Any social media strategy needs to be properly measured for its salt. Yet you’d be surprised how many marketers don’t think to look past the data found on the ‘Overview’ tab.
While no one would argue the importance of keeping track of these stats (which is why they’re right up front), there’s more valuable intelligence to be gleaned by diving deeper.
Let’s look at the top platforms and find out the best social media metrics you should be tracking for each to increase brand awareness and improve social media ROI.
Facebook Metrics – The Basics
Facebook (owned by parent company Meta) is still the most popular social media network according to Statista, despite competition from newcomer TikTok and second-placed YouTube. For businesses, Facebook offers many advertising options that are highly targeted and have a wide reach. So how would you utilize Facebook analytics to grow and engage?
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Facebook – Engagement
Engagement measures the number of times people have acted on your post. Activities incorporate clicks, shares, comments, or responses.
This is a valuable metric to check how much your audience enjoys your content. Learning the types of posts that people engage with will help inform your content strategy. Better engagement also helps your post reach more of your followers’ news feeds.
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Facebook – Reach
Reach demonstrates the number of people who have seen your post. Changes to Facebook’s algorithm have made it harder to view messages organically. So, even if a business has a large number of followers on Facebook, it doesn’t mean that its posts will be seen by many of them.
You can access topline reach information on the ‘Overview’ tab of your Facebook Insights page and more detail in the ‘Reach’ tab. This is a useful metric that helps show the number of individual people who viewed your campaign or content.
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Facebook – Impressions
While reach is the number of people who have seen your post, impressions are the number of times your post has been viewed. If an individual views a post on three different occasions, that individual represents an increase of one in reach data and an increase of three in impression data.
To view impression data, go to the ‘Posts’ tab and select ‘Impressions: Organic/Paid’ from the drop-down menu. This metric allows you to understand how often your ad was shown.
If you divide your impressions by your reach, you’ll get your frequency metric, which is the average number of times a person saw your ad. This can be helpful when trying to determine ad recall or brand growth.
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Facebook – Page Likes and Followers
Facebook likes and followers are important audience measurements. Likes are people who have identified themselves as fans of your page, while followers have expressed a desire to see your pages’ posts on their news feeds (although the algorithm doesn’t guarantee that they will). will do).
It’s important to keep track of your audience size to make sure you’re not losing more fans than you’re gaining.
Twitter Metrics – The Basics
Despite ongoing changes to Twitter, it’s a platform that has a lot to offer marketers and brands. Its real-time nature means hashtags can trend quickly and companies can leverage tweets to increase brand awareness and increase engagement. Let’s look at metrics for using Twitter Analytics.
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Twitter – Tweet impressions
This metric is the number of times a tweet was shown, either on your followers’ timelines, as a result of likes, or in search. This data can be found in your Twitter Analytics by selecting ‘View Tweet Activity’ and can help show how your content or campaign has been delivered to an audience outside of your follower list.
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Twitter – Engagement
On Twitter, engagement is any action a user takes on your Tweet, including clicking a link, retweeting, replying, and liking. This measure indicates whether or not your tweet inspired someone to learn more or share it with others. You will find the engagement data under the ‘Tweet’ tab. High engagement is a good sign that people like or want to interact with your content.
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Twitter – Top Tweet
On the account landing page in Twitter Analytics, you’ll track down the top tweet for the ongoing month. This is the tweet that received the most impressions and includes the top card tweet (includes a card) and the top media tweet (includes a photo or video). This is an important indicator of what works well with your audience, whether it’s the type of content, the hashtag used, the day and time of the tweet, or a combination of some or these elements.
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Twitter – New followers
‘New Followers’ is the number of new people who have chosen to follow your Twitter account over the past month. Choosing to become a follower shows a greater connection to your brand than a retweet or a like. This is a useful key performance indicator (KPI) for your brand’s overall performance in growing your audience.
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Twitter – Top Followers
A top follower is the follower with the highest number of followers following you in the last month. Your top followers are those who have the best ability to reach others by liking or retweeting your tweets.
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Twitter – Top Mention
This is the tweet wherein you were labeled utilizing your @handle with the most impressions. Users behind your top tweets are often good candidates for potential influencer marketing campaigns because they have a significant following and are engaged with your brand.
Instagram Metrics – The Basics
More than two billion people use Instagram once a month, making it the fourth most popular social app worldwide, according to Business of Apps. With a renewed focus on video formats, Instagram can be an effective platform for brands looking to boost brand awareness and engagement, especially among the over-35 crowd. Let’s look at the top metrics to monitor using Instagram Analytics.
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Instagram – Impressions
This is the times your post was displayed to your audience. Instagram Analytics breaks this data down further by showing impressions from hashtags, home or profile. Good use of hashtags will help improve the impressions of your post.
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Instagram – Reach out.
Another key metric to measure campaign or post performance on Instagram is reach. This alludes to the quantity of individual users or unique accounts that saw your post.
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Instagram – Content interactions
It looks at the actions people take when they engage with your content, including likes, comments, shares, saves and replies. This is the absolute number of user activities taken straightforwardly on your post.
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Instagram – Explore.
Instagram’s Explore feature allows users to find new, relevant content from accounts they’re not currently following. It works based on Instagram’s algorithm curating content that interacts with similar accounts or content and includes photos, videos, reels and stories. Instagram Insights will show the quantity of clients arrived at through this feature who are not presently following you.
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Instagram – Accounts reached and accounts engaged.
These measurements show engagement with your feed and posts. Account reach is the number of unique accounts that have viewed your content at least once and includes social media demographics such as top countries, top cities, top age ranges, and gender.
Connected Accounts alludes to the quantity of unique accounts that have collaborated with your content and gives a breakdown of each (as above).
So, want to know more about Best Social Media Metrics? Contact us at support@sunnydayconsulting.com or check our website at www.sunnydayconsulting.com!
