Reporting on your social media efforts should be an essential part of your marketing activity. Analysis and interpretation of the data you’ve collected from your social media accounts will be able to dictate what content meets your business needs the most, helping you adapt and determine future content to ensure maximum success for future campaigns.
Depending on what’s important to your business, you might want to analyse different key areas of your social media performance. Here are some of the key areas we focus on.
Page followers/ page likes
If you are focusing on growing your page and social media audience, you can analyse your growth by looking at your page likes/ page followers. This is simply the amount of people that have liked your business profile.
This is important for brand awareness and as it helps you to see the amount of people that your content could be put in front of and increase your reach. Increasing your brand awareness can then help you move onto increased interactions and impressions from your target audience.
Your marketing goal may not solely be to grow followers to page but by establishing a social media presence and reaching more customers online, it allows you to grow your business overall and reach other marketing goals as you have a bigger audience to help you fulfil them.
Your social media impressions is the number of times your content has been displayed in front of an audience on a social media feed. Impressions help measure the number of people who have seen a post, even if they didn’t click, comment, or otherwise engage with that post.
Brand awareness is often a leading objective of social media in order to drive new consumers. Continuing to drive impressions will be a key to brand success. Increased impressions will lead to increased engagement and audience size. Goals that align more with increased impressions include elevated brand visibility or increased brand awareness.
Social media interactions show you how many people are engaging with your content by liking and commenting on your social media posts. This is a good element of your social media to look at as it correlates with the number of people who are forming a relationship with your brand.
This reflects more accurately the amount of people who have a connection to your brand. High social engagement can also help boost brand awareness, each time an individual interacts with your brand on social media, overall awareness of your brand is increased. If a customer likes one of your posts, friends and followers of that person will see that engagement and overall awareness of your brand increases.
Likes, followers and interactions are all useful indicators of social media engagement. But is your social media content actually driving traffic to your website?
Referral traffic is the visitors that come to your website from your social media pages. When somebody clicks on a link that you have posted through your social platforms, and then is taken onto a page on your site (not to be confused with referral traffic in Google Analytics. Referral traffic from social media displays as ‘Social’ in Google Analytics)
This is important as it sends more people to your website, which gives you a greater opportunity to convert those people into new customers.
So once you’ve got your visitors to your site, are they converting once they’re there?
A conversion is where your visitor completes a desired action on your website. By analysing your conversions it can show you if your marketing efforts are worthwhile and if you need to change anything in your strategy. The more conversions you are seeing will increase the amount of customers you have.
Analysing your conversions is important as it can help towards the understanding of the value of your social platforms and if they are giving you valued customers. It will allow you better budget your time and investment into social media.
Overview vs Individual posts
It’s important to look at the overall performance of your social media campaigns to see if altogether it’s working going in the right direction for you to meet your overall goals. However, analysing individual posts is also just as important as it allows you to see which content is working best and what different areas you should focus your content towards.
Creating grabbing content starts by understanding which of your posts drive the most engagement to your audience. Finding your top performing posts can help you create future content based on what your audience interacts with the most.
On social media platforms, it is easy to look through the analytics section in which your posts will be displayed. But what makes a post ‘more successful?
Marketers usually base this on a higher amount of impressions and interactions with your content. By analysing your social media you can then manage your strategy to ensure you are meeting your goals by dictating and changing your content to format what your users want to see and engage with.
You should now have an idea of what to look at when assessing your social media performance. Remember that it is about setting your own goals to reach and to focus on improving your own performance opposed to comparing yourself to others. If you need help with your social media you can find out more on our social media page.