Tracking Your Social Media Success

Tracking Your Social Media Success With Simple Metrics

In video marketing by Lauren HallLeave a Comment

By now, you should know the importance of building a social media presence for your business. You’ve got a Facebook page, a Twitter account and an Instagram profile. Perhaps you’ve begun to build a following. But do you know exactly how your social media efforts are impacting your business?

One of the key advantages digital marketing has over print ads, television commercials and other traditional marketing methods is its complete measurability. You can track the success of every post on every platform in real-time. This insight can be used to guide your strategy, and enable you to really get the most out of social media.

If you’ve ever taken a look at Facebook Insights or Twitter Analytics, you’ve probably been amazed by the detail these tools can provide. It can be incredibly overwhelming. But, the truth is, you only need a basic understanding to benefit.

We suggest starting with these five key metrics…

Referral Traffic

No doubt, you’ve added your website link to your social media profiles and post links to pages of your website on a regular basis, but how many people are actually clicking on those links?

Google Analytics will allow you measure how much traffic is coming to your website from social media and how that traffic performs. If you find that the number of click-throughs is less than expected, consider including more compelling call-to-actions in your video content and social media posts.

Google Analytics
  1. Set up Google Analytics, if you haven’t already, following this simple guide.
  2. Once you’ve signed in, find “Acquisition” in the left-hand sidebar and click “Social”.
  3. To view basic information on the total sessions from each social network, navigate to the “Overview” tab.
  4. For more details, including duration and pages visited per session, head over to the “Network Referrals” tab.

Reach

Knowing the number of followers you have on each platform is all well and good, but how many people are actually looking at your content?

The reach metric gives you a more accurate view of the size of your audience. It combines the number of users who have viewed your content inside your circle of followers with the number of users you have reached outside of your network through a retweet or shared post.

Posting more engaging content will encourage your followers to share your posts and will significantly increase your reach. Video content is particularly shareable. A recent study showed that videos are shared 1200% more than text and links.

Facebook
  1. On your Facebook Page, go to the “Insights” tab.
  2. In the “Overview” section, you’ll find your total reach (the number of individual users who viewed any activity from your page) for the selected period of time.
Twitter
  1. On Twitter, click on your profile picture on the top navigation bar and choose “Analytics” from the drop-down menu.
  2. Go to the “Tweets” tab at the top of the page to find out how many “Impressions” you have earned (the total number of views your Tweets have received) for the selected period of time.
Instagram
  1. Firstly, ensure that you have a Business Profile. Click the cog on your profile and select “Switch to Business Profile” if it appears on the list.
  2. On your profile page, click the bar graph icon at the top of the screen.
  3. Swipe through the top section to view your “Impressions” (the total number of views your posts have received) and “Reach” (the number of individual users who viewed your posts) for the week.

Engagement

Watching your audience grow on social media is definitely a step in the right direction, but one of the main aims of social media marketing is forming a relationship and engaging in a two-way conversation with that audience.

Measuring your engagement will show you how many times users have interacted with your posts with a like, comment or share. Looking at which posts are performing well in terms of engagement, will help you to determine the kind of content that your audience finds interesting and will allow you to weed out anything that isn’t working as part of the larger conversation.

Facebook
  1. On your Facebook Page, go to the “Insights” tab.
  2. In the “Overview” section, you’ll find your total Post Engagements for the selected period of time.
  3. To view the performance of each individual post, select “Posts” in the left-hand sidebar. Under “All Posts Published”, click the right-hand arrow and choose “Reactions, Comments and Shares” to view the number of likes, comments and shares each post has received.
Twitter
  1. On Twitter, navigate to “Analytics”.
  2. Go to the “Tweets” tab at the top of the page.
  3. The graphs on the right-hand side of the page will show you the total number of retweets, likes and replies you’ve received for the selected period of time.
  4. To view the performance of each individual tweet, click “Tweets” at the top of the page. The “Engagements” column will show you the total number of engagements each tweet has received.
Instagram
  1. On your profile page, click the bar graph icon at the top of the screen.
  2. Click “See more” on the “Posts” section.
  3. Sorting your posts by “Engagement” will show you the total number of engagements each post has received.

Audience Demographics

For content to be successful on social media, it must resonate and engage your audience. If it relates to their interests and lifestyle, they are more likely to like, comment or share.

Researching your audience demographics on each platform is one of the best ways to inform your content strategy. It will help to determine the tone and content of your posts, and will also allow you to target your social media ads more successfully.

Facebook
  1. On your Facebook Page, go to the “Insights” tab.
  2. Click “People” on the left-hand sidebar to get an overview of your audience’s gender, age and location.
Twitter
  1. On Twitter, navigate to “Analytics”.
  2. Go to the “Audiences” tab at the top of the page to gain insight about your audience’s gender, location and interests.
Instagram
  1. On your profile page, click the bar graph icon at the top of the screen.
  2. Click “See more” on the “Followers” section to get an overview of your audience’s gender, age and location.

Optimal Engagement Times

Believe it or not, when you choose to post on social media is almost as important as what you post. If the majority of your audience isn’t online when you share your content, your reach and engagement will suffer. Knowing when your followers are most active online will allow you to distribute your content for maximum effect.

Facebook
  1. On your Facebook Page, go to the “Insights” tab.
  2. Click “Posts” on the left-hand sidebar. The graph at the top of the page will show you “When Your Fans Are Online”.
Twitter
  1. On Twitter, navigate to “Analytics”.
  2. Go to the “Tweets” tab at the top of the page.
  3. Although Twitter doesn’t provide information about your audience’s activity throughout the day, you can use your engagement metrics (see above) and a bit of trial and error to determine the optimal engagement times for your Twitter audience.
Instagram
  1. On your profile page, click the bar graph icon at the top of the screen.
  2. Click “See more” on the “Followers” section. The bar graph at the bottom of the page will show you when your followers are most active.

Want to find out more about using social media content to boost your business? Check out our video marketing package!

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