Measuring Social Media

The world of social media metrics and be tough to navigate, from page likes to post engagement percentages, there is a lot you can analyse to improve future success.

Tracking this data can make it easier to determine what your campaign goals should be and provide an insight into how you should implement a social media strategy.

Measuring the right social media metrics

Every social media platform has their own analytical data that you can look at for business accounts. These are great native analytic platforms to use if you are starting without a big budget.

Growth and Engagement Metrics

Engagement is definitely something that you want to monitor. It looks at how much audience accounts are interacting with your account and how often. Engagement metrics look at likes, comments, and shares.

Impressions and Reach

If your goals on social media are to increase awareness and perception, than you need to analyse your contents impressions and reach. Impressions are how many times a post shows up in someone’s feed, giving them a chance to see your content. Reach is the potential unique viewers a post could have.

A post that is displaying high reach count and high engagement rate, has likely gone viral through users retweeting or sharing your organisations content.

ROI: Referrals & conversions

Return of Investment (ROI) social metrics, referrals and conversions, are great for companies with websites or e-commerce platforms, social referral traffic and conversions are tied to both sales and marketing goals, and ultimately major business goals. Referrals are how a customer lands on your site. Conversions are how many of those referrals go onto make a purchase from the site.

How do you measure these metrics?

As mentioned, social media accounts provide users with their own native collection of data for you to analyse. This data is represented on the social media channels analytics dashboard. For website metrics, Google has a number of analytical sites available, the most widely used is Google Analytics.

Conclusion

Overall, measuring the above social media metrics that are the most essential for businesses, provides an analysis of the how successful your marketing campaign or strategy was after implementation. It's evident that the most important metrics to pay attention to are engagement, impressions and reach, referrals and conversions which provides a sound insight into social media performance.

Do you have experience using social media metrics? Let's talk about them in the comments!