You’ve had your social media profiles set up for a while. You run campaigns, are participating in chats, maybe you have even begun delving into paid social. But how do you what’s working and what isn’t? Are you looking at analytics? Tracking metrics? It’s easy to fall into rabbit holes of looking at numbers and making spreadsheets, but do you know you’re looking at the RIGHT metrics?
What is right for one person might not be at all relevant to another. That’s why it’s always SO important to tie your metrics back to your original goals. However, I believe there are certain metrics that anyone can use that will help your small business. These are just a few that I always keep tabs on.
- Follower Growth: Your total count of fans, followers and likes show how many people are interested in your business, and want to see what you post. If you are consistently growing your followers, that’s a great (but VERY early and small, as far as what counts goes) way to show that you’re doing something right. People come back and to your page, tell others to follow you and grow your growth when you are consistently posting things that are interesting to those that like your pages.
- Likes and Shares: When you know what your audience wants to know more about, that then informs your posts and makes it easy to set up an editorial calendar full of ideas for new posts. The more shares a post gets, the more you know you have shared something that resonates on a personal level with your audience. Similarly, when certain posts are NOT getting any likes or shares, you know what your audience wants to see less of.
- Referral Traffic: Ultimately, people will find out much more about your business on your website, than on social media pages. How well are you able to get people to move from one site to your website? You will want to track your referral traffic from social media to see where people are prior to visiting your website. When one site is underperforming, you might want to add a new call-to-action on that social site, or switch up the content you are sharing there.
- Engagement: To me, this is the most important. I believe that people buy from people they trust, and people they feel are like themselves. The best way to get people to know you and your business is by engaging with them! Are you monitoring mentions of your brand and joining those conversations? Are you also delving a bit deeper to see what keywords having to do with your product or service are most discussed, then also jumping in there? If you’re not, now is a great time to start! I also love to be able to simply reply to people talking about my brand. A little acknowledgement goes a LONG way.
- Share of voice: Mentions are great, but they don’t give you a full picture of current and potential opportunities. When you track share of voice, you can see how your mentions compare to those of your competitors. Are you the thought leader in your particular industry, or is your competitor? Are they posting content that is getting more engagement? Tracking share of voice is a great way to see what truly resonates with your audience and where they’re going most, to get their information.
The more you can learn about your audience, their habits and what they are interested in, the better able you will be to create personalized content for them! Keep in mind, this is just a start. There are more metrics to regularly check if you truly want to grow your business via social media. What metrics do YOU regularly monitor?
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