If you’re using social media for business, then you should also be measuring it to see how effective it really is.
Engagement measures how much and how often someone interacts with your content in social media.
If someone ‘likes’ or clicks on your posts, or takes time to comment and share, they are engaging with your content.
These metrics are important to measure how well your marketing activities are doing and knowing what works well and will improve your understanding of the health of your marketing.
Most social media platforms come with dashboards that enable you to view the data behind your social media. This makes it a lot easier to measure your growth and what works for your business.
Often it’s understanding the data that is the difficult part however once this has been explained and understood, measuring your social media will become much more efficient and easier to handle.
If you have a business page within Facebook, you will need to access the Insights section from the top menu bar.
At the top of this page you will see a summary of the last 7 days. This view can be amended to see the past 28 days also.
In this section you will see an overall glance of the interaction that has taken place on your page.
The key areas it focuses on are:
- Page views
- Page likes
- Post engagements
- Page followers
Page views – the number of views that your page has had in total over the past 7 days.
Page likes – the number of new people who have liked your page in the past 7 days.
Reach – the number of people that have seen any content associated with your page over the past 7 days.
Post engagements – the number of people who have liked, commented, shared or reacted with any posts on your page in the past 7 days.
Page followers – any new followers of your page from the past 7 days.
These are quite explanatory but are key to understanding if your marketing is working. Following on from this, you are able to look in more depth at which posts are working best – enabling you to use these tactics in future efforts.
Further down the insights page, you can view the individual posts in more detail, seeing what interactions you had on each and every post. The analytics show the number of reactions, comments and shares that you have encountered – again proving what post type works better, what days work best and what time of day, etc.
If you’re new or short of ideas for posts on social media, here’s a great article on ways to boost your facebook interactions.
Again, understanding the data behind your marketing on Twitter will enable you to gauge what works well on this platform for your business.
Twitter analytics allows a user to view all the interactions that have taken place month on month.
On the front summary page of analytics, you are presented with a monthly overall figure showing:
- Profile visits
- New followers
Similar to Facebook when we go a little deeper into the tweets section, we are able to view the following interactions:
- Profile clicks
- Permalink clicks
- Tweet expansion clicks
- Link clicks
This can be broken down by downloading a detailed spreadsheet of each individual tweet.
Following on from this, you have the ability to delve deeper into the demographics of your followers and establish what their lifestyle interests are, gender, where they live, and even what wireless carrier they use!
The Twitter blog gives a look at analytics for a brand in this article.
The key to engagement on social media is raising your profile and engaging with people that are interested in your brand. By continually interacting with your audience and providing quality content, you are raising your brand’s online presence and raising awareness.
If you’re a business owner looking for better interaction with your audience, we definitely suggest looking into your analytics and establishing what is working for you – and what doesn’t. Then, using this information, you will be able to put together a marketing plan on what interests your audience and creating that personal touch.
If you’d like advice on social media analytics and would like to take the ease out of the process, then feel free to get in touch, we’d love to help.