Any social media strategy worth its salt must be properly measured. However, you might be surprised how many marketers don’t think to look at the data presented in the Overview tab.
While no one disputes the importance of keeping these statistics (which is why they are more relevant in the past), a lot of valuable information can be gleaned when diving deep.
Let’s take a look at the best options and find out which social media metrics are best for you to follow to increase brand awareness and improve your social media ROI.
Facebook Metrics – The Basics
Facebook is still the most popular social network, according to Statista, despite competition for second place from newcomers TikTok and YouTube. For businesses, Facebook offers a variety of advertising decisions that are highly targeted and have a wide reach. So, how can you use Facebook analytics for growth and engagement?
1. Facebook – Engagement
Engagement measures the number of times people take action on your post. Actions include clicking, sharing, commenting, or reacting.
This is a valuable indicator of how much your audience enjoys your content. Knowing what types of posts people are interested in will help determine your content strategy. Good engagement also helps your post reach more of your followers.
2. Facebook – Reach
Traffic shows the number of people who viewed your post. Changes in Facebook’s algorithm have made it difficult for posts to be seen organically. So, even if a company has a large number of followers on Facebook, this does not mean that its posts will be visible to many of them.
You can access top-line reach information in the Women tab on the Facebook Insights page and get more detailed information in the Reach tab. This is a useful metric that shows how many unique people viewed your campaign or content.
3. Facebook – Impressions
Reach is the number of people who saw your post, and views are the number of times your post was viewed. If a person sees the same post three different times, this means an increase in the achieved indicator by one and an increase in the number of views by three.
To view impression data, go to the Posts tab and select the Impressions: Organic/Paid submenu. This measure allows you to understand how often ads are shown.
If you divide impressions by reach, you get a frequency metric, which is the average number of times a person saw your ad. This can be suitable when trying to determine the impact of advertising or brand promotion.
4. Facebook – Page Likes and Followers
Facebook likes and followers are key audience metrics. Likes are people who have identified themselves as fans of your page and followers who have expressed a desire to see posts on your page in their feeds (although the algorithm does not guarantee that they will do so).
It’s important to keep an eye on your audience size to ensure you don’t lose more subscribers than you gain.
Twitter Metrics – The Basics
Despite the ongoing changes on Twitter, it is a platform that has a lot to offer marketers and brands. Its real-time operation means hashtags can change quickly, and productions can use tweets to increase brand awareness and drive engagement. Let’s look at the options to evaluate your use of Twitter analytics.
1. Twitter – Tweet Impressions
This metric represents the number of times a tweet was shown in either your followers’ time, a similar result, or a search. This data can be accessed by selecting “View Tweet Performance” in Twitter Analytics. They can help you show how your content or campaign reached audiences outside of your subscriber list.
2. Twitter – Engagements
On Twitter, rendezvous is any action a user takes on your tweet, including clicking on a link, retweeting, replying, etc. This metric shows whether your tweet inspired someone to learn more or share it with others. You’ll find participation details under the Tweet tab. Increased engagement is a good sign that people like or want to interact with your content.
3. Twitter – Top Tweet
On the main page of the Twitter analytics account, you will find the best tweets for the current month. This is the tweet that received the most attention, including the top card tweet (including card) and the top media tweet (including photo or video). This is an important indicator of what works best with your viewers, be it the gratified, the hashtag used, the day and time of the tweet, or a combination of some or all of these factors.
4. Twitter – New Followers
New Followers is the number of new people who have decided to follow your Twitter account in the last month. Becoming a fan shows a greater connection to your brand than retweets or likes. This is a beneficial key performance indicator (KPI) for your brand’s overall effectiveness in growing your audience.
5. Twitter – Top Follower
The best subscriber is the subscriber who has the most number of subscribers in the last month. The best followers are those who have the most ability to spread your tweets to others by liking or retweeting them.
6. Twitter – Top mention
This is the tweet with the most attention via @handle. The users behind your best tweets are usually good candidates for potential marketing campaigns because they have a large following and are interested in your brand.
