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6 Metrics to Track for Your Social Media Marketing Success

28/03/2019
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There are two things that may take you to social media success: Posts and Analysis.

So, have you analyzed your social media posts to conclude the results for your efforts?

Find 6 social media metrics to consider for analyzing your social media posts-

In order to analyze your SMO endeavors, make a new Google Sheet or Excel spreadsheet to track your data.

In that sheet, add the list of metrics one after one which will be tracked.

For each metric, add rows for the individual social media networks you are active on.

Social

1) Audience Metrics

Audience Metrics helps you know the status of audience engagement with your content.

With audience metrics, you can track age, gender, demographics, salary, interest and other things of your audience.

Also, the tracking will let you know about other details of the audiences, like real and unreal followers, new followers, etc.

Add the following columns in your spreadsheet to track audience metrics
  • Total Followers
  • New Followers
  • New Accounts You Follow
  • Primary Age Group
  • Primary Location
  • Google Analytics Alignment
  • Male %
  • Female %
You can also follow tools for above-mentioned purpose-
  • Friends+Me for Facebook, LinkedIn, Twitter, & Pinterest
  • Followerwonk for Twitter
  • Tailwind for Instagram and Pinterest
  • Google Analytics Audience report for Gender and Location

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2) Timing Metrics

There are various important aspects for content on social media, like the timing of the post, audience engagement to the post and also content posting consistency.

Tracking timing metrics will help you pinpoint the best times to post your content and help identify gaps you need to fill. For instance, you might decide to start capitalizing on trendy and relevant topics or post at different times of the day.

Timing metrics tracks enable you to understand the appropriate time for posting content and also help you find gaps that needed to be filled.

Add the following columns in your spreadsheet in order to track timing metrics for your social media profiles-
  • # of Posts Per Week
  • Most Common Posting Time
  • Most Common Posting Day
  • # of Timely/Seasonal Posts
  • Most Engaged Audience Time
  • Most Engaged Audience Day

Sprout Social is a popular social media management solutions provider and in the following example, it has shown the best timings for social media content posting.

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3) Content Metrics

Start with the content metrics tracking. Your content may have 70-80% of image-based and 20-30% video-based content.

Following the 50/50 content rule can lead you to see the breakdown of original content shared against content made by others. For instance, an article posted by industry professionals or a reshared post created by an influence for your product.

For tracking content share performance, add the following columns on each of your social media profiles-
  • Image-Based Post
  • Link-Based Posts
  • Video-Based Post
  • Text-Based Post
  • Original Content

To collect your essential data, see what sort of content you primarily posted or you can use social media tools like BuzzSumo and Agorapulse to analyze your content metrics.

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4) Competitor Metrics

Competitor metrics help you identify how your competitors are doing on social media, what kind of content they’re posting, what are their strategies and other stuff.

With competitor metrics, you can ideate your new strategies, and tactics to improve your business conditions.

Add the following columns for every social media profile you’re targeting-
  • Competitor Strengths
  • Competitor Weaknesses
  • New Opportunities
  • % of Engagement Difference

Use tools like Likealyzer, SEMrush, and BuzzSumo to get in-depth details of the competition.

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5) Engagement Metrics

Engagement metrics let you know how your content is performing. It helps you ideate how to increase likes, shares, and comments.

To track your social media engagement metrics, include following columns to your spreadsheet.
  • Total Engagements
  • # of Individual Engagements by Type like retweets, likes, comments, link clicks, shares, etc.
  • Engagement Rate % Increase/Decrease
  • DMs/Messages Received

Tools like Hootsuite, Sprout Social, or Agorapulse help you ease your job of analyzing social media engagement.

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6) Social Traffic Metrics

Social media has become a key player for driving traffics, engagement and sales to a company. Therefore, measuring social traffic is important.

Also, social media traffic helps you know the interests of users and what content to provide them to get likes, shares, and comments.

Add the following columns in your spreadsheet to track social media traffic metrics-
  • Total Sessions
  • Total Page Views
  • Bounce Rate
  • Average Session Duration
  • Mobile vs. Desktop Traffic
  • Pages Per Session

Use Google Analytics, SEMrush, and Ahrefs tools to measure social media traffic metrics.

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Conclusion

If you’re keen to use social media marketing for your business, you need to analyze the metrics associated with social media.

Here are 6 different metrics you can analyze and measure how posts are performing.

Hope you find the information useful for you.

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