Social Media Analytics
Explore which metrics to track to judge the progress of your social media SEO efforts, and discover how to pick the right social media analytics tools to set goals for future campaigns.
If we’re using social media to grow our business, we should also track our performance on these platforms. Quantifying our social activities can tell us if we’re going in the right direction or not. Analyzing these metrics can also help us make informed marketing decisions and improve the outcomes of our social media campaign.
Social media metrics to measure
Before getting into analytics, we should decide which metrics are important to our marketing goals. Analytics reports typically give us tons of numbers to look at. Which data should we go after and what does it tell us? Before using an analytics tool to generate our social performance report, it’s important to understand what the data means.
The following categories of metrics are most important to marketers.
Brand awareness
Brand awareness is a key goal of every social media campaign. It refers to how familiar people are with our brand. There are a number of metrics that express brand awareness in slightly different ways. Reach, impressions, brand mentions, and share of voice all give us an idea of the size of the audience for our brand.
Metric | Description |
Reach | The number of potential viewers for our content |
Impression | The number of times our content appears in timelines |
Brand mentions | The number of times people mention our brand name in posts - it can appear with or without an @mention |
Share of voice | The number of mentions of our brand compared to the total brand mentions in the industry - it helps compare the market of our brand to that of our competitors |
Engagement
All the metrics that signal how the audience interacts with our content fall under the engagement metrics. Likes, ...