What Analytics Should I Measure On Social Media?
What analytics to measure on social media is always a hot topic in our industry. Unfortunately, there are a few agencies out there that who send lovely, flowery reports to their clients every month in the hope that they will be ecstatic at the seemingly great results when in reality, they baffle them with charts in the hope that they don’t understand.
The fact is, most analytics on social media are just vanity metrics. Pointless figures that tell you nothing about what’s really happening across your social media platforms.
Truthfully, trying to figure out your ROI (return on investment) when it comes to social media is a minefield and it’s almost impossible to measure.
You never really know what leads are coming from social media unless it comes in as a direct message or you ask the question ‘where did you hear about us?’. Even then, it’s not conclusive.
For example, you could be at a networking event and a prospect makes a beeline for you. You think the lead comes from that event but in reality, they have been watching you on social media and already feel that they have a relationship with you. However, you will note them as a lead from networking, not from your online marketing.
Over the years, there has been too much emphasis on certain social media analytics, but these do nothing for your business and nothing for your confidence.
What are vanity metrics?
Let’s get this out of the way first. Page likes mean nothing! You could have 5000 likes but if only three are engaging with you, those likes are doing you no favours. You are far better off having 100 likes, a page full of followers who are genuinely interested in what you have to say than thousands of followers who aren’t.
Having a high reach is great but again, you need to ask what your engagement is doing. Are you reaching the right people? If your reach is high but engagement is low, this is a pointless metric to measure.
So, what analytics should you measure on social media? (heading 2)
There are a few things that can give you a great indication of how you’re performing and are worth watching. Let’s break it down;
At the top of your business page, you have an insights button. Click on it and it will bring up your social media analytics for the last 7 days. Use the drop-down to expand that to 28 days.
How are people responding to your page? If this is up, you’re creating content that your followers like. They are taking action on your page by either liking, sharing or commenting on your posts.
If your engagement is down, then you need to look deeper into what’s working and what’s not. We will talk about that in more detail later.
Most popular posts.
Scroll down the page and you will see a list of your recent posts. Expand it so you can see the full month. This gives you a great insight into the type of posts that are getting good engagement. Pay attention to this and replicate what’s working well.
Keep an eye on your competitors
At the bottom of your insights page, you can follow your competitors without them knowing. I’m not a huge advocate of worrying about what competitors are doing but this is a great metric to look at in terms of how your page is performing compared to theirs.
The picture below emphasises the importance of focussing on the right analytics. You can see that the third company down has 2.4k likes compared to ours at 332. They have put out 28 posts this week and had 205 engagements. We have put out 3 posts and had 1.3k engagements.
The only other competitor who is getting similar results is the first one listed. He’s had 752 engagements across 2 posts, but he also has 11.9k followers so, in reality, it’s not that great!
If you have a group connected to your Facebook business page, group insights can really help you to improve the quality of it.
Once you hit 50 members, you will have access to these social media analytics.
Groups are extremely useful both in promoting your business on Facebook and also building a community of potential clients.
Inside the group, you will find ‘group insights’ on the left-hand side of the page (on the desktop). On a mobile, you will have a shield at the top of the group.
Keep an eye on engagements and top performers. Encourage the group to engage by rewarding those who do. If you encourage your members to engage with each other, it’s half the battle won!
Twitter impressions are the number of times a tweet shows up in your followers’ timeline. That means every time it appears; it counts as an impression. Having thousands of impressions is great but it doesn’t mean your followers have actually seen your tweets.
Twitter is fast-paced and some of your tweets will inevitably be missed but the higher your impressions, the more likely it is that your tweets are being seen by more people.
You want people to see your profile. Your profile visits are one to watch because it means that for some reason, you have come to people’s attention. It could be that someone has mentioned you or you’ve been retweeted but it’s good to have visitors to your page. The key is to keep them and encourage them to follow you.
Top tweet & top mention
These are great analytics to measure because they show you what your followers like. Your top tweet shows your most popular recent tweet and top mention shows the engagement level on tweets that have mentioned you.
Your engagement rate is possibly the most important analytic to measure on Twitter. Ideally, you should be aiming for a rate of 0.7%+, This shows that your followers have a high interest in your posts.
Who’s looking at you?
To see who’s looking at your profile, go into your profile and scroll down to ‘Your Dashboard’.
You will see three different analytics;
- Who’s viewed your profile
- Article or posts views
- Search appearances.
I’d recommend keeping an eye on how many people are viewing your profile. If you click on the number, it will tell you whether your analytics have increased or decreased since last week and it’s measured over a rolling 90 period.
The more people viewing your profile, the better. You are attracting attention, appearing in searches and people are making a decision whether or not to connect with you.
This is quite possibly the most important metric to measure on LinkedIn. When you click into it, it will break the metrics down into three sections;
- The companies that have looked at you
- The seniority of the people who work for those companies
- Keywords used to search for you.
The first two are great because it means you can then start following those companies and their employees and start to build a relationship with them but most important, is your keywords.
If you do not have this metric, you are not being searched.
If your keywords aren’t relevant or they don’t appear at all, something isn’t working.
If a LinkedIn user is looking for a particular product or service, they will use the search bar to find relevant people or companies. You need to make sure you have as many keywords or key phrases as possible throughout your profile and your activity on LinkedIn represents what you do.
Optimising your profile is essential if you want to get searched by the right people.
Then there’s your SSI (Social Selling Index) but that’s a whole other blog!
Ultimately, when it comes to What analytics should you measure on Social Media, the proof is really in the pudding.
It’s more important to focus on the relationships you are building than the analytics but the metrics we have talked about today will help keep you on track.
You know where we are if you need us!