So your business is on Social Media but what now? How do you know if it’s working? Aside from new fans or followers, which are important, there are so many statistics out there it can be daunting to know where to pay attention. The next step is learning the important metrics so you can make your social media endeavor successful and that’s what I’m going to cover today.
The first step is making sure the content is engaging. As a business it’s crucial that you post content that is tailored to your fan base. Overall these stats make up an engagement percentage but I want to delve into each and describe what they mean and how it will affect your business.
Likes, Comments, & Favorites : Across all platforms there is some kind of tool that allow users to show their appreciation for a post. For platforms like Facebook & Instagram, you have likes, on Twitter you have favorites. Both basically mean the same thing, simply they let the user tell you that they found this post interesting. Obviously the more you have the more you learn what your audience likes. Comments are even better in that your audience is starting a conversation with your page which in turn makes the page much more engaging.
Retweets, Repins, Regrams, & Shares
While we have likes, comments, and favorites. We also have these other 4 tools that allow the user to engage with your posts even more so than before. When people are retweeting or sharing your posts they love your content so much so in that not only do they want your following to see that they do but also their following as well. When your content is shared it opens you up to at least twice the social exposure you had before. As a business you need to know that your content is engaging, from these metrics you’ll easily find out.
Clicks apply when you are post some sort of link on your social platforms. Ideally you want to track how many people press on the link, especially if it’s to your website, and clicks does that. I will go more in depth about clicks later on when discuss Google Analytics but it’s an important statistic to know when looking into your engagement
Ok so your content is engaging but do you know how many people it’s reaching. Simply reach is the number of users that have seen your post. (Insert Link here: https://bit.ly/1BrJHiW). Since Facebook is the most popular platform I’ll break it down using that as an example There are actually three forms of reach, Organic, paid, and viral. Organic reach is the number of people who saw your posts without any paid advertising dollars towards it. Paid reach is the number of people who saw your post due to the fact that you either boosted or promoted the post. Lastly there is viral reach, which is sometimes forgotten. Viral reach is the number of people who saw your post from their Facebook friends. One can argue that your viral reach is most important since if your viral reach is high you know your fans are engaged in your content so much so that they are sharing it with their friends as well.
It can be easy to confuse Impressions with Reach, however these two metrics are a bit different. While reach measures how many people saw a post, impressions measure how many times your post was displayed. Like reach, impressions is broken down by organic, paid, and viral (https://bit.ly/1DVhjqD) Impressions are important because you need to know how many times your posts are being shown online. If it’s high then great but not there’s something wrong with your content and adjustments have to be made.
Businesses use social media for many things, but just like any marketing tool, they want to use it for leads and sales. Therefore there are some way to track leads that are very important for you to understand. In regards to bringing leads to your website, it’s all about using Google Analytics. (https://www.google.com/analytics/) Google analytics allows you track all the website traffic your receiving , whether it be from paid search, SEO, or social media, this platform is place to go to find out. Also, it’s important to set up goals, especially if it’s an ecommerce website. Whether it be contact forms, people going to your online shop, Google Analytics will tell you how they got there.
Now you say, ok great! But what if my customers call me instead of visit my website. No problem there is a solution! There is something we call a Social Tracking Phone Number. Companies like ResponseTap (https://bit.ly/1L0pXnG) give you the ability to set up a dummy phone number that you can list on social that is redirected to your regular phone line. Therefore giving you the ability to track the phone calls in from social media. Both tools are crucial for understanding the amount of leads and conversions you’re receiving from social media.
Have any questions or comments regarding the above. Please be sure to write them down below!