Social Media Analytics

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.