PPC Management
Pay-Per-Click Marketing to Boost Your Business Remarkably!
March 20, 2017
Social Media Marketing
Social Media and Its Role in Marketing
May 20, 2018
Show all

Utilize the Most Effective Social Media Metrics for Your Business

The high impact of social media marketing on businesses resulted in the increased budget in this area.  To effectively utilizing the increased budget a great insight on the KPIs is essentially required.  In simple terms, those are the values used to measure the performance of Social Media campaigns.

In this article, I will help you in understanding the effectiveness of your social media metrics, deciding what you should monitor and how to interpret the data.  You will get the idea as to how important the analytics are.

The Metrics that Matter

Measuring just for having metrics is useless.  Instead, use the data to find out what is successful, what is not, and how you can use the data to improve.

Basically, there are two types of social media measurement:

  • Ongoing Analytics: It is the ongoing process of listening social media channels to track and gather what the audience is saying about the business. It is a one-time setup and after that, it just requires a regular check to see how everything is going.
  • Campaign-Focused Metrics: It is the metrics to understand the impact of your targeted marketing efforts. It varies depending on your specific campaign goal for each.

Steps to Measure Social Media Campaigns

  • Determine the Goal and Metrics
  • Measure
  • Monitor and Report
  • Adjust and Repeat

 

Determine the Goal and Metrics

When you are ready to run a campaign on Social Media, you first decide as to what you want to achieve or gain out of the campaign.  Besides that, you also decide on which social media channels are relevant for those goals.

The first actual task is to draw a list of what you are trying to achieve from your efforts. The second step is to decide the social media channels, the information and the format of the content depending on the audience you want to reach.

The next and most important decision is the ‘Call to Action’ i.e. what you want your audience to do with your content – do you want them to read, share, reply, click, purchase, or engage?

The following are the few common social media goals and metrics to measure for each:

  • Awareness: Volume, reach, exposure, amplification, audience growth rate and total followers with demographic information;
  • Engagement: Reach, comments, replies, retweets, visitor frequency;
  • Drive Traffic: Clicks, conversions, bounce rate, referral traffic;
  • Ambassadors and Fans: Contributors and influencers
  • Share of voice: Volume relative to closest competitors

 

Measure

Have you decided the goals and listed the desired metrics? But how will you measure those?

To capture the desired metrics you need to find tools then you can start measuring.  Here are a few options available:

  1. Analytics provided by the Social Media Channels
  2. Third party tools
  3. Build your own
  4. Google search
  5. Use SocDir for a list of over 300 tools

Most of the analytics tools work in real-time so the best way is to set up tracking before starting the campaign.

If you  use the analytics provided by the Social Media Channels themselves, here is a brief explanation of the analytics:

Monitor and Report

What is the use of metrics if you are not monitoring or generating reports?

It is absolutely necessary to monitor and generate the report and set a benchmark for future measurement. It is important to compare the results with the expected outcome.  You should also run reports to see how your close competitors are doing.

At this stage, it will be a good idea, depending on your specific requirements, to schedule weekly, monthly or quarterly reporting. Irrespective of the schedule, it is also important to check the metrics regularly.

Make sure to highlight the important data to quickly understand what all the collected data mean.  To simplify the viewing and understanding, visualize the data by adding simple and clean graphs.

Adjust and Repeat

At this stage, you have a complete social media metrics measured and available in the understandable format.

What will be your next step?

You need to regularly review the measurement plan as to how the metrics doing, anything missing or unnecessary, changes and improvement required.  You need to make sure that the metrics are actually helping to address your desired goals.  It is crucial to keep on monitoring and measuring all your social media activities and plan strategies to improve on the metrics you are tracking.

All top social networks provide the metrics directly from within the platform.  Below is how you can get and learn from them.

Facebook Insights Metrics

On clicking the Insights on the page, you will see a report for that specific page containing the following sections:

Overview:

  • Page Likes: Unique Page Likes received during the last seven days, compared with the previous seven-day period.
  • Post Reach: unique people who have viewed your content including ads, during the last seven days.
  • Engagement: unique people who have clicked, liked and commented on or shared your posts during the last seven days.

Overview of the social media engagement metrics:

  • Reach: The number of people for the first 28 days who have viewed your post in the News Feed on Desktop and Mobile.
  • Engagement: The number of unique people who have clicked, liked, commented on or shared a post on your page in the last seven days.

At the bottom of this Overview page, metrics for your competitor’s Facebook Pages will be presented such as total page likes, number of new posts and engagement.

Likes Tab: It will give you detailed metrics on trends including likes, unlikes, organic likes, net likes (new likes minus unlikes)

Following the Likes Tab, there will be a chart showing the source of your Likes from the page itself, from related Page suggestions on other Pages, posts that other people make on your Page and Likes from mobile users.

