or diminishes your relationship with your followers. There is an ideal cadence for every brand and every channel.
- Stories Consumption – Instagram Stories has more than 300 million daily users, per Facebook stats. Understand how people are watching your stories.
- Relevance Score – Like SEM on Google, Facebook use a 1-10 “relevancy” score to give paid posts more or less exposure. Every ad on Facebook (and Instagram) has a relevancy score, based on how well an ad is performing, positive interactions, and negative interactions.
- Video Minutes Viewed – Total and average minutes watched are better metrics than video views, especially on Facebook where just 3 seconds counts as view. Video is growing in relevance and prevalence.
- Response Time – Speed matters. Fifty-three percent of customers complaining in social expect a reply within 60 minutes.
- Post-Click Conversion Rate – If social is driving people to your site or landing page, the click by itself isn’t really a success metric. What matters is what happens after the click. How many people do the thing you want them to do. ROI – The formula for calculating ROI is always return minus investment, divided by investment, expressed as a percentage.