If you’re a business owner who’s looking to build your brand and create a presence on the web, chances are you’ve already set up your social media accounts. However, it can be pretty challenging to monitor your progress on there, especially if you’re just starting out and using multiple platforms to promote your business.
Add the fact that knowing which metric to monitor can be difficult in and of itself. The good news is that a lot of industry leaders have already provided comprehensive guides about social media metrics. But sifting through them can still be a pain for anyone who’s still new to social media marketing.
In this piece, we’ll try to break down what metrics you should be paying close attention to and why it’s imperative for you to collect data on these categories. Also, we’ll be focusing mostly on Facebook since this is one of the biggest players in the game and provides extensive data on various categories.
Engagement simply means the number of times people have engaged with your content. That includes clicking the link, leaving a comment, sharing your post, or dropping a quick reaction.
There are two ways to find this metric. First is through Facebook Insights.
The second is using a third party Facebook analytics tool like Sprout. As a beginner, however, you might want to stick with Facebook Insight for now.
A higher engagement rate means that the particular post will be promoted by Facebook to your followers as it’s signalling to the algorithm that it’s popular. It’s also important to note that the engagement rate can be divided into sub-categories.
For a more detailed explanation, try this article. It’ll give you a solid idea of how to properly calculate various engagement metrics to give you a clearer picture of what your data is showing you. Also, here are helpful ways to calculate your Twitter Engagement Rate and your Instagram Engagement Rate.
Reach can be found on the left-hand side of the Insight page, between Likes and Page Views. In a nutshell, reach is the number of times your posts are shown on the screen of a unique user.
So let’s say a unique user saw your post twice in one day. That user will only be counted as one. The same goes when you’re calculating for a 7-day or 28-day interval.
There are also two different types of reach:
These two are also divided into three different sub-categories:
Understanding reach is significant as this will give you a solid idea of how your posts are reaching people on Facebook and what sort of content your audience is responding to. Try to analyze this data to tailor your Facebook ad strategy until you find a formula that balances organic, viral, and paid reach. For a more in-depth explanation about this metric, try reading this post from Maxwell Gollin.
Although likes are considered a vanity metric, it’s still a good idea to monitor it as it gives you an idea of how much your community is growing over time. The Likes tab is found on the Insight page just between Followers and Reach metric.
If you’re seeing that your audience growth has remained stagnant for months, it can mean several things. One of the possible reasons is that your posts aren’t resonating well with your target audience, meaning that your content needs improvement.
To remedy this, try to observe what your competition is doing and take inspiration from what they’re posting. This doesn’t mean you’re going to copy what they’re publishing.
What it means is that you should consume your competitor’s content with the intent of finding angles that you can expand. You can also look for ideas that are relevant to a certain topic that’s not widely covered by the competition. The idea is to spice up your content to increase your authority and attract more followers.
Action on Page is another metric that provides valuable insight depending on what type of business you’re running. Under this metric are four categories:
Now, if you’re an online business, you’re probably more concerned about people clicking on your site. But if you’re a local business, your priority is people getting directions to your place or acquiring your contact information.
Understanding these metrics should be a requirement for anyone who is looking to build a presence on social media. And while it can be tough to learn all of them from the start, you’ll eventually become adept at it as you continue to grow your knowledge. Just ensure that you’re always collecting valuable data and comparing it to previous information, then tweaking your approach depending on your findings.