Every month you schedule posts with new content, hoping people are seeing it. And everyday your social media accounts publish posts that you hope potential clients and customers are engaging with. Instead of hoping your content is successful, how about analyzing your content and measuring its results? You won’t know if your social media content has an impact or its effectiveness if you don’t analyze it!
With social media analytics, you can find out:
- Which social media network drives the most leads to your website
- When your social media followers are most active
- Demographics of your engaged audience
- How many new followers you gain in a specific time period
- Most popular type of post published
- Amount of engagement your posts are generating (likes, comments, shares, retweets, favorites, clicks, etc.)
- All of the above and more!
As you can imagine, there are tons of social media statistics you can measure. But you should ask yourself which ones you need to measure. Not all metrics are important for all businesses. It depends on who you are and what you are trying to accomplish with your social media.
There are multiple social media analytic programs you can use to help you measure these metrics for your business (Google Social Analytics, Hootsuite, Buffer ,Sprout Social, HubSpot, just to name a few). At first, you might get overwhelmed with how much information and how many numbers you are given. Luckily, most analytic programs allow you to customize the results you want to see on your dashboard.
In my personal opinion, there are a couple social metrics that are important to almost all businesses using social media. These 3 factors are metrics that everyone should measure:
- Time of posts published. The number of people who are going to see your content sometimes depends on the time you create an update, post or tweet. When is the majority of your audience most active on social media? That is when you will want to post your content. Most analytics tools will tell you what time your posts have been most successful, meaning when you’ve received the most views, clicks, shares, etc.
- Click-throughs. Most businesses with social media will post some content from their website, blog or other type of platform. By measuring how many click-throughs your posts are getting, you can see how many people are also viewing your other sites. There are other ways of seeing this as well (website analytics), but it’s a good way to measure conversions through social media.
- Network referrals. What content is being shared and how are people engaging with your page? When your content is being shared, it’s sort of like your business is getting a referral from an individual. More people will see your content, and more importantly, your name. This can also tell you which posts are being shared the most or have the most engagement so you can publish more posts with similar content.
Although social media can be a hassle, there are tools, businesses, and people out there that can help to make it simple. If you use an analytics tool, I would suggest using it at least once a month. You can even use it in real-time if you are measuring one specific piece of content. Stop hoping your content is effective and take control. Analyze and measure!