Having a social media presence can be fun, but you want to use it professionally, and this means you need to review and analyse what you do and achieve on social media. There are many metrics involved with social media platforms, and know what metrics matter for your content helps you achieve better outcomes.
We take a look at some of the leading metrics you need to know about.
It stands to reason that Engagement is a very important metric for you to remain on top of with your social media accounts. Engagement includes:
- Replies to posts
Depending on the platform you use, there are also specialist forms of engagement such as “Pinned” posts which feature on Pinterest and “Saved” posts which appear on Instagram.
While these metrics are sometimes referred to as vanity metrics, because by themselves they don’t necessarily mean you are driving traffic to your business, it is helpful to have a social media platform that people know, and interact with.
If the clicks represent people moving from social media to your website, this is positive, and the more clicks you have, the better your social media activity is working. You then have to check if these clicks are being transformed into sales or people taking action, but it is better to have clicks than no clicks at all.
As for the rest of the engagement factors, if you see there is correlation between people engaging your post and sales or action, it is a good thing. If you have a lot of engagement, but no sales, you will likely find there is something missing or that there is a disconnect which prevents people from becoming a customer.
Reach relates to the number of people who see your content or profile. Obviously, the more people who see you, the more chances you have of being found by potential customers, so improving your reach is an important factor.
However, there is no point in improving your reach for the sake of having more numbers know about you, if these new followers or viewers have no intention of buying from. If you are paying to increase your reach, and it isn’t targeted to your audience, you are wasting money.
As with engagement, on the surface, increasing your reach is of benefit, but only if it connects you with the right people, and you have a mechanism in place that turns this reach into clients and customers.
There is often a race to get as many followers as possible, and again, it stands to reason that the more followers you have, the more chances you have of making sales.
However, if people follow you for your content without wanting to buy from you, this isn’t great. You might pick up some sales through recommendations, or having more followers might provide you with a degree of respectability that encourages others to trust you, but generally, a high number of followers who have no intention of buying from you isn’t great.
This is why you shouldn’t waste your money buying followers. As mentioned above, having more followers sometimes boosts your credibility to prospective clients. Generally, having followers who aren’t interested in you or who don’t engage is of no benefit.
You will also find savvy people will have doubts about an account who has a high follower count but who has a small level of engagement.
In this respect, looking at more than one metric provides you with insight into how you are performing on social media. If you have a lot of followers, you should have engagement numbers that are in line with a high volume of followers.
Impressions relates to the number of times a post or your page is seen. This is separate from the number of people who click or engage with you, so like the followers metric, it is helpful to review the Impressions section alongside other metrics.
If you have a large number of impressions but a small number of clicks or likes, it suggests people aren’t interested in your content. Conversely, while you might be worried about a small number of clicks or likes, if you have a small Impressions number, this indicates your content works when people see it.
If the proportion of clicks or likes compared to Impressions is a high percentage, it suggests your content performs well when seen, and this might indicate it is worth paying for advertising, or you should create more content.
Video content is essential on all social platforms these days, and the more views you get on video, the better. Some platforms allow you to review how long a video was watched for or when people clicked away from the video. If you have a lot of views, but everyone clicks off before three or ten seconds, your content isn’t compelling enough.
It is not enough to just create video content, you need to offer video content that people enjoy and which they want to watch, like and share. Reviewing the analytics behind your video content provides you with an excellent chance to analyse what works and what doesn’t work for you, which should ensure you make better videos.
Other metrics you should consider when evaluating your social media presence include:
- Profile visits – It’s helpful to know the number of people who have opened or landed on your social media page, and you should compare this with metrics such as followers, clicks or likes
- Mentions – If your social media platform allows people to mention your page or account, it will show up here. This is useful information because it shows you when you are being talked about. Whether it is good or bad, you should know what people say about you, and this allows you to stay informed with public opinion of your brand, products or service
- Tags – Similarly, if your audience tags your company name, account or hashtags on social media, you should be aware of this
- Reposts – One of the most effective ways to grow awareness of what you do is to have your audience repost your content, allowing their friends and followers to see it.
- Shares – Similarly, if people are sharing your content to other people, you want to see the volume of shares, and who your content is being shared with
Are there in-built analytical tools on social media platforms?
Yes, given the importance of analysing what you do, it is no surprise that the leading social platforms offer tools that help you analyse how your account and posts are performing. Facebook, Instagram and Twitter all have good analytical tools which should allow you to review how you are performing.
Of course, this is also a service we offer, so if you are keen to know what works, what doesn’t, and how you can do more of what works, we are here to assist you.
At Agent Content, we appreciate businesses are looking for ways to connect and communicate with customers in a fast-moving and changing world. We can help you connect with potential customers, and make sure you are seen as the company that meets and exceeds the expectations of your customers.
If you want to engage your audience and ensure you use social media platforms to their full potential, contact Agent Content today.