Instagram Metrics – The Basics
More than two billion people use Instagram once a month, producing it the fourth most current social media app in the world, according to Business Apps. With a new effort on video formats, Instagram could be an effective platform for brands looking to increase brand awareness and engagement, especially for those over 35. Let’s take a look at the main metrics you can monitor using Instagram analytics.
1. Instagram – Impressions
This is the numeral of times your post was shown to your audience. Instagram analytics further breaks down this data by showing traffic from hashtags, houses, or brands. Using a hashtag correctly will help improve the visibility of your post.
2. Instagram – Reach
Another important parameter to measure the campaign or its effectiveness after going live on Instagram. This indicates the number of unique users or unique accounts that saw your post.
3. Instagram – Content interactions
This takes into account the actions people take when they interact with your content, as well as likes, comments, shares, saves, and answers. This is the total number of user actions taken directly from your post.
4. Instagram – Explore
Instagram’s Discover feature allows users to find new and relevant content on accounts they don’t currently follow. It works with Instagram’s algorithm to create content based on similar accounts or interactive content, including photos, videos (see IG’s video formats guide for more information), reels, and stories. Instagram Insights will show the number of users reached by the unfollow feature.
5. Instagram – Accounts reached, and accounts engaged
These metrics show activity in your feed and posts. Accounts reached are the number of inimitable accounts that have viewed your content at least once. They include social media demographics such as top countries, top cities, maximum age, and gender.
Accounts Engagement is the number of unique accounts that have interacted with your content, broken down (as above) by each account.
Pinterest Metrics – The Basics
Pinterest is a place for brands to share great images and videos. Since the majority of users are women, it is ideal for companies that want to reach this audience. It is especially good for fashion, beauty, cosmetics, DIY, and food products. Let’s look at the key metrics to focus on when using Pinterest analytics.
1. Pinterest – Pins
Pins are symbols that people use to save things they like. This could be videos, images, or products. Pins are searchable and clickable, so dealers can use them to drive the public to a website or landing page to increase visits and conversions. Pin count tracking shows you the average amount of daily content posted on your website, giving you insight into pins and click rates.
2. Pinterest – Saves
A saving feature known as repins allows people to post or save your content to their boards. This will allow your followers to see you in their feeds and give your content more visibility and reach. Analyzing the average number of daily saves is a good way to evaluate the effectiveness of your content.
3. Pinterest – Impressions & Engagement
As with any social network, attention and engagement are important metrics to track on Pinterest. They show the effectiveness of your video on the site. A high percentage of pin views means your content is being repeated. Engagement metrics show the total number of interactions your Pins receive, such as saves, pin clicks, carousel card clicks, collection clicks, and thoughts scrolling forward or backward.
4. Pinterest – Top converting pins
This is a useful metric to track because it shows you what content is performing well and allows you to dig deeper to find out why. Is it because it is visual, or does it provide a solution to a problem, or does it depend on something that influences it?
TikTok Metrics – The Basics
TikTok, the newest site in town, has attracted more than 1 billion users in 5 years and will generate $4.6 billion in revenue in 2021 alone. This popularity is due to the ease of use of the platform and its entertainment value.
It is also a platform that allows users and brands to go viral by gaining followers and increasing brand awareness on the go. Predicting that there will be changes in how businesses use it in 2023, let’s look at the parameters you should follow on TikTok (make sure you have a business account to access the analysis).
1. TikTok – Overview
The Overview tab lets you view a variety of metrics, including engagement, followers, and content, in one place. This is a great way to get an idea of the important metrics on your TikTok account.
Here, you can see video views and brand views (which show how many people have viewed your brand and are great for increasing brand responsiveness if that’s a KPI for your business). It also shows information about shares, likes, comments, and followers.
2. TikTok – Content
Content is all about the performance of your video content. It provides aggregate data on video views and popular videos, as well as video likes, comments, and shares.
It can dig profounder by telling you the total play time and average watch time, as well as the audience reach and the number of people who watched the full video. These metrics will help you understand what kind of video content your audience enjoys.
3. TikTok – Followers
This tab will tell you more about your subscribers. It includes gender, location, and follower activity information, which tells you when your followers are active. There are also videos that your followers watch and audio that they listen to.
4. TikTok – LIVE
Live video is an important part of TikTok and a great way to increase engagement and earn rewards or gifts such as diamonds. The website displays metrics such as total views and time, as well as the number of viewers and unique viewers.
