One of the most important parts of social media marketing is making sure your efforts are successful in helping you meet your goals. To determine this, you will need to keep track of all your posts - on every platform you use. Reviewing and managing these are referred to as:
Social Media Metrics
These metrics include data about your level of engagement, follows, likes, shares, and all other interactions on each platform. Here are the top ten metrics for you to track.
| Engagement | This includes clicks, likes, comments, and replies to your social media posts. You will also find platform-specific types of engagement such as "Saved" posts on Instagram and "Pinned" posts on Pinterest. |
| Followers | The number of people you have on your profile who have clicked your "Follow" button and see your content in their feeds regularly. |
| Reach | The number of people who have seen any content associated with your page or profile. |
| Impressions | The number of times a post from your profile or page is seen, whether or not clicked on. This is often what happens when someone is scrolling through their newsfeed, but not clicking on anything. |
| Video Views | On any social media that has video capabilities, the number of views each gets. |
| Profile Visits | The number of people who have opened your social media page. |
| Mentions | The number of times your profile has been mentioned by audience members in their posts. |
| Tags | When your audience adds the name of your company's profile or your hashtag to another post. |
| Reposts | When a member of your audience posts a piece of your content on their profile. |
| Shares | The posts your followers and audience take from your profile and share with their network. |
Knowing the metrics can help you influence how well your social media marketing does. By using the same tactics as we discussed in Generating Leads and Boost Conversion, you can increase each of your metrics. It is a lot of work to analysis, but we also have tools to help us do this also.
Measuring Metrics
Social media metrics can be viewed in a variety of ways, For example, you can use the analytics tools built into the various platforms you use, such as:
Or you might also choose to use an analytics and tracking tool such as Google Analytics. This is a great option if you want to track your social media and website metrics. Finally, many social media scheduling solutions — reviewed earlier — have monitoring and tracking features automatically built in. All of these metrics tracking tools will help you better understand what your followers and audience respond well to and what you should consider changing to improve engagement.