Ireland’s social media summit kicks off today with some of Ireland most influential social media gurus sharing their secret recipes for digital success.

The conference will focus on ‘making your social media pay’. So, how can you guarantee that your investment in social media is having an impact on your bottom line (the right kind of impact)?. At Springboard, we are all about metrics and measurement because stats don’t lie.

If your aim is to get people to your website and increase your lead conversion, then you need to be measuring these three key stats:

UNIQUE VISITORS:

How many users are looking at your site? Don’t cheat! Make sure you check the number of unique users because this will give you an accurate measure of how many people are visiting your website. Compare it monthly to identify traffic increases.

PAGE VIEWS:

Checking views for pages on your website will enable you to examine which areas on your website are the most popular. For example, a certain type of blog post may have more views than another. Analysing what content attracts your audience can help you define your strategy. You can retarget your sponsored content on social media or redraft your posts with content your audience like to increase click through rates.

AVERAGE TIME ON SITE:

When people arrive on your page from via links, how long did they spend there? If you compare the number of views to the average time spent on these pages, it’s a good measure of how many people were attracted by the title and how many people stayed to read the post. Once you have this info, you can work to adapt your content to keep their attention for longer, really capitalising on that interest and increasing conversion rates and sales.

Post by Susie Horgan

Susie founded Springboard in 2011, and has developed the business into a leading, director-led communications agency. She has worked for over 20 years in senior marketing and public relations roles.