Metrics…Everyone Dreads Them!
I don’t know about you but I have been confused in the past on what is good to follow and what is not.
Metrics tell you the effectiveness of your social media strategy. They are magical in the fact it tells you if you are spreading your messaging correctly.
They also measure the success of your overall campaign and impact that your social media strategy has had.
There are 3 important things to consider when measuring your social media metrics.
- What metrics to measure
- Where to measure them
- How to analyze your metrics
This can be done for any social media platform as well as Pinterest.
I don’t know about you but for me it took me a long time to figure out metrics.
Hopefully this information will help you be more effective in your social media strategy.
Let’s talk what to measure…
- Follow count
- Audience Growth Rate
The first thing to measure in your metrics is your reach.
There are 2 different things you should be measuring when it comes to reach.
Post reach is the first. This is how many people have seen your post organically since it was posted. You want to know how many people are actually seeing your posts. This let’s you know where you fall into the algorithm. It also measures the engagement percentage which measures the impact of your content on your audience.
Potential reach is next. This is how many people have seen your posts within a given amount of time. There are factors to take into consideration when measuring potential reach.
Unique views – how many people saw your posts organically and the number of reshares.
Impressions – this is how many people interacted with your content which includes the like, shares, and comments.
Follow count – did anyone follow you after seeing your content.
Audience growth rate – which means did you maintain followers or lose some as well as the overall growth rate. Are you continually climbing or declining in the number of followers you have.
Reach is important in determining if your content is helping or hurting your social media strategy.
Another measurement in your is how much people are sharing your voice with their audience.
This is measured by the number of shares as well as the number of tags.
I know my content does not get many shares or tags so I need to make adjustment to what I am sharing content wise.
Do you need to make adjustments content wise so that you can get your content in front of other people’s audiences?
Are you converting when it comes to your content? This metric is telling you how much of your audience has been converted to followers as well as your sales.
The first thing to think about is… how engaging is your content. I find I have days where I get more engagement than others especially when I share inspirational quotes. People seem to love those.
Conversions help you determine whether or not you are targeting the right audience. You have to target the right audience to convert followers and make sales.
Conversion also helps you determine the effectiveness of your overall social media strategy. Remember your overall strategy can be adjusted and tweaked at any time so that you have more conversions as well as better overall metrics.
There are several ways that you can measure conversions.
- Website referrals – this is when people come to your website from other websites which is used especially in affiliate programs and influencer marketing.
- Social media conversions – this is when people visit your website directly from social media. This also determines the effectiveness of the post or social media campaign.
- Conversion rate – this is the post ratio of comments to number of overall followers.
- Click-Through-Rate (CTR) – this is how many people are clicking on a specific link. This a great tool to see how compelling your call-to-action (CTA) is.
- Bounce rate – is the percentage of people who click on the link but quickly leave page without taking any action. The lower the bounce rate the more people are interacting and taking action on that page.
Social media is all about engagement and that is why your engagement metrics are important.
This is not the most reliable metric but it does let you know how loyal your audience is which means that when the algorithm changes it really doesn’t matter. You have a loyal audience to back you up.
What to keep track of when it comes to social media engagement metrics:
- Likes – this is the lowest form of engagement metrics because it doesn’t take much effort to engage. This will also be generally the highest metric.
- Comments – this is where your audience wants to engage with your content and be apart of your story. This is the easiest way to determine if your content is hitting your target audience. It is also the best indicator of success of your social media strategy.
- Shares – this goes beyond interacting with your content. This is where someone is recommending your account to their audience.
- Clicks – this is the percentage of people who have clicked on your post.
- Applause rate – this is the number of actions your audience has taken compared to the number of followers. This lets you know how much audience has valued your post.
What do you need to do to measure your social media campaigns performance?
There are a number of great apps that will keep track of all your date so that analyzing your metrics doesn’t take forever and a day. These are great for those without a marketing team.
You can use Tailwind for Instagram and Pinterest. I use this app myself.
These are a few other applications that can be used to measure social media metrics:
- Sprout Social.
- Google Analytics.
Tracking metrics is vital to your success. IF you are not using it, it is a missed opportunity to find out what is and isn’t working in your social media campaign.
You don’t have to be an expert in marketing to leverage your social media and convert followers into customers.