Social Media Metrics to Analyze
Do you know that it is extremely important to monitor how well your social media content connects with your audience?
What if you do not have much of an audience? What can you do to increase your brand’s visibility? How do you know what content works and what does not?
Social media metrics are critical in understanding the content your audience wants to engage with. You can analyze this data to create the right content to accelerate brand awareness, drive organic traffic, and convert leads.
What social media metrics should you review? How often should you monitor analytics? What are some platform-specific tips to drive more organic traffic your way?
This article dives into five of the most popular social media platforms to give you the tools to make memorable experiences for your audience.
Facebook Business Page
Facebook for Business, more recently known as Meta for Business, leverages the nearly three billion strong userbases who use the platform every day. There is no denying the platform’s popularity, which does not seem to shrink anytime soon.
What Facebook metrics should you review?
Facebook metrics, called Insights, show you all you need to know about your Page’s performance. You can view demographic data about the people viewing your content and how they interact with everything. You can also choose to see Insights from a specific range of time.
You should review all your Insights to gain a better understanding of what content you should produce. You should pay special attention to:
- Post Reach
- Post Engagements
- Page Followers
- Video Plays
What does the metric data provide?
Post Reach
This data measures how many people had your Page’s posts appear on their screen. Post Reach is an estimated number but it can give you a broad idea about how far your message travels.
Post Engagements
Ideally, you want people to do more than look at your posts. You want them to interact with them in some way. The Post Engagement metric shows you how many times people like, comment, and share your posts.
Page Followers
This metric shows you how many people follow your Page. You can also look at their demographics to better craft content that speaks to them. If your Page Follower count rarely rises, then you should delve into their demographics to find out why.
Video Plays
Videos can provide audiences with engaging experiences better than static text. This Insight measures how many times your Page's videos are played for at least 3 seconds.
How often should you review metrics?
Helpful Facebook for Business Links
- About Page Insights on Facebook: This page explains all of the Insights you can use to maximize your posts’ potential.
- Page Insights: This section offers detailed instructions on how you can view your Page’s metrics.
What are some tips to drive more organic traffic to your business?
- Facebook recommends having at least 100 Page followers to best use Page Insights.
- Learn which posts people prefer to interact with and create similar content. If they like videos, then make more videos. If they like pictures, give them more pictures.
- Find out when people engage the most with your posts. Schedule your posts to publish during those times.
Instagram Professional Account
Instagram allows its users to share photos and videos. Owned by Facebook, the platform has approximately two billion users. You can use an Instagram Professional Account to spread your brand awareness to users around the world.
What Instagram metrics should you review?
Instagram Insights are currently only available on the Instagram mobile app. However, if you use Instagram to promote your brand, you can use the app to track the following significant metrics:
- Accounts Reached
- Accounts Engaged
- Total Followers
What does the metric data provide?
Accounts Reached
Like with other social media platforms, reach indicates the number of people who have seen your content on-screen at least once.
Accounts Engaged
This measurement shows you how many people interacted with your content. Instagram engagements include likes, comments, saves, shares, and replies.
Page Followers
When your page has at least 100 followers, you can view Insights into this number as well as the locations of your followers, their ages, and the times they are most active on Instagram.
How often should you review metrics?
Several sources suggest checking Instagram Insights once a month. Insights are updated every twenty-four hours so you could check them daily if you want to aggressively boost your brand’s visibility.
Helpful Instagram for Business Links
- Instagram Business Tools: This section has all of the information you will need to get your Instagram Professional Account off the ground, including how to access all of the Insights.
- View Account Insights on Instagram: You can learn the basics on this page.
- View Insights on Your Instagram Stories:Instagram Stories are photos and videos that will disappear after twenty-four hours. This feature has grown popular since its inception. Using it could broaden your brand’s reach.
What are some tips to drive more organic traffic to your business?
- Try to publish some Instagram Stories. They can allow you to stay on top of your followers’ feeds and in their minds longer.
- Start a live broadcast on Instagram. Connecting with your followers in real-time can create a sense of urgency and a memorable experience.
- Post less. Instagram is a virtual flood of photos and videos. Posting higher-quality content at the times your followers are most active can be a wise strategy to remain fresh in their minds.
Twitter for Professionals
Twitter is a microblogging and social networking service that has connected nearly half a billion people since 2006.
Twitter for Professionals offers businesses across all industries the chance to highlight their content, products, and services on the platform at no cost.
What Twitter metrics should you review?
Twitter Analytics, while brief, can give you data to optimize your content so you can get better results. Some of the metrics you should focus on are:
- Profile Visits
- Mentions
- Tweet Engagements
- Top Tweets
What does the metric data provide?
Profile Visits
This metric tells you how many times your Twitter profile has been visited during the past twenty-eight days. You can use this number to adjust the type and frequency of your Tweets.
