Measuring Social Media

It’s easy to get wrapped up in the habit of pushing out social media content without actually measuring how well it’s performing. But how do you know that you’re producing relevant, engaging content for your audience if you’re not monitoring it?

Like any measurement, it’s important to do so to make sure that the time and effort you’re putting in is effective, and that you can plan future posts based on what has worked in the past.

With social media, it’s key to remember that each channel has slightly different metrics but generally, there’s a common theme running through them that means you can compare which channels are working better than others, and give you an overview to how well your social media is performing as a whole.

Depending on how much content your producing on your social channels, you can report as frequently as needed. As a minimum, aim to measure your social activity on a monthly basis, but more often if your posting multiple times a day.

Below are some key metrics that you should be measuring…

Number of posts 

Make sure to note how much content has been posted within your reporting period. Remember, it’s better to post fewer engaging posts than spamming your audience with irrelevant content.

Total and new followers / page likes

How many new followers or page likes have you gained within that time period and what is your overall total?

Facebook login screen on mobile phone

Unlikes/follows

Not all channels allow you to see whether people have unfollowed your brand, but report on it if they do. We obviously don’t want to see too many of these, but they happen, so try and think about what might have encourage these during that time.

Impressions (organic and paid) / reach

How many users have seen your content? Whilst we want as many people to see it as possible, they also need to be relevant to your brand.

Profile / page visits

How many people have clicked through to view your page of profile on the back of seeing your post? This shows that something about that content has caught their interest and they’d like to know more about you. If there’s a certain type of content that seems to produce this reaction, look to do more of these to encourage users to engage with your brand.

Total interactions (comments, likes, shares)

How many times have users interacted with your posts? It’s important for users to engage with your posts as well as just seeing them

Mentions

How many users mentioned your brand in their own content? Make sure you report on both positive and negative posts here to give a true picture of what people are saying about you

Engagement rate

This can be calculated by dividing the number of total engagements on your posts throughout a period of time, versus the number of users that have seen that content (impressions)

Follower profiles

This is important to paint a picture of the type of users that are following your profile. Are they in line with your target audience? You can also use this information to help target similar users if you’re promoting posts.

  • Age
  • Gender
  • Location
  • Interests
  • Job functions / seniority

Top performing content

Show the best 3 performing pieces of content for that time period based on engagements, engagement rate and follows. This will help you plan further effective activity

Paid activity

Make sure you report separately on any paid activity you’ve run so that you can effectively see how well this performed

  • Impressions
  • Link clicks
  • CTR – click through rate – How many people have clicked through to the link vs how many people have seen the post
  • Spend – How much money was put behind this post?
  • CPM – Cost spent per 1000 impressions gained
  • Interactions
  • New followers / page likes

Happy measuring!

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