3 ways to measure social media success
There are so many different ways to measure analytics these days, especially for social media outlets. Facebook alone gives you enough numbers to make your head spin, and to be completely honest, the average bear doesn’t need 95% of them.
Being in the resume-for-you.com industry, I’m often asked by others how to track their social media success. To measure whether or not you are reaching specific goals, these strategies may need to be adjusted accordingly, but if you just want to measure overall success – here are the top three analytics worth tracking and how you can find them on Facebook, Twitter and Instagram.
- Number of Followers
This one should be self-explanatory, however each channel has their own terminology to describe the number of people who have expressed interest and are requesting news and updates from your page to be shown in their newsfeed.
- Facebook – Track the number of “people who like this page,” found on your brand page.
- Twitter and Instagram – Document the number of “followers,” found on your homepage.
- User Engagement
I would define user engagement slightly different for each channel, but overall it’s the total of how many social media users that have interacted with your page. See below for each channel and how to calculate each.
- Facebook – Here at Full Circle PR, we define Facebook engagement as the number of users who “like,” comment, share or “click on” a post. Now Facebook gives you all of these analytics on the post for you, but you can also visit the “Insights” tab on your brand page, click on the “posts” tab and click on each posts to see the totals for each. There will be a number for the total likes, comments and shares and number for the post clicks. I add a these numbers together for every post in a select time frame to calculate the total “user engagement.”
- Twitter – We define engagement for Twitter as the number of users who “retweet,” favorite or click on a link within your tweet. To calculate visit, twitter.analytics.com. Under the “tweets” tab it gives you all of the engagement data you need for whatever time frame you select.
- Instagram – We evaluate Instagram engagement by looking at the number of users who comment or favorite your posts. Since Instagram does not provide any backend analytics, you can easily calculate engagement by viewing each post and adding the number of comments and number of likes together.
- Reached Users
Reached users means the number of users who saw a post that you created through your brand page on their newsfeed. Unfortunately, Instagram has not granted access to these analytics yet, but they are available through Facebook and Twitter.
- Facebook – Visit the “insights” tab, click on “posts” and you can view the number of “people reached” for each individual post created on your page.
- Twitter – Visit twitter.analytics.com, click on the “tweets” tab and you can view the “number of overall impressions” for a specified time period, or you can view the “number of impressions” per post and add together. I typically use the “number of overall impressions” provided at the top of the screen.
The best way to keep track of your analytics consistently, is to set a time each week, month or quarter to calculate your data around the same time. I like to keep these numbers in an excel sheet to see the change overtime compared side-by-side. However, when providing to the client, I will typically provide line graphs for each analytic so they can easily visualize change overtime.