Measuring your success in social media marketing is more than just checking to see how many likes and follows you have accumulated. These may prove that you can create quality content that people want to see or perhaps you ran a great campaign to gain likes and follows, but now what? How do you know if these followers will interact and actual create some type of business that is measurable?
There are three basic measures to see if your social media marketing plan is working: reach, engagement and conversion. I covered these in detail in another blog, so I will just give the highlights here:
REACH – How many people could have seen your message.
ENGAGEMENT – How many people did see your message and reacted.
CONVERSION – How many people followed through on an action.
Some other items to consider tracking are:
- Reactions for Your Posts
- Audience Demographics
- Replies and Comments for Your Posts
- Shared Content
- Referral Traffic
- Click Rates
Let’s begin a more detailed look at how to check each of these measures.
Examples of Reach metrics include:
- Connections on LinkedIn
- Followers on Twitter
- Likes on Facebook page
- Views and Subscribers on YouTube channel
- Visitors to blog
Examples of Engagement metrics include:
- Clicks on links from social media posts
- Retweets, Mentions and Direct Messages on Twitter
- Shares on Facebook and LinkedIn
- Comments on Facebook and LinkedIn posts
- Ratings on YouTube videos
- Comments on blog posts
Examples of Conversion metrics include:
- Registrations for content downloads
- Opt In for Newsletter Registration
- Webinar registrations
- Online form completions (lead generation)
- Phone-in leads
- Online sales
- Print coupon or request discount code
I’ll go over Facebook Insights as an example of the kind of detailed analysis many social media platforms offer and I’ll touch on a few Google Analytics that might be helpful as well.
On your Facebook Page, go to the top and click on Insights.
Then you will see a menu along the left side.
Here are the basic measures for each:
Overview: Page Summary, 5 Most Recent Posts and their performance, and Pages/Suggested Pages to Watch along with options to view stats from Today, Yesterday, last 7 days, 28 days.
Followers: Total Page followers, net likes and where your page follows happened for 1 week, 1 month, 1 quarter, or specific date ranges.
Likes: Total Page likes, net likes and where your Page likes happened for 1 week, 1 month, 1 quarter, or specific date ranges.
Reach: Post Reach, Likes, Comments and Shares, Hide, Report as Spam and Unlike and Total Reach for 1 week, 1 month, 1 quarter, or specific date ranges.
Page Views: Total Views, Total People Who Viewed, Top Sources for 1 week, 1 month, 1 quarter, or specific date ranges.
Actions on Page: Total Actions, People who Click also by age and gender, People who clicked specific actions like website or phone number also by age and gender for 1 week, 1 month, 1 quarter, or specific date ranges.
Posts: When Your Fans are Online, Post Types, Top Posts from Pages you Watch, All Posts Published and how they performed for Reach and Engagement for 1 week or 1 month.
People: Demographic Data – women, men, city, language, country.
Google Analytics can help with social media goals also. These metrics are specific to your website traffic.
Under Acquisition in the left navigation, click on the Social, click Overview.
Overview shows basic information on total sessions from each social network like session counts, page views, duration and pages visited.
Monitoring your business performance online is extremely important to know if what you are posting is actually having a real return on investment. Even if you aren’t spending money to boost or promote your posts, keeping a close eye on your audience metrics is very crucial. It’s the best way to create targeted, customized content to improve engagement with your target market.
When measuring your success on social media, there are a lot of factors and data to consider. Many social media platforms have made it simple by providing a tool inside their software to help with these measures. If you need help analyzing your data or just don’t have the time to mess with it, give me a call. I would be happy to help you make a plan, coach you on what type of posts are the best for your market and even help monitor your success! Together we make a great team because I know the Internet and you know your business!