Alright, digital marketers, let’s get straight to it. If you’re not keeping an eye on social share counts, you’re missing a crucial signal in today’s content game. But why is that the case? And how does it stack up against other KPIs? Let’s break it down.
We recently polled nearly 400 SEO experts, and guess what? Social shares came out on top as the most important KPI, grabbing 24% of the vote. Right behind were unique visits (23%), CTA conversions (20%), and backlinks (19%). The laggards? Pageviews (8%) and positive comments (6%). You read that right—comments didn’t even crack the top 5.
So, Why the Focus on Social Shares?
The answer boils down to this: reach. Social shares are a quick and dirty way to gauge how far your content is traveling. More shares mean more eyes, and that means more opportunities to grab the attention of decision-makers and influencers. In fact, Tony Haile from Chartbeat found that a ton of content is shared before people even read it. Crazy, right? But it underscores the fact that visibility often trumps engagement at the top of the funnel.
But there’s more to it. Social shares also create a bit of psychological magic. Think about it: if you stumble on a post with a thousand shares, you’re probably going to trust it more and, in turn, share it with your own network. It’s a self-fulfilling prophecy. More shares = more credibility.
The Buzz vs. Impact Debate
Okay, so social shares create buzz, but what about impact? We’re talking about actions that indicate deeper engagement—like backlinks, CTA conversions, and meaningful comments. These KPIs show that your content isn't just being seen; it’s doing something. It’s building relationships, trust, and ultimately, sales.
As Christoph C. Cemper, CEO of LinkResearchTools, put it: “Buzz is good, but impact is what moves the needle.” You want both. Social shares get the ball rolling, but it’s the conversions, backlinks, and deep engagement that really build momentum.
Let’s Talk Metrics That Last
While social shares offer immediate gratification, long-term success comes from engagement metrics. Here’s why:
Unique visits are just the first step. They’re the gateway to everything else—conversions, backlinks, and more.
CTA conversions are gold. These indicate that users aren’t just passive observers; they’re actively engaging with your brand.
Backlinks? That’s a vote of confidence. It takes effort for someone to link back to your content, and that’s not something people do lightly.
Comments, when they’re not spam (we’re all guilty of ignoring those), are a fantastic way to measure real engagement. People took the time to write something. They’re invested.
What’s the Takeaway?
Don’t get tunnel vision. Sure, social shares are important for getting your content out there, but they’re just the beginning. To truly understand the success of your content, you need to look at a mix of KPIs. Each one tells a different part of the story—buzz, reach, and impact. Don’t neglect any of them if you want the full picture.
So, what KPIs are you tracking? Let us know in the comments or share this post with your own network. After all, those social shares won’t count themselves!
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
Comentarios