It’s true that measuring your social media performance isn’t the most glamorous part of the job, but doing so can greatly enhance your current and future social media outcomes.
If the results of your social media campaign analytics are positive, then you must be doing something right! However, keep in mind that no social media marketing campaign is perfect.
Establish your social media objectives
The primary objective is to acquire the knowledge necessary to make effective use of past social media campaign reports, to establish a system for measuring social media’s long-term success, and to locate relevant answers prior to launching any new social campaigns.
Each and every one of your social media metrics should begin with a well-thought-out plan.
That’s why it’s crucial to establish early on a number of essential social goals, and subsequently choose the social media marketing metrics that correspond with those goals.
Eliminate any room for confusion. Create a realistic goal for your social media campaign.
Pick the right analytics tools for your social media accounts
No one is born knowing how to measure the success of social media campaigns for a brand, so you’ll need a set of social media analytics tools to help you do it.
You need to do your homework to figure out what works best for you, what kind of data will help you optimise your efforts and social media campaigns, and what instruments will make it simpler to measure the impact of your social media efforts.
You can get started with the bare minimum using the native analytics provided by the social platform, but keep in mind that the more you learn about your social media performance and how to improve it, the more your business will benefit.
In turn, this will affect how customers feel about your company and the return you see from your investments. Therefore, an efficient social media measurement strategy relies heavily on the selection of an appropriate social measurement tool.
choose the key performance indicators
The importance of establishing key performance indicators for social media cannot be overstated. However, different KPIs have different levels of importance.
The most common metrics used by social media professionals are engagement, reach, fan or follower evolution, and follower growth.
For this reason, it is extremely helpful to have easy access to these social media marketing key performance indicators across all social media platforms.
You can either get the social media data from the native analytics without doing too much digging, or you can use a social media measurement tool like Socialinsider to gain a deeper understanding of your social media outcomes.
Rise in Number of Followers
Does your company’s brand grow or shrink in popularity across various social media channels?
Taking an analytical approach can help you learn how to measure your social media efforts by showing you when new followers are coming in and when old ones are leaving.
Next, consider the posts, advertisements, and social campaigns that have resulted in the most new followers.
A good measure of success is the growth in your fan base or number of followers. It reveals whether your social media efforts were successful in gaining new followers.
Indices of interest
When developing a content calendar, a social media strategy, or conducting social media measurement, the engagement or engagement rates per post are the primary focus of any social media professional.
Five-hundred-fifty percent of those who took part in our survey about social media bottlenecks cited difficulty in increasing traffic and engagement as their top challenge.
Brands often experiment with different caption lengths, types of hashtags and emojis, and post content in an effort to find what works best on social media.
Reach
According to the same survey, the number of people who actually saw your social media post (your “reach”) is the third most important metric for social media professionals.
Therefore, this metric is essential for tracking the success of your social media marketing efforts.
Impressions
Are you brewing up social media strategies, hoping that one of your posts or hashtags will go viral?
Your thoughts and feelings matter here.
The term “impressions” is used to describe the social media metric that indicates how many times content was displayed, regardless of whether or not the user actually clicked on the link.
Compare the results of your campaign to those of others through benchmarking
After taking stock of your previous efforts, it’s time to check out what your rivals are up to on social media. If you’re going to measure the effectiveness of your social media efforts, this is a crucial step.
If you want to know how you stack up against the competition on social media and identify any areas where they may be ahead of you, benchmarking is a great tool to use.
You can view the total number of posts made over a given time period, as well as posts made by your social media competitors, as well as engagement levels, fan growth, average engagement, average engagement per post, engagement rate per page, global fan count, and the best posts and how they’ve evolved.
Make reports on the effectiveness of your social media presence.
You can get a full picture of your social media presence by using an analytics tool to compile reports for the aforementioned information across all of your channels.
Concluding Remarks
Measuring your social media activity is an effective way to gain insight into your audience and refine your social media strategy moving forward.
Reports on previous social campaigns can provide more useful guidance for planning future social media campaigns than any amount of gut feeling could. Don’t discount their value.
Although, we all know that it’s easier to say than to actually do. Measuring the success of a social media campaign over a prolonged period of time could prove to be arduous and time-consuming.
