Social Media Data: Measuring User Engagement in Your Auto Marketing Campaign


Social Media Marketing

These days, social media is so much more than just a place to connect with friends. In fact, these platforms have become a driving force in whether a dealership succeeds or falls short.

Luckily, harnessing these digital marketing powerhouses is as simple as understanding how to use the information they have to offer. By doing so, you’ll understand how each of your dealership’s social media profiles is helping you reach your business objectives.

Ready to get the lowdown on how social media data can increase user engagement in your auto marketing campaigns? Let’s take a look at these tips from the auto marketing professionals at Aspen Automotive.

What is Social Media Data & How Can Your Dealership Use It?

Social Media Engagement

Social media data refers are the statistics and other insights collected from the social media use of your customers and how they interact with your dealership’s social profiles—from Instagram to Facebook to Twitter, and everything in between.

No matter which social media platforms your dealership primarily uses, it’s important to understand the different metrics that each can provide, some of which include:

  • Clicks
  • Engagement
  • Reach
  • Shares
  • Likes and more

To put this into perspective, let’s discuss a bit more about social media metrics such as Likes, otherwise known as Applause Rate.

Essentially, Applause Rate is the measurement of the number of approval actions (a like or a favorite) that a post from your dealership receives compared to the total number of followers your business has.

By calculating this metric, you’ll know more about the Applause Rate percentage of the content that your dealership posts on its social media profiles. That way, you can plan out your auto dealer’s posts based on the content that’s most popular with your followers, thereby increasing overall audience engagement.

How to Measure User Engagement Through Social Media

Social Media Data

Why are social media data important? Not only do they provide new leads with reasons to follow your dealership, but they also help keep your regular customers loyal to your brand.

Aside from Applause Rate, there are a number of other crucial social media engagement measurements that you’ll want to keep track of, including:

Amplification Rate

If nothing else, social media is a perfect platform from which people can easily share their favorite posts, articles, and newsworthy events with their friends and family.

This metric is huge in determining how engaged your audience is with your business. If they’re willing to share the content that your dealership posted to social media, they’re more likely to be committed to your brand and recommend your business to their friends.

Start Measuring: Calculate the total number of shares your post received during a certain period of time. Then, divide the number of shares by your total number of followers. Finally, multiple the result of that calculation by 100, and you have your post’s amplification rate.

Average Engagement Rate

Social Media Measuring  Is your audience listening? The Average Engagement Rate metric helps you determine whether or not your followers are engaged with your posts. This measurement calculates all of the ways in which your followers interact with your dealership on social media.

Thanks to this metric, you’ll have a deeper understanding of how your audience responds to certain posts and types of content so that you can build an effective auto marketing campaign.

Start Measuring: Find the sum of the number of comments, posts, retweets, clicks, etc. that a particular post received. Much like the Amplification Rate calculation, you’ll want to then divide that sum by your total number of followers. Multiply that result by 100 to get your Average Engagement Rate.

Click-Through Rate

Although click-through rate is one of the simplest ways to measure audience engagement, it’s also one of the most important. The more individuals who click on a link that you share on a social media post, the more likely they are to covert to customers.

Your dealership’s Click-Through Rate is an assessment of how many individuals click on your ad or content that’s displayed on social media. These advertisements typical link to your business’s website, which helps you get in front of the eyes of your ideal buyer.

Start Measuring: To measure the Click-Through Rate of your dealership’s posts or advertisements, calculate the number of clicks divided by the number of impressions (the total number of times your content was displayed on social media). Once you multiply the result of that calculation by 100, you’ll have your post’s Click-Through Rate.

Social Media Data: Measure Use Engagement for Your Auto Marketing Campaign Today!

At Aspen Automotive, we believe that an informed dealership is a successful dealership. That’s why we’ve designed a lineup of advanced data tracking technologies that are designed to provide your team with the social media insight you need to determine what automotive marketing tactics are best.

So, if you want to crack the code on the content that’s bound to excite your audience and encourage them to become customers at your dealership, give us a call or send us an email today!