5. TikTok – Hashtag performance
People like TikTok hashtags so monitoring activity can be useful. Hashtag views show how many times a hashtag has been viewed. You can also search hashtags in the Discover unit to get an idea of what’s general or trending.
LinkedIn Metrics – The Basics
LinkedIn will be 20 years old next year and has grown into a popular social network with more than 875 million users worldwide. Considered a leading B2B, it is also a place where people can build and grow their careers. Let’s learn how to use LinkedIn analytics to track the performance of your B2B campaigns.
1. LinkedIn – Visitors
Visitor analytics will show you who is staying on your site and help you find the best places and places to view your content. Use sifters here (page views, dates, unique visitors) to drill down into visitor pages such as job responsibilities, hierarchy, company size, and industry.
2. LinkedIn – Followers
A LinkedIn follower profile shows the sources and details of the people who follow your company page. This measure will allow you to find out who is following you and how best to interact with them.
3. LinkedIn – Impressions & Engagement
Impressions are the amount of times your post is viewed. This metric is important because it shows how often your content is viewed and increases the likelihood of interaction. Additionally, pay attention to unique views as they count the number of unique LinkedIn users who will see your post.
On LinkedIn, the assignation rate is calculated by count the number of interactions, clicks, and new followers received, divided by the number of images in a post. Adding this to your analysis will give you a better idea of how the content is performing.
4. LinkedIn – Competitor
This feature is located in the Analytics tab (currently only available to some users) and allows you to compare subscriber metrics with organic content metrics. This will help you understand your competitors’ fans and learn more about what content suits them.
Next Level Social Media Metrics
With more research and calculations, you can gain valuable data and establish digital marketing KPIs that will help you measure how well your social media strategy is performing in terms of awareness, engagement, and customer satisfaction. Let’s look at five key social media marketing metrics you should be tracking.
1. Follower Growth Rate
It goes without saying that as internet access continues to grow around the world, brands can expect their social media audience share to grow. Therefore, it is important to measure the rate at which your brand is gaining followers and also compare the growth rates of your competitors.
This represents a shift in thinking from “How much is our audience growing?” to the question, “How fast is our audience growing?” If you see a decline in the growth rate of your social media audience, this may indicate that you need to take action to counter the trend.
To compute your audience growth rate, add up the net subscriber growth across all sites over the past month, divide that by the total audience across all sites, and multiply by 100 (to get a percentage).
For comparison purposes, you may want to consider creating the same account on your competitors’ social media sites.
2. Social Share of Voice
Social Share of Voice (SSoV) compares your brand’s social media mentions against all your competitors. This is a useful way to see how visible, relevant, and popular your brand is in the market.
Start by measuring all of your brand’s direct and indirect metrics throughout the month using your handle or name across all social media platforms. (Social media monitoring and analytics tools can make this process easier.) Do the same for your competitors. Divide the total number of complaints by the total number of complaints across all brands (including your own) and multiply by 100 to get the vote percentage.
3. Amplification Rate
The augmentation rate is the ratio of the number of shares of a post to the total number of subscribers, which shows the rate at which subscribers are sharing your content. This is a KPI that shows your audience’s willingness to engage with your brand.
The higher your promotion level, the more your subscribers will increase your reach. You can calculate your growth rate by dividing the number of times a post is shared by your total number of followers, then multiplying by 100 percent.
4. Virality Rate
The quality of a post is about more than the number of likes it receives or the number of times it is shared. The ability of a single post to go viral is reflected in the calculation of the percentage of shares compared to the total number of posts submitted. The intention is simple: the total number of shares is divided by the total number and multiplied by 100. This is the virality indicator.
Let’s say one post received 400 likes, but it was joined by 2,000 of the 20,000 people who saw it. This shows more talent than another post that acknowledged 1,000 likes but was only collected by 2,000 of the 200,000 people who saw it.
5. Social sentiment
While sharing information on social media is part of your social media communication, attention tracks feelings and behavior. So, when people talk about your brand online, do they say positive or negative things?
Calculating social soppiness requires analytics tools that can process and separate context and language, such as TalkWalker.
