The last thing you want to do when working on a social media campaign is fumbling around with data. Marketers need something simple and easy to understand. The following metrics will help keep track of our partner’s campaign performance across all social platforms.
Impressions are the number of times your social media posts are displayed.
Now, there are two types of impressions that we should be aware of:
- Total Impressions: The total number of times your post has been seen (for example, if you post a photo on Instagram and one person views it and then another person views it, this counts as two total impressions).
- Unique Impressions: Unique refers to how many different people viewed the same post multiple times. This metric is important because each time someone sees something again, they’re more likely to remember it and engage with it in some way (like commenting or liking), which leads us to our next metric…
Reach is the number of people who see your post. It is calculated by dividing the number of impressions by the number of people who saw the post. Reach is an important metric to track because it tells us how many people actually saw our post and not just how many times it was potentially exposed to them.
Engagement is the number of likes, comments, and shares you get. Engagement is the most important social media metric. If you want to see how your campaign performs, focus on engagement. It’s the only metric that matters because it shows that people are engaging with your content online.
The amount of times your content gets shared on social media is a good indicator of how well your content is resonating with your audience. Shares are one of the most important metrics to watch because they indicate that people have connected with your brand and can help get other people interested in what you do as well.
In addition to shares, you should also measure how many clicks and comments are generated from each post—this will give you more insight into which types of content work best for engaging with followers and encouraging them to engage further with the posts themselves.
Clicks are an important metric for measuring the performance of your social media campaigns.
Clicks indicate that people are interested in what you have to say and/or offer.
That’s why clicks are a good indicator of campaign success: if people click on your ads or content, it means that they’re interested in what you’re selling.
The most useful metrics are impressions, reach, engagement, shares, and clicks, but this is not to say that we don’t keep our eye out on others such as share of voice, referrals, conversions, and response rate and time. Knowing how to combine & tailor these in accordance with the campaign’s specific goals is what we excel at and frankly what makes us so good at what we do. Our strategies give us a 360º view that in turn allows us to make adjustments as our partner’s needs grow and change over time and more nuanced metrics come into place.
So, what can you do with all this info? The first step is to create a performance dashboard that shows you key metrics for each social channel. Now that you’ve got all the data in one place, it’s easy to see which channels are performing well and which ones need attention. This will help identify the best time of day or week for posting on each platform based on your audience demographics so they see more relevant content when they browse their feeds at home or work!
What social metrics do you consider key to your current strategy? How do you prefer to track them over the course of your campaigns?
Need some inspo? We’ve got you covered!