Social media strategies must be measured properly to ensure they are working as you expect them to be. But you’d be surprised by how many marketers don’t look beyond the Overview tab – and you might be one of them! Your Overview tab has plenty of great stats you’ll want to keep track of, but it’s also important to dig deeper.
Below are the social media metrics to focus on for each platform as you build a stronger, more resilient social media marketing strategy.
Facebook is still the most popular social media network, despite competition from other platforms. Businesses have a lot to gain from using Facebook, as the platform offers a wide range of advertising options. Here are the metrics we recommend paying attention to:
- Engagement. Engagement measures the number of times people took an action on your post, whether it be shares, clicks, reactions or comments.
- Reach. Reach tells you the number of people who have seen your post.
- Impressions. A bit different from reach, impressions are the number of times your post was seen. Some people will see your post multiple times.
- Page likes and followers. Facebook likes and follows come from people who are fans of your page and want to see more from you.
Instagram is growing and takes the fourth spot for most popular social apps. It’s a great platform for businesses to showcase their products and services using photos and videos. The best metrics to have your eye on are:
- Impressions. This is the number of times your post was shown to your audience.
- Reach. Reach refers to the number of individual users or unique accounts who saw your post.
- Content interactions. This metric looks at the actions people took when engaging with your content, such as likes, shares, saves and replies.
- Explore. The Explore feature lets you find new, relevant content from various accounts.
The benefit in using Twitter is that you can share real-time updates about your brand. It’s a great platform for driving engagement and increasing brand awareness. The metrics to have on your radar are:
- Tweet impressions. This refers to the number of times the tweet was shown.
- Engagements. Engagements are any action a user has taken on your tweet, such as a click, retweet, reply or like.
- Top tweet. This is the tweet that earned the most impressions. Top tweets help you understand what your audience likes.
- Top followers. The top follower is the follower with the highest number of followers of their own. They have the greatest potential to spread your tweets.
LinkedIn is the leading B2B platform, with nearly 20 years of history. It’s the perfect platform for advancing your career and establishing brand authority. Here are the metrics we think are most insightful:
- Visitors. Visitor analytics tell you who’s visiting your page. You can use filters to narrow down certain audiences.
- Followers. LinkedIn’s Follower feature shows you the sources and demographics of the people who follow your page.
- Impressions and engagement. Impressions are the number of times your post has been seen, and engagement tells you who is interacting with your post. These metrics tell you how your content is performing.
- Competitor. You can find this under the Analytics tab where you’re able to compare follower metrics and organic content metrics to gain insight into your competitors.
- Who’s Viewed Your Profile. This is accessible on the home page of your profile and will show a list of who has recently viewed your profile.
To be a successful social media marketer, you need to know your metrics AND understand them. For help with this, contact WSI Star Web Solutions. We can help you make the most of your social media marketing strategy so that every dollar is accounted for!