Wondering if your social media efforts are working? There are many social media metrics that you can follow but some of them help you understand if your marketing efforts are fruitful.
Firstly, take a look at your sentiment ratios. In other words, is the conversation skewing positive, negative, or neutral when it comes to your brand? To do this, you can use a counting tool or you can go through and count manually. No matter how you do it, it’s always good to trend how positive and negative conversations are going and if you’re responding accordingly.
Forward, always pay attention to your engagement levels. For example, how many retweets, comments, likes and shares are you getting with your retweets, comments, likes and shares are you getting with your content? This is really important because you can see how people are interacting with your content which will help you identify your most popular topics.
Always take a look at referral traffic, specifically coming from social media channels. You can gauge this through your analytics tools such as Google Analytics, and when you do, you’ll be able to see the trending month over month, or week over week, and get an idea of how much traffic is coming directly to your site from your social efforts.
Moreover, take a look at reach. With Facebook Insights, this is something that you can get right from that tool, but in general, you want to see how far your content or your social media mentions are going. In other words, you want to know how many impressions are coming to the specific pieces of content you’re sharing through social media.
Lastly, you’ll want to take a look at your community size. While engagement, reach and virality are important, you always need to make sure that you’re adding followers and adding likes to your social profiles. Keep these metrics in mind as a barometer to gauge the health of your social media campaigns. If you want to learn more about how customer perceives the journey on social media, read my latest article here.