How to Easily Track Your Social Media Metrics
Google may or may not be expressly using social signals in their search engine ranking. But social media is still a part of the internet. And it still gives out signals just like any other platform.
If you’re looking to boost sales and visibility, social media campaigns are definitely a way to go. But knowing exactly how your social media campaign is going can be a bit tricky.
This is why you need to pay special attention to your social media metrics. This is where you’re going to get the information that will help you tweak your campaigns as you go.
But how do you track your social media metrics? Fortunately, we’ve got the goods on that right here!
1. Use Audience Demographics Social Media Metrics
Demographics are an excellent way of learning how to discern your target audience.
If you monitor this metric, you can understand how to modify future posts and paid ads. This will inform your entire strategy.
When using Facebook Insights, look under the People section. Click on the Your Fans section. There you will see various demographics factors for your fan base.
Here you will see how many men and how many women liked your page. You can see where people live by city, country, state. You can also see what languages the people who access your page speak.
If you want to see Twitter’s analytics data, you can click on Audiences tab. You can see your audience’s top interests, their gender, etc.
Twitter for Business is a bit more intense in its demographics data analysis.
2. Measure Your Reach
Just like your physical reach, you can measure your social reach.
And it’s not in inches or miles.
Through social media metrics like reach, you can find out where you touch both inside your audience and outside your audience. If someone interacts with your content on social media, this typically increases your reach. People see that this person interacted with your content and they then see your content.
Can you see how your reach can multiply?
If you want to increase your reach, add more engaging content into your strategy. You want people clicking “like” and upvoting on Youtube. You want people commenting on your content and sharing it.
If you want to measure your reach on Facebook, go to the Reach option in the navigation panel on the left. You can now see the number of people who saw your post.
You can see the number of people who saw any activity from your page on the bottom.
With Twitter, you can see your reach by clicking the Tweets tab in your analytics and see your Impressions column.
3. Your Mentions Are Important
The more people share about your the wider your influence on social media.
Facebook makes it easy to track your mentions. They just notify you. But Twitter only notifies you if you are being tagged directly. So you will have to use a third party tool of some sort to keep track of mentions there.
4. Replies And Comments, You Should Review These Too
This is a way to know how engaging and interesting your topics are on social media.
These are direct response social media metrics that will help you filter uninteresting content out of your content strategy.
In Facebook, you can see comments in the Posts section of your Insights. If you scroll all the way down to All Posts Published, right click on the drop down arrow, you can see Reactions, Comments, and Shares.
On Twitter, you can see post reply counts in analytics. You can choose either Tweets or Top Tweets.
5. Likes And Reactions In Your Posts, Track These Metrics
Reactions are important.
You want to make sure you’re getting positive interaction. We know, you’ve heard that any publicity is good publicity. But bad publicity can shut you down.
You want to make sure you’re getting the reaction you want out of your audience. You want interest. And you will probably get interest unless you are actively antagonizing your audience.
You can see on Facebook and Twitter what kinds of content is getting interest and what content is lonely and unloved.
In Facebook, you’ll find this in the Posts section as well. You can see details of each reaction if you click on the link.
On Twitter, go to the All Tweets page and click top tweets. You will see graphs of the likes you’re receiving.
6. Track Your Referral Traffic
Another point of interest in your social media metrics is referral traffic.
Where are people coming from? How are they accessing your content on social media?
A large percentage will probably be directly from social media itself. But you can get people clicking in from Google and your website and other places. Especially since Tweets are now a part of Google search.
This is a great way to improve your calls to action and campaign strategy.
You can also find out what social media is directing traffic to your site. Go to Google Analytics. Click on the Social menu. Click Overview or Network Referrals.
The overview tab will give you basic info on total sessions from social network sites.
7. Identify Optimal Times For Engagement
When are people accessing your content?
When are they engaged? When are they passing you by?
This is important. You want to know when to post things and when to Tweet. Otherwise, you’re talking to the ether space, and who knows what might be listening.
In Facebook, you can view the activity of your daily followers’ activity over a week. This can be found on your Insights page under Posts. Make sure “When Your Fans Are Online” is selected.
On Twitter, you can find your engagement for different times during the week. This will be found on your Tweets tab in Analytics.
When you monitor your social media metrics, you are in control.
This can be a fairly accurate litmus test for your brand’s performance online.
What are ways you are monitoring your brand’s performance on social media? Let us know in the comments below. And, as always, keep converting!