When I first became the Social Media & PR Director at Trone Brand Energy five years ago, social media was still a channel that had a lot of potential, but no one was quite sure how to handle it. Brands weren’t sure if they should have an Instagram page or advertise on Facebook. We have learned a ton in recent years, to the point that many business goals can be achieved by developing the right social media strategy. My only caveat is that social media cannot prosper in a silo and no brand should rely on one channel alone to fulfill their business goals. I advocate for the omni-channel approach with an overarching content strategy.
For the purposes of this post, I want to highlight some basic social media metrics you must consider when defining your strategic direction. And, if you’re a beginner, social media metrics is the data you measure which will give you insights into your performance. Tell me more, you say?
Metrics that Matter
These are the people that have made a conscious decision to follow your social media page.
Do not confuse this with impressions. Reach is the number of unique visitors that have seen a specific piece of content from your social media page. (Impressions are the reach multiplied by the number of times an unique visitor may have seen the specific content.)
This is based on actions that viewers take. It could be a reaction (like), comment, share or click.
This could be a tag in a photo/video, brand name tag in copy or use of your hashtag.
Now, the aforementioned metrics are as basic as social media gets. Each platform provides even more insight into each one plus more, such as link clicks and video views. If you are looking for real ROI, be sure you have clear KPIs that align with with business goals. Then, be sure you have the right tools set up for measurement.
The potential is clear. Social media is a channel that cannot be ignored. Thus, it’s imperative you take a step back; define your goals, KPIs and content strategy. Then, measure, then analyze, then optimize and continue to test. Good luck on your way to success. It will be a fun, bumpy ride, but worth every bit of it.