February is Analytics Month at Wrapp Around!
In last week’s blog we focused on website analytics. We looked at some of the important analytics to track, and the importance of data-driven decisions for your business.
Just like website analytics, measuring social media analytics is critical for the success of your marketing campaigns. Keeping an eye on this data will help you spot trends that are working or not working, meaning you will catch the red flags early and not miss the opportunity to improve and adjust.
With the vast amount of data available, it can be tough to understand which measurements are most important. To understand which analytic is most important, you need to have your social media strategy in place. For example, if your goal is to drive users to your website, you should pay special attention to traffic and conversions.
So let’s look at some of the social media analytics you’re most likely to come across.
Social Media Analytics Terms
We are going to breakdown these terms into three different categories: Awareness, Engagement and Conversion metrics.
Awareness Metrics
- Likes – the number of people who have liked your post.
- Mentions – this tracks what your audience is saying about you.
- Impressions – number of people who saw your post.
- Audience growth rate – measures the speed at which your brand following increases. It shows how many net followers you gain each month.
- Potential reach – the number of people who could potentially see your post.
Engagement Metrics
- Engagement – the number of times a person has interacted or engaged with your post. This could be anything from likes, comments, etc.
- Engagement rate – engagements divided by the number of impressions. A higher rate indicates that your content is resonating with your audience.
- Amplification rate – ratio of share per post to the number of followers. This metric shows the rate at which your followers share your content with their followers.
Conversion Metrics
- Conversion rate – the number of visitors who take action on a page. For example, download content, watch a video, etc.
- Click-through rate – how many people clicked on a link versus total impressions. Tracking it correctly gives you insight into how your content resonates with your target audience.
- Cost per click – amount you pay per individual click on your sponsored posts.
- Cost per thousand impression – the amount you pay every time a thousand people scroll past your sponsored post.
Next, we look at how each social media channel presents its analytics.
Social Media Channel Insight Report
Facebook Insights
Facebook insight reports are free for all business pages. As already discussed, they are designed to help you understand your audience and see how they interact with your posts.
The overview report shows you a snapshot of your profile analytics, including page likes, views, post reach, etc. The report can show a summary for the last day, seven days or 28 days.
You can also view a detailed report of each post, seeing which post had a higher engagement rate with your audience. You can also see if your audience prefers video, text, or audio.
LinkedIn Insights
In my opinion, LinkedIn has one of the poor insight reports out there. It is not very comprehensive. It requires weekly or daily tracking in order to have a better understanding of your audience.
The dashboard displays how your followers have grown (or not), page views, unique visitors (new visitors as opposed to returning visitors) and custom clicks. You can view post specific metrics for the last 30 days. These include likes, comments, shares, etc.
Twitter Insights
Twitter, on the other hand, has one of the best dashboard out there. You are able to view different months simultaneously, which is fantastic for monthly campaigns. The overview is helpful as you can quickly identify impressions, likes, mentions, etc.
This report also shows your best performing tweet, which is a useful tool in understanding your audience. You can see which one of your followers has the most followers, creating an opportunity to connect with influencers.
The information on the dashboard is displayed in a way that you don’t have to check it everyday (which is a bonus for me). The monthly view is very comprehensive.
YouTube Insights
As we all know, incorporating video into your marketing strategy is a must. YouTube insight show how many people have watched your video, where your traffic is coming from, how long people watch and from which device.
You can also add filters to show geography, time of day your videos are viewed, subscriber status, downloads, etc.
It’s A Wrapp!
If you haven’t been keeping an eye on your analytics, either on your website or social media, don’t stress. Today is the perfect day to start. We have given you a lot of information to get started.
Should you need help, give us a call or send us an email. We can get you registered on Google Analytics for your website and also help your marketing team in getting started with social media analytics.
Keep checking our LinkedIn, Twitter and Facebook pages for more information.