Reach Tab: There will be two sets of metrics in graph format: one showing the overall organic versus paid reach, overall post Likes, comments, and shares. And the other will show the number of times people on Facebook hide your post, report posts as spam or unlike your Page.

Posts Tab: It will show detailed metrics for individual Facebook Page posts. By default, organic versus paid reach and the post clicks, Likes, comments, and shares will be shown.

From the first drop-down, you can switch from seeing organic versus paid reach to organic versus paid impressions. Impressions are the number of times a post is displayed, whether the post is clicked or not. Reach is the number of people who received impressions of a Page post.

From the second drop-down to switch to see only Likes, comments, and shares; post hides, spam reports and unlikes; or engagement rate percentage.

People Tab: To ensure you are targeting the right audience, the ‘People Tab’ is the place where you can find demographic metrics.

Twitter Analytics

Twitter Analytics greets you with a 28-day summary of metrics and highlights the activity by month.

The metrics will display the number of tweets posted by you including the engagement rate, clicks on the links in the tweet, number of retweets, the number of times tweets were favorite, number of times visitors replied to the tweets, impressions, profile visits, mentions, the number of followers and the number of tweets attributed to you.

Click on any Tweet for detailed metrics on that specific Tweet.

To get the detailed breakdown of demographics, check the Audience Tab.

Instagram Analytics

Instagram Management Tools provide helpful information on the performance of your posts.  To see an overview of the performance and demographic information connect your Instagram account to a Facebook page.

LinkedIn Analytics

Clicking on the Analytics Tab on your LinkedIn Page will give you detailed metrics which besides your page views, unique visitors and visitors demographics will include the following:

  • Impressions: The number of times the update was shown to LinkedIn members.
  • Clicks: The number of clicks on your posts.
  • Interactions: The number of likes, comments, and shares on your update.
  • Followers: The number of followers acquired.
  • Engagement: The number of interactions divided by the number of impressions.

Other information includes about your followers with a comparison to similar companies.

Pinterest Analytics

Pinterest Business Account Analytics will provide you with the profile activity, audience, and Pins.  On the Overview screen, you can see key metrics for your profile, audience, activities and most popular Pins.

The Pinterest Profile section will show the detailed metrics for impressions, daily viewers, and Pins.

In the Audience section the metrics for average monthly viewers, average monthly engagement, demographics, and interests will be shown.

The Activity tab displays the pinning activity, top pins based on impressions, repins, clicks and all-time favorites.

Google+ Insights

There are four sections for the metrics Google+ Insights offers:

View Insights Section

  • Page views
  • Post views
  • Photo views

Engagement Section

  • Metrics about the posts
  • Total actions
  • +1’s comments and shares
  • Average actions by post type

Audience Section

  • Demographics overview of followers

 

Google Analytics

After the above social media networks metrics, the most crucial metrics for businesses come out of Google Analytics.

To work around Google Analytics better, combine your goals from the above social media reports within Google Analytics to evaluate the best social media network for your business.

To fully understand as to how to use Google Analytics requires an exclusive article on the topic.  Here I am just giving a brief account of this.

Google Analytics gives you the precise number of visitors returning or first timer. Besides that,  you can find out about the most visited pages.

One vital data i.e. engagement levels is an aspect of Google Analytics which enables you to understand if your content is engaging enough or you need to improve your strategy.

Other important data available in Google Analytics includes Average Pages per visit, Bounce Rate, Conversion Rate, Demographics, etc.

Below, I am exploring two main sections relevant to social networks:

  • Acquisition Section
  • Social Referrals

To get to know which social networks are driving traffic to your website, check the Acquisition Section.  This section will show the data as to which social networks are bringing traffic to your website.

The Social Referrals will show a detailed breakdown of the following metrics:

  • Sessions: Display the periods of time when a user is active on your website.
  • Pageviews: Number of times a page was loaded or reloaded in a browser.
  • Avg. Session Duration: The average time a user stays on your website.
  • Pages / Session: The average number of pages viewed per session.

These social media performance metrics is important for every business as they can help you determine which network is important to disperse your energy on.

Conclusion

The above list and explanation is not exhaustive but will give you a good start.

There are so many more ways in which the above Insights and Analytics can help you in designing your strategy in providing great value to your target audience and improve the overall performance of your website.

Your comments are welcome.  Let me know which social media platform you use more frequently and how you are using the Insights!

