From follower counts to post-engagement rates, the world of social media metrics can be confusing. Also, it seems that a new key metric is created every week.
What should you follow? Is it even important for your business? We'll walk you through the most basic metrics every business should pay attention to based on their goals. These are spread across all social media channels. The names of key metrics may vary from channel to channel, but we'll cover the main metrics to track for your KPIs, goal setting, and campaign tracking.
In this guide, we'll also explain what social media metrics are, why they're important, and how to find them. The details you track vary by industry, company, and campaign. Think of them as basic metrics for developing your approach to social media analytics. We've also outlined key social media metrics in the video below.
What are social media metrics and why should you track them?
Your social media goals determine your stats. For each goal, you need an associated metric that can be used to determine whether or not your social strategy is hitting the target.
For example, your business goal might be to increase conversions. Therefore, your social media goal is to increase your website visitor conversions through posts that are part of your strategy. Now that you have a goal in mind, you can clearly see what social media metrics to measure and the time frame in which to measure them. For example, increase social media conversions by 25% in three months. To achieve this goal, you decide to launch a campaign that includes ads, product labels, and influencers. To measure this, choose to look at the social traffic metrics and conversion rate of these posts in your website analytics.
Social media metrics are important because they show you can measure the success of a campaign, the performance of your social media strategy, and ultimately whether it will impact your overall business. Not only do you have the power to show executives the impact of your work with these metrics, but providing consistent reporting on social media metrics can result in significant changes for your social media team, including budget increases and better access to social media resources. And finally, keep up-to-date metrics on your overall social profile and brand health – you won't know the impact of your social media presence until you have the data to back it up.
Measuring the right social media metrics
Each social media platform has its own native analytics that you can dive into. On Facebook, you can find them under the "Statistics" tab. On Twitter, go to Twitter Analytics. On Instagram and Pinterest, you need business accounts before you can see your data.
If you're just starting out and are on a tight budget, visiting these native analytics resources individually can be a good place to start.
To minimize the time it takes to pull metrics from all of these sources, find a social media analytics tool that fits your budget and needs. The time you save by manually creating reports and collecting data from different networks will more than offset the money you spend on these tools.
At Sprout, all plans come with ready-to-show social media reports that can be filtered by platform and date. This means that custom charts and comparisons to a previous date range are easily accessible to you and easy to show to team leaders and executives.
Whichever path you take, it's important to have a place to monitor and document your metrics consistently and track your progress toward your goals.
Now that you know your goals and how to get your data, it can be difficult to narrow down the metrics in a sea of options. Social data is so vast. We used conversions as an example. However, what about some of the smoother metrics? How to use them? The answer is to tie the metrics to your goals. How many impressions do you generate when trying to get attention through posting? If you want to build a community, on average, how many people do your posts interact with? All metrics have meaning, it's about interpreting what that metric is telling you and translating it into business goals.
Engagement: Likes, comments, shares and clicks
Engagement is a great general category to watch.
Engagement rate is a commonly used metric for tracking your audience's activity with your content and the effectiveness of your brand campaigns. Engaged consumers interact with brands through interactions such as likes, comments, and shares on social media.
Engagement largely depends on how many audience accounts interact with your account and how often. Every network has some sort of engagement metric, which is a sum of smaller engagement opportunities like likes, comments, and shares. Many platforms have more than one type of metric or different naming conventions, such as B. Retweets vs shares.
High retention rates reflect audience health (how receptive your audience is and how many "true" followers you have), interesting types of content, and brand awareness.
At a granular level, look at various engagement metrics:
- Likes, comments, retweets, etc. - Custom engagement metrics such as share or retweet are added. In a Twitter report, you can see the total number of interactions per post or profile.
- Post-interaction rate: the number of interactions divided by impressions or reach. A high rate means people who see the post find it interesting.
- Account Mentions: Organic mentions, such as @mentions that aren't part of a reply or tagging a brand on an Instagram story without asking, for example, indicates good brand awareness.
Like most metrics, looking at an engagement metric may not give you all the context you need to make comprehensive decisions about your strategy. Looking at a combination of metrics is a great way to learn more about the levers you can use to achieve your specific goals. For example, a post that gets a lot of likes but no comments or shares isn't always bad. Perhaps the intent of the post was to provide a nice image and caption, not to be a call to action. But if there was a call to action to comment and share, its absence could mean a caption.
Looking at the big picture is great for setting your strategy, but keeping a close eye on a specific metric can really help you become more agile and change your strategy quickly. Sprout's Broadcast Performance report breaks down the metrics for each post, but also displays an average or grand total at the top of each column. By sorting them, you can find out which posts get the most impressions and which have the most engaged average users. If engagement is your goal, sorting by most interesting posts will help you find similarities between those posts, allowing you to determine which elements of those posts resonate the most with people and optimize your future content.
