Likes and followers no longer cut it. In 2024, a successful social media campaign is measured by metrics that directly tie to your business goals: sales, leads, or customer loyalty. If you’re a business in Atlanta still obsessing over vanity metrics like shares or follower counts, you’re wasting time (and money). Here’s what actually matters.
Key Metrics by Platform
1. Instagram: Save Rate vs. Reach
- Save Rate: Indicates valuable content (e.g., tutorials, checklists). A high save rate (>5%) means your audience wants to revisit it.
- Reach: Useful for brand awareness, but pair it with click-throughs to your website.
Pro Tip: A local Atlanta bakery boosted sales by 25% by tracking saves on their “Recipe Hacks” posts and retargeting those users with ads.
2. LinkedIn: Website Clicks vs. Quality Comments
- Clicks: Measure real interest. For Georgia-based B2B companies, 100 clicks are worth more than 1,000 reactions.
- Comments: Look for actionable questions (e.g., “How can I apply this to my industry?”), not just emojis.
Case Study: A tech startup in Atlanta used LinkedIn polls and tracked clicks to their landing page, generating 50+ qualified leads in one month.
3. TikTok: Average Watch Time
- Goal: Retain viewers for ≥15 seconds in a 30-second video.
- Example: An EA Media client achieved 22-second average watch time using “Quick Tips for Entrepreneurs” videos, driving 300+ website visits.
Recommended Tools
- Google Analytics 4: Link social platforms to your site to track conversions (e.g., how many sales came from TikTok).
- Hootsuite: Automate cross-platform reports (e.g., “engagement vs. posting times”) and monitor trends in real time.