To analyze your social media marketing efforts, you actually start speculating which metrics to focus on?
No uncertainties; as going for reviewing key social media metrics can speak a volume of aspects of your social media marketing working and give understanding into which areas you can improve upon.
Here, in this article, we have brought the 5 metrics to measure the effectiveness of your social media marketing efforts.
Though, there are many you can consider during your social media audit, settling on these depends to a limited extent on your objectives and the platforms you’re using. However, there are some key metrics everyone should analyze for.
Let’s begin, but before getting into this make a spreadsheet for the figures you’ll be tracking. This will make the task convenient, as to compare past examinations with present ones. You can use tools like Google sheet that can be accessed by anyone online.
- 1) Look at Follower Growth: To Identify Differences in Audience Behavior
- 2) Look at Impressions: To stopover Loopholes in Reach
- 3) Monitor Engagement: To measure the quality of your audience’s interactions & interests
- 4) Audit Clicks and Traffic: To Picture Your Website Experience Struggles
- 5) Analyze actions and results: To know your work is meeting the purpose
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1) Look at Follower Growth: To Identify Differences in Audience Behavior
Your social media followers count matters, because these touch engagement and traffic. To figure out your total number of followers in a better way, you can check out your social media analytics and see the chart portraying your follower growth. To look at it simply, you can visit your social network manually and get numbers displayed on your profile.
See the image below to get a clear picture of it:
By tracking the info, you can really dive into the changes brought, if any. The way makes it easier for you to look at analytics and monitor your audience conduct.
At times you’ll find it a trail to go through every social network’s built-in analytics; there you can use tools like Cyfe, a social media dashboard which shows the follower growth of your uppermost social networks in one place. The stand helps you track & screen your social media data and enables you to evaluate the success of your social efforts, totaling the ROI.
2) Look at Impressions: To stopover Loopholes in Reach
Looking at impressions is a better way of putting, “How do you know it’s happening?” The impressions metric expresses the number of people seeing your social media updates. The prior social media networks bring built-in analytics to let you know the number of impressions your updates receive.
Go through all the social handles and keep a record of the number of impressions your social media posts are producing. One important thing to consider is that sometimes social networks have different names to refer to impressions, for example, on Facebook it is termed as ‘people reached’, so don’t get confused.
3) Monitor Engagement: To measure the quality of your audience’s interactions & interests
The above mentioned point says about measuring the quantity of your audience, now you have to look at social media analytics for tracking engagement. Followers and impressions are of no use if you aren’t getting engagement.
The forms of likes, retweets, repins, saves/favorites and comments tell you all of engagement. If you are having these in good amount, it means that your followers are seeking interest in content shared by you. Amid, you can pay attention towards replicating the techniques that brought you these results.
There are several tools you can use to track your Social Media Engagement; to talk of any one, Buffer works exceptionally. The app automatically keeps track of affirmations per post; it has different plans to give you huge help on.
Further, you can make notes of the average daily saves, likes, etc. and keep it saved in your spreadsheet. If you are posting on different media, you need to consider the types of media driving the highest engagement.
4) Audit Clicks and Traffic: To Picture Your Website Experience Struggles
Now, it’s time to dive deeper to know audience who have come a step ahead seeking for your offerings, once simply chatting with your brand. It could be done considering acquisition metrics: Click-throughs and Traffic.
Click-throughs: The number of clicks on a link within a post on a given social network
Traffic: Number of visits and visitors social media drives to your sites per period
Clicks are also a form of engagement, but hold importance for getting considered as a separate metric with the ability to influence traffic.
Amid the procedure, look for the number of clicks to your website in your social media analytics, and find your traffic numbers in your website analytics.
Each & every click doesn’t result in traffic and so, the differences figured out here can make a picture of the experiences, audiences are having with your website. If the gap is huge, you have to find out ‘why’?
You can calculate traffic ratio from visitors segmented into:
- Direct visitors – Audience visit your site by directly typing your url in their browser address bar
- Search visitors – Audience visiting your site based on a search query
- Referral visitors – Audience finding your site through another blog or site.
5) Analyze actions and results: To know your work is meeting the purpose
Concentrating on social media conversion metrics, you can know the percentage being added by this particular segment to your total conversions brought.
Conversion could be: A sale, a subscription, a download, a signup, an installation tool or widget, or many other activities. Tools like Google Analytics make a big deal in calculating these metrics as well.
So, it’s said when you are using social media, keep up measuring your efforts; not just for the sake of metrics, instead to learn what’s working, what’s not and how can you improve.
There are dozens of metrics that you can study & review, but the decision should be based upon the ones that you know are needed to tell you about the effects of your strategies.