social media manager  key performance indicators  followers  engagement  content  negative reactions  social media  media monitoring tool

What do social media managers do?

It began as a hub for those with special interests and nowhere to indulge with like-minded fans. Today, it’s the most dominant form of communication in the world. Social media has grown increasingly important, both as a form of social discourse and as an advertising platform.

More and more companies and organisations choose to employ staff who are dedicated specifically to working with social channels. This is a natural development, given the undeniable role social media plays in society.

Across the globe, an estimated 2 billion people use social media. Here in Sweden, 5% of the population use Twitter, with just over 45% using Facebook.

A social media manager holds multiple responsibilities for their brand. There are several ways to measure success, using various key performance indicators (KPIs).

Here are some KPIs a social media manager should consider:

Number of followers and growth

The number of followers is a precise measure, often giving a good indication of how successful you are on social media. However, the growth in the number of your followers is also important. With the help of a good media monitoring tool, you are able to quickly and easily track the context around these figures.

Insights from your followers

Are the right kind of people following your social channels? Your social target audience should be consistent with the target audience you normally aim for offline. Depending on the demographics, the share of customers who actively use social media may be limited, despite more and more baby boomers engaging with brands online (particularly Facebook).

User engagement

Never mind clicks in all their glory - the number of visitors is a blunt instrument. Getting people involved is worth more. Your level of engagement can be measured by, for example, the number of comments and shares you receive on a post.

Content reach

In regard to reach, you can divide it in two different ways: organic reach, which is the total number of people who have seen a post via unpaid (earned) distribution, and paid reach, which is the total number of people who saw the post as a result of paid ads.

Commitment to content

Depending on the content you publish, the commitment of your followers will vary. It is perfectly acceptable to feel your way around. Effective content can be anything from an informative blog post to interviews and humorous memes. The only limit is your imagination - and given the fact that everything is measurable, it’s smart to try different formats, styles and themes to see which one best fits your tone.

Response rate and quality

Another important indicator is how many people choose to respond or comment, and on which posts. Overall, it’s a good thing; the more responsive and engaged the audience, the more engaged they are. On the other hand, it’s important to assess the quality of the responses you receive.

Negative reactions

The fact that people have different opinions and are not afraid to express them is not necessarily negative. It can be constructive and inspiring. However, if you find that the feedback you receive on your content is predominantly negative, you should probably think through your choice of topics and how you present them.

A social media manager clearly has a lot of factors to consider, but the KPIs discussed above paint a picture of the key goals to achieve. How well you’re able to meet the challenges of your social media role then becomes easier to evaluate and build upon.


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