Essential Social Media Metrics You Should Be Watching Closely
This tutorial breaks down common social media metrics to help you get off the ground.
You want to be able to clearly understand how many people are talking about your business including messages, comments, re-tweets and more. These statistics can be found in various places, but should always be measured over time so you can gauge improvement. Facebook even provides a useful metric called “people talking about this”, which is designed for you to understand how many people are truly talking about your brand.
Learn about the peak performance of volume for your business including time of day, days of week, or different channels that provide the most overall volume. You can use this information to focus your posts more concisely and maximize your overall budget.
However, an audiences size is not a good metric alone. Reach can tell you a lot more about your business when compared to other engagement metrics such as clicks, retweets or replies.
Maybe the best way to think about Reach is to think that it will help to frame the other metrics for you to make smarter decisions about your social media investments.
Almost every social media provides some way for people to share or reply to content. That is certainly useful engagement. But, engagement is even more important if you want to improve the interaction of your community. Engagement can lead to others seeing your content, which can lead to more engagement, which can lead to more seeing it…and this is when something truly goes viral.
Start watching what types of your content generates the best engagement (retweets, posts, comments, etc) and you may learn something you didn’t expect about how your community wants to engage with you.
It is safe to assume that people who have had influence in an industry would be able to help you with influence in your business as well. You can connect with others on social media who have influence in your community and learn how to gain their followers from their mention or engagement with your content as well.
Influence is a social media metric that can be measured with a tool like PeerIndex, which will assign an influencer score to an individual and their ability to influence others.
5. Share of Voice
Since social media conversations are public, you can view social media metrics on your share of voice and compare this to your competition. Many interesting insights can be learned from tracking other people who are trying similar techniques as you, work in the same industry, or are using similar influence.
By measuring, and closely watching your social media metrics, you’ll be able to understand what social media activity is helping your business the most, make smarter business decisions, and grow your business more than you ever thought possible.