14 Apr

Are you monitoring the right social media metrics?

By now you will have realised that social media is not just a trend—it’s a legitimate marketing tool. And as with any other marketing, you need to track the results of your efforts. The problem is these platforms give you so much information, it’s overwhelming.

 

Even if you run regular reports, you may not be tracking the right metrics. And, you may not understand what the numbers mean for your business. So to make it easier for you to get real value out of those reports, here are the social media metrics that do matter:

 

  1. Follower growth

If you think this is an obvious metric to track, you’re right—but not for the reason you think. At the end of the day, it’s not about how many followers you have but rather how consistently your following grows.

 

Why is it important?

Instead of counting how many followers you have at the end of every week or month, take long range view and see if you can identify any patterns or trends. Was there a month when the number of new followers you gained climbed or dipped?

 

Take a look back at your content or other marketing activities at that time and if you can identify a cause, you can replicate or avoid doing that in the future. Monitoring your follower growth can help you identify marketing strategies that work.

 

  1. Engagement: Likes, Comments and Shares

Ideally, you want your audience to engage with the content you create. The more people like, comment or share your content, the more likely it is to be noticed by people who aren’t part of your fan base. But that’s not why you should monitor these statistics.

 

Why is it important?

When you analyse the numbers, break them down by the type of content, and not the reaction. Facebook makes it very easy to see at a glance what type of content your audience responds to best. At a glance, you’ll be able to tell whether videos, images or text get the best response from your audience. You can use this information to refine your social media strategy going forward.

 

  1. Reach: How many people see your content

It’s no secret that Facebook has refined its algorithm to ensure that posts from family and friends get top priority in your follower’s newsfeed. And that means that not all your followers will see your posts. However, your reach figures will give you a good indication of how many people see your content.

 

Why is it important?

Reach is an indication of your effective audience. Examine these figures together with your content and you’ll get a clearer idea of what types of content are most effective.

 

  1. Best times to post

You’ve probably come across several infographics that tell you what the best time is to post on all the social networks. Don’t listen to them! Instead, look to your own reports to find out what times work best for your audience.

 

Why is it important?

If you know when your audience is online, you’ll know when they’re most likely to engage with your content. In a time when organic reach on so many platforms is declining, information such as this can make a big difference to your marketing efforts. Keep track of this metric on a regular basis so you can respond to changes quickly.

 

  1. Audience demographics

Never before has it been so easy to find out everything you ever wanted to know about your audience. From basic demographics such as age, gender and location right down to their hobbies and interests.

 

Why is it important?

This is the type of data that you can use to determine the effectiveness of your social media strategy. Is your content attracting the right demographic? Are there other audiences that may be interested in your products or services? What you learn here can be used to refine and test your broader marketing plan.

 

The ultimate test of any marketing strategy is the return on investment. With social media, it can be difficult to determine whether your efforts are having the impact you hope for. Simply having a presence on social media is not enough to increase profits. But if you track the metrics we’ve mentioned above, you’ll soon see whether the content you’re creating or the campaigns you’re running are increasing brand awareness and driving traffic to your site.

 

You could also outsource your social media management to a professional company such as Web Changes. You can let us set up and manage your social media and provide you with a comprehensive report on all the metrics that matter.

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