By Madeline Balicoco
It’s no secret that social media is a powerful tool.
But with so much information at your fingertips, which analytics should be on your radar? This is such an important question for every single brand and the truth is the answer varies from business to business. Rather than focusing on broad vanity metrics, we know that identifying and tracking meaningful metrics helps our clients reach their end game—and see what we like to call the “result of the result.”
That’s why, we always pay close attention to these metrics:
The size of your social media audience is always important. It determines who you’re reaching on a regular basis whenever you post content. But our team takes it a step further. Rather than only increasing the number of followers, we pay attention to whether the audience we’re building reflects your brand’s target audience or customer. This ensures that your brand is creating online relationships with the people who really matter.
How your audience is interacting with your social media content is the next step to measuring your online community’s success. For our clients, we define engagement as people liking, sharing and commenting on their posts. This helps us determine what kind of content is resonating well with our clients’ online communities. But keep in mind that on different platforms, there are different ways users can interact with your content. For example, you’ll want to pay attention to people re-pinning your content on Pinterest or whether people are navigating to the links you share in your Instagram Stories.
A conversion is when your target audience takes an action that you want for your business—whether it’s signing up for your newsletter, downloading your app, or making an online purchase. These are the “crème de la crème” of social media metrics because they can directly affect your bottom line. That’s why it’s important to determine which actions you need your online audience to take.
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When it comes to social media metrics that matter, this is just the tip of the iceberg. When we dive deep into a campaign, we always identify our clients’ business goals and then determine how we can effectively track the results that will help them achieve success.