Leveraging the power of social media marketing can lead to significant growth and success for businesses in Australia. Unfortunately, too many businesses are still focusing solely on vanity metrics like ‘likes’ and follower counts as measures of success.
In this article, our specialists at Digital Eagles will explore the true impact of organic social media efforts and why businesses need to look beyond likes to measure their success accurately.
Social Media Stats in Australia
According to recent data put forward by DataReportal, we are seeing some key social media stats emerging in Australia in 2024:
- As of early 2024, Australia had 25.21 million internet users, representing an internet penetration rate of 94.9%.
- In January 2024, there were 20.80 million social media users in Australia, accounting for 78.3% of the entire population.
- By the start of 2024, Australia had 33.59 million active cellular mobile connections, equivalent to 126.4% of the population.
Measuring Social Media Engagement and Conversion
Impressions & Reach
‘Impressions’ is a metric that outlines the total amount of times your audience sees your content, but look further to see your ‘reach’, which outlines the number of unique users who know what you post. Together, these metrics are essential to understand the visibility of your posts. Tools like Facebook Insights and Twitter Analytics provide detailed reports on reach and impressions.
Conversions & Leads
Tracking how social media activities translate into leads and sales will help you gauge your return on investment. Using UTM codes and Google Analytics, businesses can attribute website traffic and conversions to specific social media posts, helping them understand which types of content are most effective in driving sales.
Engagement Rate
Engagement rate measures how well your content resonates with your audience. Sure, it includes your cumulative likes, comments, shares, and saves, but to calculate the true engagement rate, you must divide the total number of interactions generated through your content by the total followers and multiply by 100.
Customer Sentiment and Feedback
Monitoring brand sentiment through online measuring & social media listening tools like Brandwatch and Mention allows businesses to gauge public perception. Analysing comments, reviews, and direct messages provide insights into customer satisfaction and areas for improvement. Positive sentiment can be a strong indicator of a successful social media strategy.
The Benefits of Organic Social Media for Businesses
Increasing Brand Awareness
Consistent and thoughtful posting helps build brand recognition. Sharing stories, customer experiences and brand values helps create a strong brand voice. Social media stats in Australia reveal that 79% of the population is active on social media, making it a powerful platform for increasing brand visibility.
By engaging in organic social media, businesses can reach a broader audience and create lasting impressions.
Driving Website Traffic
Organic social media can be a significant driver of website traffic. By including effective call-to-actions (CTAs) in posts, such as “Visit our website for more details” or “Check out our latest blog post,” businesses can direct followers to their websites. HubSpot reports that companies with an active blog see 55% more website visitors. This increase in traffic can lead to higher conversions and sales.
Building Authentic Relationships
Organic social media is all about fostering genuine connections with your audience. A recent study found that over 57% of modern consumers will make higher purchases with brands to which they feel strongly connected. Businesses can build trust and loyalty by consistently posting valuable content and engaging with followers. For example, a local Melbourne boutique might share styling tips and customer photos, creating a sense of community and encouraging followers to interact with the brand.
For example, a Melbourne-based café might share behind-the-scenes stories or feature customer testimonials, creating a sense of community.
Enhancing Customer Engagement
Direct interaction with customers through comments, shares, and direct messages is invaluable for building engagement with an audience. Responding to comments and messages promptly, for example, shows that the business values its customers.
How Can a Social Media Manager Help with Your Organic Efforts?
Running your business is a hard task enough without having to spend hours becoming an expert at social media marketing management.
A social media manager can save you time and money crafting and executing a business’s social media strategy. Their responsibilities include:
- Creating engaging content
- Managing social media accounts
- Interacting with followers
- Measuring social media engagement
- Analysing performance metrics
For example, our social media marketing services can significantly benefit local businesses by building a strong online presence and fostering community engagement.
How Much Does Social Media Management Cost?
Hiring a social media manager or working with a social media marketing management agency in Melbourne can vary based on your strategy and the scope of services. Some common factors influencing the cost include the number of platforms managed, the frequency of posts, and the level of engagement required.
Despite the cost, investing in professional social media management can yield significant returns in brand awareness, customer engagement, and sales.
Explore Our Social Media Marketing Management Services in Melbourne
While likes and follower counts are easy to track, they do not completely depict your social media efforts’ success. By focusing on deeper engagement metrics, reach, conversions, and customer sentiment, businesses can better understand their social media impact. For businesses looking to maximise their social media impact, it’s essential to invest in a comprehensive social media strategy. Contact us at Digital Eagles for a consultation to learn how we can help you go beyond likes and achieve meaningful social media success.
