Facebook, Twitter, Instagram and other social networks have become decisive components for electronic commerce, as they have the potential to increase business sales as long as they are used correctly. To be successful in social networks, it is important to first know a series of key terms.
The social media feed is the main dashboard or page where all the posts from the account appear in chronological order. In the feed, users can explore the content of the brands they are interested in (photos and videos, for example) and connect with them.
Stories are a type of short-term publication that are made up of audiovisual content (images, videos, text, music, etc.). The stories disappear after 24 hours.
Through social stories, brands can present their products and share experiences quickly, easily and creatively.
The social network Instagram has been the one that has best managed to connect with the public with this type of content.
It refers to all the users who have created a profile on a social network, who receive current news from that page and who talk about certain topics. For example, on Twitter and Instagram they are called "followers" , while on YouTube they are called "subscribers" .
One of the main challenges for companies is to create a solid community in social networks to which they can offer their products. To do this, first of all it is important to carry out an analysis to know which channels your potential customers are on. The following article will help you with it.👇
Once you've got the community together, so-called community management is a key duty. Users expect to receive quick and personalized answers to their questions and complaints, so it is important to offer quality customer service also in this channel to prevent them from expressing their dissatisfaction openly.
An organic reach refers to the number of users who see an organic post. Apart from followers, it can be other users, such as followers who share the post with their community.
At the same time, there is the paid reach, with which, through the use of the advertising budget, the publication (ad) is shown to other users who are not followers and who might be interested in the content. The latter also happens thanks to algorithms.
A hashtag (or tag) are words or sets of words preceded by a hash sign (#) and used as keywords or search terms. They are especially relevant on Twitter and Instagram. Using hashtags, users connect their posts to specific topics so that other users can find them. In this way, hashtags provide a broader overview of the vast amount of information on social networks.
In social networks, interactions refer to the actions that the user carries out with your content/posts. Interactions are measured by comments, likes, the number of times a certain publication is shared, the number of clicks on a link, etc.
Interacting with your audience allows you to build a community of loyal fans for life. In addition, the algorithms of social networks follow this concept and prioritize content that has a high level of interaction.
The CTR is a metric that evaluates the performance of a certain publication , whether organic or paid, based on the impressions received (the times the publication has been shown) and the number of clicks. Therefore, to calculate the CTR you only have to divide the number of clicks of the ad or post by its number of impressions.
CTR = number of clicks ÷ impressions
If you have a low CTR, it means that you have generated few clicks compared to the times that users have seen your ad, so your CPC ( cost per click ) will be higher.
The ROI (Return on investment) represents the return on investment of your activities in social networks. In other words, ROI defines the success of your campaigns. This metric helps you:
- Detect improvement points
- Observe which social networks generate more income
- See the campaigns that have the best response
The return on investment of your campaigns is calculated as follows:
ROI = (revenue - investment) ÷ investment
Retargeting is a marketing technique that consists of directing your social media campaigns (ads) to those users who have previously interacted with your content.
Having already had a first contact with your brand, it is easier to drive these users quickly to the purchase action.
Influencer marketing describes a marketing approach in which the notoriety of a person (influencer) is used to bring more attention to a product or brand.
According to a Tomoson survey , influencer marketing is considered the fastest growing online customer acquisition channel, surpassing organic search and email marketing.
Here we distinguish between micro influencers, macro influencers and celebrities . If you are the owner of a small online store, I recommend that you take a look at the following article 👉 Reasons to work with micro influencers and how to find them.
I hope you enjoyed reading and found it useful!