Engagement measures the number of shares, likes, subscribers, retweets, or comments that your updates receive. A high reach, but low engagement rate, means that your marketing message does not resonate with your audience. Reaching thousands of people is pointless if they are miles away or aren't interested in what you have to offer.
Pro tip: A small audience that engages with you is much better than a huge audience that does not share, comment, or like your posts.
Social media platforms perceive engagement as a sign of popularity and content quality. Thus, the higher your post engagement, the higher the chances to rank high in the social media presence. Some posts may even appear on the first pages of search engines.
The actual KPIs typically include the following:
LIKES: Users will naturally gravitate towards restaurant pages that are more popular and Likes increase attention and boost your overall performance. Moreover, pages or posts with more likes are perceived as being more important by social platforms.
Pro-Tip: Try to get more likes by developing a smart social media strategy and by crafting a great page, posting high-quality content, hosting Facebook contests, running Facebook ads and using the Facebook algorithm to your advantage.
CLICKS: link clicks show the relevance of your images and call-to-action. The vast majority of new people who see your posts will only click on really interesting stuff.
Pro-Tip: To get more clicks, fine-tune your posts and ads, including relevant, high-quality images and catchy titles and call-to-actions.
SHARES: social media shares are more important than Likes, because they show that a user is so interested in what you provide, that they are willing to share the post on their own social media. When someone shares your post, they are personally recommending it to their peers.
COMMENTS: the aim of social media is to increase interaction. The best way to do that is through comments. Relevant content sparks a new conversation and even a critical comment is better than radio silence. Getting comments is a strong signal that you are hitting the right interests of your followers.
BRAND MENTIONS: A tag showing how many people are having a conversation about your brand. When starting a new campaign, create a new hashtag for your brand and use it to measure your impact on social media.
NPS: Net Promoter Score is a long-time metric in the hospitality industry and we use this a lot at Yumpingo. NPS measures how many detractors and promoters are within your customer base. NPS is most useful for businesses that want to invest in their long-term growth & development.
Reach indicates how far your messages are reaching and how fast they travel. In the vastness of the social media world, reach is very important in keeping track of your efforts.
FOLLOWERS/FANS: the total number of people who are following your brand on social media might indicate your actual reach.
IMPRESSIONS: For paid ads and searches, impressions mean that a certain number of people had a chance to look at your ad. The engagement rate comes next, representing the number of people who took an action versus the total number of views.
Pro-Tip: To boost impressions, craft high-quality messages and select visually appealing photos. For Ads, you have to bid for CPM (Cost per One Thousand Impressions). This will ensure that your ad will be shown to as many people as possible.
TRAFFIC DATA: now this is the fun part. You need to use Google Analytics, together with other Social Media Analytics tools, in order to track how much traffic you get from social media. If you are investing a good amount of time in SMM (Social Media Marketing), you are probably willing to ensure that the traffic data reflects that.
Once your social media account is getting traction, reach and engagement, start to think of how your business can make a profit through social media. To ensure you are getting the highest ROI (Return on Investment) from your social media efforts, you need to take a closer look at your leads.
Measuring lead generation is most easily done via Google Analytics.
Once you've established leads, it's time to transform your leads into customers! Most of your brand's social media posts should provide value to your prospects and have a conversation with them, so you can eventually focus those leads for returns. Facebook ads and especially Lead Ads are your best bet with conversions.
Pay attention to which social media channels bring in the highest number of customers and invest your budget in those channels, rather than creating campaigns on all social media platforms.
Once you know who you want to target, you must reach out on social media, with flyers, through promotions, etc and you have to reach new customers and attract previous guests back into your location.
5. Customer Sentiment:
The way your customers see you is one of the most important factors in determining how well your restaurant is performing. Monitor all your reviews on the different online sites - Facebook, TripAdvisor, Google My Business, Yelp, etc.- essentially anywhere your customers and potential customers are talking about you.
It can take a lot of work to pull that data out and it can be difficult to quantify, but if a customer isn’t satisfied with service, you need to know to keep them happy and coming back. And this is where Yumpingo can help you.