There are so many social media metrics out there, it may be overwhelming to think about what you really should be tracking. Data is an important way, however, for you to measure what you are doing right (and wrong!) on your social media platforms.
With social media analytics, the first step is to define your objective for using social media. Platforms like Facebook and Twitter really allow you to reach a wide audience quickly and regularly to communicate and share information about you, your company and your products.
Social media is a great tool to increase customer engagement, build brand awareness and sell more products.
Types of Metrics
Once you know your objective, then you can focus on the best social media metrics to track for your business. The following metrics may seem basic on the surface, but they often correlate well with business objectives.
1. Social media engagement: Likes, shares, comments, retweets, mentions, favorites
These metrics allow you to examine how your social media endeavors are performing, and see if your posts resonate with your audience. You can also track and measure whether or not your content is actually increasing social media engagement.
Likes on Facebook indicate that people find what you posted interesting.
Shares on Facebook are key for your message. When someone on your friends list shares your post with his/her friends list, that’s many more eyes seeing your post. Shares spread your content across profiles with which you are not directly connected. This increases your social media engagement and awareness of your brand and message.
Comments on Facebook left by those who follow your page are a direct way for you and others to have a dialogue about your posts. Comments are a perfect way to track customer feedback and give inside info about your customers’ perception of your company.
Retweets are your Tweets forwarded by those following you to their own network of followers. Retweets are valuable because you’re able to reach more people who may think your content is helpful. Those reached via retweets have the potential to become a part of your primary network if they check out your Twitter profile and follow you.
Mentions are tweets where your Twitter handle (the @ symbol in front of your Twitter name), or any keyword you are tracking (the # symbol in front of a word or phrase), is used. A lot of mentions means your Twitter followers are letting you know that your tweets are adding value with the content you are sharing.
Favorites are when a Twitter user has starred your post as one of their favorite tweets. That tweet gets added to the user’s list of favorite tweets, which is great because they’re then open for anyone to see. This can draw people back to your Twitter profile and increase your exposure.
2. URL clicks and social media traffic
URL clicks show customer engagement with your website via your social media profiles. Keeping track of your URL clicks allows you to examine the number of clicks coming from specific locations, as well as which posts are driving people back to your site. That can help you determine the best content to put out there to engage potential customers and bring awareness about your company.
Social media traffic can be analyzed through platforms like Google Analytics. You’ll first have to set up your website with Google Analytics in order to use it. It’s a good idea to do this because you’ll be able to gather rich data on the social networks and posts that are drawing people to your website. The analysis can help you decide which social media platform is performing the best for you, and which posts are driving sales.
3. Brand awareness
A big goal with social media is to increase awareness for your brand. There are several metrics that can give you insight into what’s working and what’s not.
Follower growth rate is a very popular metric that shows the increase of followers on your profiles. You can easily see from this metric whether your posts are a hit with your audience as shown by significant increase in follower growth.
Percentage change in followers over time allows you to examine a specific time or event, and evaluate whether it effected follower growth. If it was high (or low) for a specific event, you can plan accordingly to have similar events for your business.
Twitter sentiment is a powerful metric that can help you evaluate how well your marketing campaigns are doing based on how people feel about your brand. This tool takes into account emotions when someone mentions you, your company, your brand, and your products and services. Knowing how people feel gives you important information about any adjustments you need to make in your social media campaigns—and even perception of your company.
Take the time to dive into social media metrics for your business profiles. These tools can help you keep your finger on the pulse of your audience, and how your posts are performing. Knowing how well you are reaching your audience is a key to social media success.
Struggling to stay active on your social media channels? Learn more about our services and how we can help you today.