Mentions
You should want people to talk about you and your products. Twitter Mentions are Tweets that contain an account’s username. Knowing who’s talking about you can help you connect with more people who could be interested in your brand.
Tweet Engagements
In addition to wanting people to talk about your brand, you should want people to care about your content. Their interactions can show you what people care about most (or the least) so you can adapt your marketing content campaign.
Top Tweets
Looking at your most popular Tweets can show you what works for your brand. You can continue to provide similar content to maintain your brand’s momentum.
How often should you review metrics?
Twitter suggests checking Analytics at least once a week.
Helpful Twitter for Business Links
- Analytics: This comprehensive resource grants users access to their Analytics accounts, Tweet Activity Dashboard, and more.
- Conversion Tracking for Websites: This advanced feature lets you add website tags to your website's pages. The tags track your customers’ journeys from your Twitter page to your site.
What are some tips to drive more organic traffic to your business?
- Tweets have ultimate power on the platform. Use short tweets when possible. Tweets that contain statistics and quotes tend to garner the most attention. You can even mention other users, who might share your tweets.
- You should make your profile as inviting as possible. Publish suitable profile and cover pictures. You should also write a compelling bio.
- Don’t use too many hashtags. Tweets loaded with hashtags can appear spammy to discerning audiences. They might scroll past them.
LinkedIn Analytics
LinkedIn is one of the most popular social media platforms for job seekers and recruiters to connect. Brands can also use the platform to promote themselves.
What LinkedIn metrics should you review?
LinkedIn Analytics measures the performance of your page or posts. They offer different looks into your content from other platforms. The ones you should keep in mind are:
- Update Analytics
- Follower Analytics
- Visitor Analytics
- Post Analytics
What does the metric data provide?
Update Analytics
These metrics cover every component of LinkedIn Pages. From engagement rates to clicks, you can see how well each update performs.
Follower Analytics
These metrics include the number of followers your Page has, their demographics, and more. You can filter data by time range so you can see how the metrics have changed.
Visitor Analytics
Not everyone who visits your LinkedIn Page is a follower. You can use Visitor Analytics to discover how many users visit your Page, their demographics, and how many times they clicked specific buttons on your Page.
Post Analytics
You can see how well your articles and videos perform so you can customize your content creation strategy. This data includes the number of post views, minutes viewed (for videos), and more.
How often should you review metrics?
LinkedIn recommends reviewing Analytics weekly.
Helpful LinkedIn for Business Links
- LinkedIn Page Analytics: This page provides insights into every possible LinkedIn Analytic you can check.
- View Post Analytics for Your Content: Posts are just as important as your Page. Find out who regularly engages with your content.
What are some tips to drive more organic traffic to your business?
- Provide helpful content. If you help solve your audience’s problems, then they can find value in your content. They can then view you as an authority on the subject and follow you. Hopefully, they will share your content, which extends your reach.
- Post at least once a day. Frequent posting can keep your brand fresh in people’s minds.
- Mix up your content. Share new articles. Write original posts. Make a video. Variety can draw people into your ecosphere.
Google My Business Profile Insights
Google is practically ingrained into the planet’s consciousness. From information searching to emailing, Google has some of the deepest market penetration in history. It should go without saying that leveraging Google to further your business goals is necessary to keep up with your competition.
What Google metrics should you review?
Google My Business Insights show you how people find your business listing on the Internet. The most important metrics to review are those concerning:
- How customers find your listing
- Search queries
- Where customers find you on Google
What does the metric data provide?
How customers find your listing
Customers can find your listing in several ways. They can search directly for your business, your business’s category, a similar product or service you offer, or a similar brand.
Search queries
You can see the search terms people use on Google to find you. Additionally, you can see the number of people who request directions to our business (if applicable).
Where customers find you on Google
People can find you via Google Search or Google Maps. This Insight breaks down the percentages of views for each section.
How often should you review metrics?
Search query metrics can take up to five days to update. So while checking your Google My Business Profile Insights once a week sounds like a solid plan, you might want to check them every day, especially if your brand depends on selling items.
Helpful Google for Business Links
- Get started with insights: This guide thoroughly explains all of the data you can access
- Check your Business Profile performance & view Insights: This resource goes even deeper into the metrics that can help you steer your brand toward a larger audience.
What are some tips to drive more organic traffic to your business?
- Complete your Google Profile with as much information as possible. Help people find you so they can visit your website or physical location.
- Verify your location with Google. Verified locations tend to appear more in Google search results.
- Add images of your business. Pictures can tell people more about your brand than words sometimes can.
- Use SEO keywords inside your profile. Find out what relevant search terms are popular and naturally include them in your profile’s text.
Conclusion
Your social media campaign is only as strong as the content you produce. Social media metrics are vital tools to help you monitor your content’s performance. If your content is not getting attention, then you need to know as soon as possible so you can modify your approach. The sooner you connect better with your audience, the sooner you can drive views and revenue your way.
