What is the goal of your social media analytics? If you are not sure, it might be time to take a step back and think about what metrics should be important for your business. It’s easy to get caught up in vanity metrics like the number of followers or likes on Instagram, but those numbers don’t matter if they aren’t helping you reach your goals.
This article will explore five different metrics that can help match your social media analytics to your company’s goals.
Reach is one of the most important metrics for businesses to track. It measures how many people saw your post. This metric can be tracked on social media platforms, and it is important to monitor because it tells you how successful your marketing efforts are. If you are not reaching your target audience, you need to rethink your strategy.
Facebook Page Insights offers a great way to measure reach. Under the “reach” tab, Facebook will show you how many people saw your post organically and through paid promotion. You can also see information about who saw your post, including gender, age, and location. This data can help you tailor your content to be more appealing to your target audience.
Engagement is another important metric to track. It measures how many people interacted with your post. This could be through likes, comments, shares, or clicks. Engagement tells you how successful your content is and if it is resonating with your audience.
If a post receives a lot of engagement, it means that people are interested in what you have to say, and they are more likely to take action like, share, or click. You can track engagement on social media platforms as well as websites. The report will show you the source of each interaction so that you can better understand which channels are driving traffic to your website.
Amplification is a metric that measures how many times your post was shared. This can be measured on social media platforms and in Google Analytics. If you are interested in this type of data, it’s important to set up goals within social media analytics to have something specific to measure against.
Suppose there isn’t an established business goal around sharing content via social media channels like Facebook or Twitter. In that case, amplification shouldn’t impact marketing efforts until they have measurable results tied back into their top-line business objectives.
Traffic is a metric that can be measured in website analytics programs like Google Analytics. It measures how many people visited your website due to clicking on a link from one of your social media posts. This data can help you understand which social media channels drive the most traffic to your site.
You can also use this data to determine where your visitors are coming from. If you see that a lot of traffic is coming from Twitter, but very few people are visiting your website from Facebook, you might need to rethink your strategy on which platform you should focus more time and energy on.
5. Bounce Rate
Bounce rate is a metric that measures how many people left your website after visiting only one page. This can be tracked in Google Analytics. If you see that the bounce rate for your website is high, then it means that people are not finding what they are looking for on your site and are leaving right away.
You can use this data to improve your website by adding more relevant content or making the layout easier to navigate. You might also want to consider using targeted ads on social media platforms to drive traffic to specific pages on your website.
NetbaseQuid is the leading social media analytics company, providing brands and agencies with insights that help them make better decisions about engaging with their customers.