Read Also : What is the symbol of International Mother's Day?
White Clover Markets
From follower counts to post-engagement rates, the world of social media metrics can be confusing. Also, it seems that a new key metric is created every week.
What should you follow? Is it even important for your business? We'll walk you through the most basic metrics every business should pay attention to based on their goals. These are spread across all social media channels. The names of key metrics may vary from channel to channel, but we'll cover the main metrics to track for your KPIs, goal setting, and campaign tracking.
In this guide, we'll also explain what social media metrics are, why they're important, and how to find them. The details you track vary by industry, company, and campaign. Think of them as basic metrics for developing your approach to social media analytics. We've also outlined key social media metrics in the video below.
What are social media metrics and why should you track them?
Your social media goals determine your stats. For each goal, you need an associated metric that can be used to determine whether or not your social strategy is hitting the target.
For example, your business goal might be to increase conversions. Therefore, your social media goal is to increase your website visitor conversions through posts that are part of your strategy. Now that you have a goal in mind, you can clearly see what social media metrics to measure and the time frame in which to measure them. For example, increase social media conversions by 25% in three months. To achieve this goal, you decide to launch a campaign that includes ads, product labels, and influencers. To measure this, choose to look at the social traffic metrics and conversion rate of these posts in your website analytics.
Social media metrics are important because they show you can measure the success of a campaign, the performance of your social media strategy, and ultimately whether it will impact your overall business. Not only do you have the power to show executives the impact of your work with these metrics, but providing consistent reporting on social media metrics can result in significant changes for your social media team, including budget increases and better access to social media resources. And finally, keep up-to-date metrics on your overall social profile and brand health – you won't know the impact of your social media presence until you have the data to back it up.
Measuring the right social media metrics
Each social media platform has its own native analytics that you can dive into. On Facebook, you can find them under the "Statistics" tab. On Twitter, go to Twitter Analytics. On Instagram and Pinterest, you need business accounts before you can see your data.
If you're just starting out and are on a tight budget, visiting these native analytics resources individually can be a good place to start.
To minimize the time it takes to pull metrics from all of these sources, find a social media analytics tool that fits your budget and needs. The time you save by manually creating reports and collecting data from different networks will more than offset the money you spend on these tools.
At Sprout, all plans come with ready-to-show social media reports that can be filtered by platform and date. This means that custom charts and comparisons to a previous date range are easily accessible to you and easy to show to team leaders and executives.
Whichever path you take, it's important to have a place to monitor and document your metrics consistently and track your progress toward your goals.
Now that you know your goals and how to get your data, it can be difficult to narrow down the metrics in a sea of options. Social data is so vast. We used conversions as an example. However, what about some of the smoother metrics? How to use them? The answer is to tie the metrics to your goals. How many impressions do you generate when trying to get attention through posting? If you want to build a community, on average, how many people do your posts interact with? All metrics have meaning, it's about interpreting what that metric is telling you and translating it into business goals.
Engagement: Likes, comments, shares and clicks
Engagement is a great general category to watch.
Engagement rate is a commonly used metric for tracking your audience's activity with your content and the effectiveness of your brand campaigns. Engaged consumers interact with brands through interactions such as likes, comments, and shares on social media.
Engagement largely depends on how many audience accounts interact with your account and how often. Every network has some sort of engagement metric, which is a sum of smaller engagement opportunities like likes, comments, and shares. Many platforms have more than one type of metric or different naming conventions, such as B. Retweets vs shares.
High retention rates reflect audience health (how receptive your audience is and how many "true" followers you have), interesting types of content, and brand awareness.
At a granular level, look at various engagement metrics:
Like most metrics, looking at an engagement metric may not give you all the context you need to make comprehensive decisions about your strategy. Looking at a combination of metrics is a great way to learn more about the levers you can use to achieve your specific goals. For example, a post that gets a lot of likes but no comments or shares isn't always bad. Perhaps the intent of the post was to provide a nice image and caption, not to be a call to action. But if there was a call to action to comment and share, its absence could mean a caption.
Looking at the big picture is great for setting your strategy, but keeping a close eye on a specific metric can really help you become more agile and change your strategy quickly. Sprout's Broadcast Performance report breaks down the metrics for each post, but also displays an average or grand total at the top of each column. By sorting them, you can find out which posts get the most impressions and which have the most engaged average users. If engagement is your goal, sorting by most interesting posts will help you find similarities between those posts, allowing you to determine which elements of those posts resonate the most with people and optimize your future content.
Read Also : What is the symbol of International Mother's Day?