Recently we wrote a post about how to set up a social media calendar to engage with current and potential customers across various social media channels. But once you set up your calendar and start posting, how do you know what’s working and what isn’t?
Checking your social media analytics is the easiest way to find out what types of posts (and channels) are most beneficial for your small business and which audiences are most receptive to your brand.
But before you dive into the numbers, be sure to determine the overall goals for your social media efforts. Also, jot down what you'd like your audience to do as a result of your posts (share, purchase, click, etc.). For example, some social goals might include:
- To broadcast news to customers/potential customers about current or new products
- To increase clicks to your website
- To interact with customers
- To join a community and build credibility in your niche
- To increase brand awareness and visibility
- To drive customers to your brick-and-mortar store
From there you can take a look at your social media accounts and determine which ones you should focus your precious time on and which ones you can let go.
Measuring Social Media Marketing Performance
There are a couple different ways to do this, depending on how many social media channels you are using and how much time you have to devote to analysis.
Track Performance on Each Individual Platform
If you have settled on using one or two social media channels, it is easy to go straight to the source to see your analytics. For example, if you are using Facebook, simply go to your business Facebook page and click the Insights link along the top. You will get a wealth of information, including your page summary with page views, page actions, page likes, reach, post engagements, and page followers. You can also see how your promotions are doing, view the results of your most recent posts (including paid/organic reach, post clicks, reactions/comments/shares), and track the performance of other pages similar to yours to see what types of content they are posting.
Similarly, Twitter offers their own analytics breakdown. Once on your page, click on the circular logo, then click Analytics.
From there you can see the performance of your tweets, including top tweets, engagement with your tweets, and more.
Each platform provides its own insights, although some are far more complete than others.
Use a 3rd Party Social Media Analytics Tool
Looking for a tool to help you analyze social media analytics for multiple social media accounts in one central location? Check out Socdir Social Tools Directory for an amazing list of tools. Here are some tools that have free options (and paid upgrades).
To see a list of platform-specific tools, check out this comprehensive post by Keyhole.
What to Look for in Your Analytics
So how do we match up our analytics to our business goals? Here are some examples of what to look for:
If your aim is to drive more traffic to your website, you want to look at link clicks, URL shares, and conversions.
If your goal is to boost awareness, check reach, volume, exposure, mentions, and impressions.
If you are measuring engagement, look at replies, likes, retweets, post shares, and comments.
The metrics that matter most will depend on your specific goals. Overall, you want to see a steady increase in followers, fans, and page likes.
From there, look at individual posts from each social media channel. Which ones performed well? What types of posts were they? What times were they posted? This will give you insight into what your audience is most interested in for each of your accounts. The answers to these questions may vary greatly as each social media channel has a unique audience.
So now you have some tools to help you decipher your social media analytics. If you need help managing your social media marketing, we're here for you! CONTACT US ONLINE OR REQUEST A FREE QUOTE on our social media or content creation services to learn more.