With each objective there are several different kpis

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With each objective, there are several different KPIs to choose from, with each mainstream social media network often having its own name/version of the same KPI. For example, the equivalent of a Facebook ‘share’ is a ‘retweet’ on Twitter and a ‘regram’ on Instagram; however, in practice they are virtually the same concept. Another good example is Twitter’s followers’, which are ‘page likes’ on Facebook. In the table below, we have outlined the KPIs for each mainstream network grouped by objectives. Note that the objectives of increase website traffic, generate leads, increase sales, and retain customers have been excluded because they are called the same name across all networks. It is important to know the website traffic source, particularly for sales leads and actual sales. That is, if a lead is generated it is useful to know whether the lead came from social media, and if so, which mainstream network. Sophisticated tracking such as this can now be setup via website analytics tools such as Google Analytics. For increased brand awareness, the most common KPIs are: f Followers – the number of people who follow the organisation or individual f Impressions – number of times the posts is seen (whether owned media, promotional, 3rd party or paid ads) f Page views – the number of times the organisation’s page is viewed For engagement of customers, the most common KPIs are: f Likes – the number of people who approve of the post f Comments – the number of times the audience writes a comment on the post (this if often split by ‘sentiment’ - positive, neutral and negative) f Shares – the number of times the post is shared by an individual or organisation with their own network f Post clicks – the number of times a posts is clicked on (whether owned media, promotional, 3rd party or paid ads)
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87 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | MAINSTREAM SMM_V1.2 Mainstream Social Media Marketing KPI Glossary Primary Marketing Objective KPI Title Facebook Twitter LinkedIn Instagram Pinterest Google+ YouTube Increase Brand Awareness Followers Page likes Followers Followers Followers Followers Followers Subscriptions Posts Posts Tweets Posts Posts Pins Posts Uploads Post view Impressions Impressions Impressions Impressions Pin views Impressions Video views Engage Customers Likes Likes Likes Likes Likes Likes +1’s Likes Shares Shares Retweets Likes Likes Likes Likes Likes Comments Comments Replies Comments Comments Comments Comments Comments Posts Clicks Post Clicks Post Clicks Post Clicks Post Clicks Post Clicks Post Clicks Post Clicks
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88 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | MAINSTREAM SMM_V1.2 3.2 Required Resources “Talent wins games, but teamwork and intelligence win championships.” - Michael Jordan As technology advances and new platforms, website tools and automation systems emerge, organisations understandably assume digital marketing management becomes easier. This is not the case. Human beings need to
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