As part of your social media marketing strategy you need to be monitoring and measuring the results of your activity.

To make informed decisions and to plan for future social media marketing activity, you need to know what is working and possibly more importantly what is not working.

There are third party software, apps and management tools that provide you with social media analytics and reporting, but most of the main channels also provide excellent data.

The amount of data that is provided can be over whelming. It’s important to focus on the key metrics. These are the elements that will help to shape and improve your social media marketing strategy in the future.

To help improve your social media marketing strategy, here’s how the key metrics work on the main social media channels –

Facebook

Facebook calls metrics ‘Insights’. ‘Insights’ on Facebook are very comprehensive.

The main area of focus should be on the ‘Page Summary’. ‘Page Summary’ includes metrics on –

Actions on a Page
Page Views
Page Previews
Page Likes
Reach
Post Engagements
Videos
Page Followers

These are key metrics for most businesses. I recommend focusing on ‘Reach’. ‘Reach’ is the total number of users who’ve viewed a post.

On Facebook you can also quickly access comprehensive ‘Insights’ for your last 5 posts.

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Twitter

Metics on Twitter are known as ‘Analytics’.

The ‘Analytics’ break down into these sections –

Tweets
Top Tweets
Tweets and replies
Promoted

For each section, metrics are provided for –

Impressions
Engagements
Engagement Rate

Engagement rate is the total number of Engagements / the total number of Impressions

Engagements then breaks down into –

Link Clicks
Retweets
Likes
Replies

I recommend focussing on ‘Impressions’. ‘Impressions’ are the total number of people who’ve viewed a tweet.

Instagram

Instagram provides basic data for every one of your posts. There are lots of third party options that provide more detailed Instagram metrics.

On Instagram I recommend focusing on a selection of the following key metrics –

New Followers
Likes
Comments Received
Most Engaged Hashtags
Engagements per Follower
Click throughs – to your website or blog.

‘Engagements per Follower’ is a key metric that I recommend focussing on. This metric will give you an idea on how engaged and therefore how relevant your audience are.

Pinterest

Pinterest Analytics are broken down into 4 areas –

Site Metrics
Most Recent
Most Repinned
Most Clicked

I recommend focusing on these key Pinterest metrics –

Most Popular Pins
Pins and Repins From Your Website
Overall Reach
Click throughs – to your website or blog.

Pinterest is a great platform for driving website traffic that converts. On Pinterest I recommend focussing on the number of click throughs to your website or blog.

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I recommend recording and analysing the data in a simple spreadsheet –

The top rows should include the social media channels that you’re active on along with the key metrics for each channel.

The first column should include aims, objectives or targets. As part of your social media marketing strategy it’s important to set relevant goals. These goals will help you to benchmark your achievements.

Data should then be added to the spreadsheet on a regular basis. Depending on your strategy, this could be weekly, monthly or quarterly.

Analysing this data will quickly enable you to see what is working well and also what is working not so well. This knowledge will enable you to adapt and improve your social media marketing strategy in the future.

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