Social Media Impact: Metrics, Strategies & Growth

Social Media Impact: Metrics, Strategies & Growth

For real estate and businesses in general, it’s essential to build a strong online presence to ensure continuous growth and achievement. Social media marketing stands as a cornerstone of this online presence. The emergence of diverse social media platforms offers businesses unprecedented chances to engage with their desired audience, amplify brand recognition, and boost sales. 

Social Media’s Impact

Social media has transformed the way businesses engage with their audiences, acting as vibrant centers for interaction and content consumption. With unparalleled scope and outreach, these platforms are vital for enhancing marketing endeavors through precise advertising, captivating content, and interactive initiatives. The widespread adoption of social media worldwide underscores its crucial role in marketing, with approximately 59% of the global population actively participating. This expanding user demographic signifies immense opportunities for businesses to leverage.

Key Performance Indicators (KPIs) for Social Media Success

Social media metrics are crucial indicators of marketing effectiveness. More engagement signals success, while less suggests room for improvement, and none is undesirable. Key metrics include:

  1. Engagement Rate: Reflects audience actions like likes, comments, or shares, indicating content reception and guiding strategy adjustments based on historical data.
  2. Likes: Counts user approvals, signaling content quality and popularity, influencing audience behavior.
  3. Clicks: Measures user interaction by tallying link clicks, with higher numbers indicating better content performance.
  4. Comments: Tracks user feedback and interest, fostering engagement and loyalty.
  5. Bounce Rate: Indicates content engagement level or user experience quality by measuring the percentage of visitors who leave without taking action.
  6. Shares: Measures content virality and audience sentiment, guiding marketing evaluation and strategy refinement.
  7. New Followers: Indicates reach expansion and engagement success by tracking new audience connections.
  8. Web Traffic: Measures social media-driven visits to client websites, reflecting reach effectiveness.
  9. Follower Growth Rate: Tracks follower list expansion, a vital metric for assessing audience growth and engagement.
  10. Revenue From Sales: Reflects income specifically generated from goods and services sales.
  11. Lead Conversion Rate: Measures the frequency of desired actions, like purchases or email sign-ups.
  12. No-revenue Conversions: Indicates leads obtained through social networks, contributing to marketing effectiveness.
  13. Share of Voice: Share of Voice evaluates client company popularity relative to competitors, aiding market positioning analysis.
  14. Click-Through Rate (CTR): Reflects ad effectiveness by measuring the percentage of users likely to click on the ad after viewing it.

Tips for Effective Social Media Marketing

While the potential of social media marketing is vast, realizing success requires a strategic approach. Here are some tips for businesses looking to harness the power of social media effectively:

1. Optimize Platform Selection

Choose social media platforms wisely to reach your target audience effectively. Tailor your choices based on audience demographics and platform suitability for your content.

2. Organize with Calendars

Stay ahead by planning content in advance. Use social media calendars to schedule posts with hashtags, links, and visuals, ensuring consistency and quality.

3. Foster Engagement

Make social media interactions two-way. Post engaging content, ask questions, and actively engage with your audience. Understand their preferences through research to enhance interaction.

4. Avoid Over-Promotion

Balance promotional and non-promotional content. Follow the one-in-seven rule, maintaining a content mix that offers value beyond brand promotion.

5. Leverage Video Content

Utilize the power of visual content, particularly videos, to capture attention and convey brand personality effectively. Craft narrative-driven videos to maximize engagement.

6. Address Issues Promptly

Monitor brand mentions and respond swiftly to resolve any concerns or negative feedback. Apologize publicly if necessary and offer to resolve the issue privately to demonstrate responsiveness.

7. Foster a Community

Prioritize building a strong social media following through meaningful connections rather than sheer numbers. Cultivate an actively engaged and devoted community that advocates for your content and encourages interaction among its members.

8. Offer Meaningful Content

Offer content that adds value by educating, entertaining, or enhancing your audience’s experience. Value-centric content not only attracts and maintains followers but also propels the effectiveness of your social media approach.

Examples of Social Media Campaigns

Many successful businesses utilize social media for marketing, recognizing platforms like Facebook, YouTube, and TikTok’s potential to engage customers. However, negative reviews on social media can deter potential clients, with 94% influenced by them. Despite this, only 10% believe social media has a positive societal impact.

To optimize social media marketing, understanding goals and strategies is crucial. Here are insights from five impactful campaigns:

1. Facebook: Carlsberg’s Liverpool FC Support

During the 2019 Champions League season, Carlsberg’s campaign saw a 19x return on ad spend, a 7.2-point lift in brand association with Liverpool FC, and a 9x increase in website traffic. Leveraging Facebook networks effectively promoted brand awareness and engagement.

2. Instagram: Red Bull’s Summer Edition

Red Bull’s Instagram campaign aimed to boost awareness and sales of their Summer Edition drink in Australia. With a focus on simplicity and brand building, they achieved a 10-point lift in awareness, a 9-point lift in favorability, and reached 1.2 million consumers, showcasing Instagram’s power in engaging users.

3. Twitter: Auto Trader’s World Cup Campaign

Auto Trader’s #AutoTraderGoals campaign during the 2018 World Cup cleverly used humor and excitement, offering a free car every time England scored. Despite initial skepticism, the campaign trended above official sponsors, gaining traction and showcasing Twitter’s effectiveness in real-time engagement.

4. LinkedIn: Maersk’s Thought Leadership

Maersk utilized LinkedIn to establish thought leadership in the shipping industry by sharing industry news, trends, and engaging content. By leveraging different LinkedIn pages effectively, Maersk enhanced its reputation and communication with customers.

5. YouTube: Jamie Oliver’s Food Tube

Jamie Oliver’s Food Tube channel focuses on building a vibrant community of food enthusiasts through engaging content and collaboration with subscribers. With over 5.5 million subscribers, Food Tube’s success demonstrates the power of creating a community-centric approach on YouTube.


Social media marketing is vital for businesses today. Platforms provide unique engagement and revenue opportunities. Tracking metrics such as engagement rate and web traffic helps refine strategies. Effective social media marketing demands strategic platform selection and content planning. Leveraging social media proficiently drives growth and enhances brand visibility in the digital marketplace, making it essential for any comprehensive digital strategy.


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