7 Important Social Media Metrics to Track
Social Media Metrics
From follower counts to post engagement percentages, the world of social media metrics can be confusing to wade into. The names of key metrics can vary from one channel to another, but we’ll cover the core measurements that you’ll want to stay on top of for your KPIs, goal setting and campaign tracking.
Important Social Media Metrics to Track:
Average Engagement Rate
It’s important that you know how many people are reacting to the digital content you post on social media and to do that, you need to track the engagement metrics. By tracking the engagement metrics, you will identify which content type drives more engagement and which doesn’t.
To say something meaningful about how many people like, share, or comment on your posts on average, you need to track your Average Engagement Rate.
Social share of voice
How many people are talking about your brand compared to your competitors?
Share of voice metrics gives you a definitive look into how much your brand dominates on a social network compared to your competitors. With the share of voice metrics, you will be able to tell how your brand stacks up against your industry competitors and what you can learn from your competitors’ successes on social.
Conversion Rate
Do you measure social media success based solely on how many people clicked “like” on your latest post?
Sure, it’s nice to know that your social media posts are getting a ton of engagement, but that’s not quite enough if your audience didn’t take action the way you wanted them to. In fact, to gauge the success of your social media campaigns, you need to measure the conversion rate, which tells you what percentage of your users convert into leads/sales.
Response Time
Customers are less patient these days, and they’re expecting a speedy response on social media. So, how do you know if your brand hit reply at lightning speed or if it took its own sweet time?
To clear that doubt, you need to measure your brand’s response time on social media.
Response time metrics help you measure the average time it takes your brand to respond to a post or a tweet on social media. By measuring your response time, not only do you help improve your social media response time (and get a fancy badge), you also make your customers happier.
Sentiment
How do your customers feel about your digital brand?
Happy? Unsatisfied? Neutral?
You can’t really tell based on a few likes and shares now, can you?
If you don’t have a tool in place, it will require some manual work to assess sentiment. That said, it might very well be worth the effort to take your audience’s temperature once in a while. It’s invaluable feedback for your social strategy, your product team, your sales department…
Brand mentions
In fact, brand mentions are references to your organization from articles, post captions, photo tags, service reviews, and more. These mentions provide honest feedback, objective insight, reputation management opportunities. And a better understanding of how your audience perceives your marketing brand.
You’ll receive a notification when your brand gets tagged in a post on most social media marketing platforms—these are called “direct mentions.”
Website Visits
Website visits tell you if your social media strategy is going the extra mile and attracting users to actively seek more information about your brand.
It’s very important to measure website visits so that you can identify where your social strategy fits in with your overall digital marketing efforts. Also, you can learn even more by looking at the amount of pages your social traffic visits, how long they spend on your site and more!