Please follow and like us:

17 Comments

  1. Johnk952 says:

    I like what you guys are up too. This kind of clever work and exposure! dgdcfbeegdae

  2. Smithk731 says:

    I am really impressed with your writing skills as well as with the layout on your weblog. Is this a paid theme or did you modify it yourself? Anyway keep up the excellent quality writing, its rare to see a great blog like this one nowadays edkfdkeedffdkddf

  3. Johne312 says:

    It is really a nice and helpful piece of info. Im glad that you shared this helpful information with us. Please keep us up to date like this. Thanks for sharing. adccecfefeea

  4. Smithg303 says:

    I do believe all of the ideas you’ve offered for your post. They are really convincing and will definitely work. Still, the posts are very quick for newbies. May just you please extend them a little from next time? Thank you for the post. edkakaeadfcbfefb

  5. Gaurav says:

    Hi
    I saw your tweet on blogger and thought to check your site. Impressive, looks like Mumtaz Khan has come a long way. Keep the good work going.
    Do check my travel & lifestyle blog http://www.twosomelife.com I am sure you would love it.

  6. My spouse and i have been so ecstatic when Albert managed to finish up his investigation from your ideas he obtained when using the weblog. It’s not at all simplistic to simply be giving out guidelines which usually some others have been trying to sell. And we figure out we’ve got the website owner to appreciate for this. All of the illustrations you have made, the straightforward website menu, the friendships you assist to engender – it is many exceptional, and it is helping our son in addition to the family reason why this article is exciting, and that’s incredibly pressing. Thanks for the whole thing!

  7. adidas nmd says:

    Youre so cool! I dont suppose Ive read anything like this before. So nice to search out somebody with some unique thoughts on this subject. realy thanks for beginning this up. this web site is one thing that’s wanted on the internet, someone with just a little originality. helpful job for bringing something new to the internet!

  8. I’m also commenting to make you know what a brilliant encounter my friend’s daughter gained studying your web page. She came to understand a lot of details, with the inclusion of what it is like to possess an excellent giving style to have certain people without hassle gain knowledge of some complicated subject matter. You undoubtedly exceeded visitors’ desires. Thank you for showing these invaluable, trustworthy, revealing and as well as easy tips on your topic to Janet.

  9. I am only commenting to let you be aware of what a awesome encounter my friend’s daughter went through visiting the blog. She learned some pieces, with the inclusion of what it’s like to possess a great helping nature to have many people effortlessly learn about chosen multifaceted things. You truly did more than visitors’ expectations. I appreciate you for giving the good, dependable, explanatory and as well as fun guidance on that topic to Julie.

  10. I precisely wanted to thank you very much once again. I’m not certain the things I would’ve made to happen in the absence of the actual basics revealed by you relating to this field. It had become a hard concern in my view, however , considering your expert mode you handled the issue made me to weep with happiness. Now i am thankful for your guidance and as well , believe you are aware of a powerful job you are carrying out training others thru a blog. Most probably you haven’t encountered all of us.

  11. Needed to create you one very small observation so as to give thanks again considering the wonderful guidelines you have contributed at this time. It was quite incredibly open-handed of you to provide without restraint just what most people might have advertised as an e-book to get some bucks on their own, even more so considering the fact that you could have tried it in the event you considered necessary. The tactics in addition acted to provide a good way to realize that other people online have similar desire similar to mine to learn good deal more when considering this issue. I am sure there are lots of more enjoyable moments ahead for individuals who looked over your website.

  12. I am also writing to make you be aware of of the outstanding discovery my wife’s girl had browsing your web site. She picked up lots of details, which include how it is like to have an amazing teaching mood to make men and women completely have an understanding of a variety of tricky subject areas. You really surpassed her expected results. Thank you for distributing the practical, dependable, educational and also fun tips on that topic to Tanya.

  13. I simply had to thank you very much once again. I do not know what I would have handled without these pointers shown by you about my subject matter. It previously was the frustrating problem for me personally, nevertheless coming across a new specialized way you treated it took me to weep with fulfillment. I am just thankful for this support and pray you comprehend what a powerful job you’re providing training men and women all through your websites. More than likely you’ve never met any of us.

  14. A lot of thanks for your whole labor on this blog. Betty takes pleasure in engaging in investigation and it’s really obvious why. We notice all concerning the powerful way you give important tips via your web blog and therefore invigorate participation from other individuals on this concern so our princess is being taught a lot. Take advantage of the rest of the year. Your conducting a glorious job.

  15. Thank you so much for providing individuals with such a breathtaking opportunity to read critical reviews from this web site. It can be very lovely and jam-packed with a great time for me and my office fellow workers to visit your website no less than 3 times per week to study the newest items you have got. And indeed, I’m so usually amazed considering the mind-blowing pointers you give. Selected 3 ideas in this post are indeed the most beneficial we’ve had.

  16. Hey, very nice site. I came across this on Google, and I am stoked that I did. I will definitely be coming back here more often. Wish I could add to the conversation and bring a bit more to the table, but am just taking in as much info as I can at the moment. Thanks for sharing.
    Article Submission

  17. Awesome blog article.Really looking forward to read more. Great.

Leave a Reply

Your email address will not be published. Required fields are marked *