Your social media pages have thousands of "likes" and followers. You think, "Great, it seems to work."
But sooner or later you think, "Why do not we have more listings on the website? Why are there no additional sales? Something must be wrong. "
You celebrated vanity statistics to find that they did not bring tangible value to the business.
If you wisely use your social media analytics, they will give you insight into what your fans, subscribers, and customers expect from your business. With this information you can learn:
The tastes of your audience
How many followers turn into a website
How engaged are your subscribers with your pages and page publications?
Percentage of traffic converted to the desired goal (for example, sales).
Use #socialmedia statistics wisely to know what people expect from your brand, says @mpochwat. Click to tweet
Let's explore seven significant measures that matter for most businesses.
RELATED HANDPICKED CONTENT: Do not miss these 7 ways to use your social media data
1. Social Scope
One of the key indicators to follow is the scope – a measure of the number of users that your publications reach. The higher the number, the more your content receives exposure.
For example, look at the social reach of SEO expert, Neil Patel, on Twitter:
In the past 24 hours, Neil had reached over 600,000 accounts. This result comes largely from its large number of social media subscribers (324,000) and its effective video content.
While reach can not be your only measure of success, it shows how much your accounts and content can attract new members of the audience. How do you measure and follow?
Analyze the scope of your campaign. How many people have seen your content (for example, a Facebook advertising campaign)? The higher the number of visitors to your campaign, the greater your chance of getting new visitors to your site.
Evaluate the scope of the various positions. How many people saw a post? You can find out which publication resonates (and converts) better than another to help inform future publications.
These reach indicators are usually easily accessible on the information page (or tab) of your profile on social networks. Here's an example of how Instagram does it:
HAND-HELD CONTENT: 3 models (and tools) to understand, predict and react on your social networks
Determine how much of your social media content leads users to your website by evaluating referral traffic.
Monitor referral traffic to see how social networks are directing users to your website, says @mpochwat. Click to tweet
Google Analytics is a great resource for tracking referrals. Go to Acquisition -> Social Networks and see which networks on your social networks are driving traffic to your site and how they are converting.
To improve referral traffic, create more appealing action calls in your social media posts. Give them a reason to click.
Create more attractive CTAs in your #socialmedia to improve referral traffic, says @mpochwat. Click to tweet
RELATED CONTENT HANDPICKED: How to use the 4 most useful reports in Google Analytics
3. Bounce Rate
Users often visit your homepage and never go further on your website. To see how often this happens, check your bounce rate statistics.
If your bounce rate is high compared to your social media traffic, you can see that your visitors were interested in social publishing – they clicked on a link – but the content of the site was not broadcast – they quickly left.
How do you measure and track the social media bounce rate? You are probably familiar with understanding the overall bounce rate of your site via Google Analytics:
To get into the rebound rate of social traffic, dig deeper. Go to Acquisition> All Traffic, and segment them by channels. For each social channel, carefully review the bounce rate. You can sort from top to bottom to understand more quickly which channels need attention.
How can you reduce your bounce rate in social?
Make sure your social media posts connect to your website links. If you make a promise of social media content and a link to your blog, the article on your website will be more effective. You can also offer more relevant content on your landing page to encourage the visitor to navigate to other pages of your site and to add more engaging calls to the action.
RELATED HAND CONTENT:
4. Growth rate of followers
The follower growth rate is another important measure of whether your content is resonating with people. This helps you determine whether you are posting enough messages to increase your audience and whether your posts are catching the attention of your target audience.
Your followers growth rate is an important measure to see if your #social content is sounding, says @mpochwat. Click to tweet
How do you measure and track the growth rate of followers? Each social media platform displays your number of subscribers and growth (or decline). Analyze your audience and configure consistent intervals to measure it. For example, if you are interested in the impact of individual publications, you will want to look at the before and after figures in the short run. But if you want to understand the impact of a campaign, consider the difference in the longer term.
If your growth rate is slow, consider changing your publication frequency, content topics, format, and so on. For example, if you post image-text content, enable it with a video. But remember, you can not test everything at the same time or you will not know which factor has motivated a change in your growth.
RELATED CONTENT HANDPICKED: Your guide to the success of social networks [Examples]
Engagement on social networks indicates the number of people who interact with your content. You may find that your audience engages more in an infographic than in a textual publication. Or you could learn that they prefer one subject more than another. All of this can inform your future content decisions.
A high engagement rate indicates that your brand connects well with your audience. At first, I noticed that "likes" are often vanity metrics, but when they are used appropriately – and combined with other engagement metrics – they can be helpful.
Analyze these engagement metrics:
Average commitment – number of "likes", actions, comments over a given period (eg, a week, a month).
Amplification rate – number of post actions divided by the number of people who participated in your publication.
Virality rate – total number of shares divided by the total number of views / hits multiplied by 100. For example, if 20 people shared a message that generated 1,000 impressions, the virality rate would be 2% (any overrun of 1 % indicates a virality – the bigger the number the better.)
RELATED HANDPICKED CONTENT: How to use your analytics to make smarter content decisions
6. Demographics of social media audience
Do not overlook the demographics of your subscribers – gender, income, age, education, location, etc. Find out how well these demographics match the personality of your buyer. If they are aligned, you can see that your social content is relevant to your target audience. If they are not aligned, modify your content to make it more interesting for your target audience (or determine if this audience is still the right one).
You can use Facebook Audience Insights, Instagram Insights, or information from your favorite social media platform to easily decompose all relevant demographics.
7. Fan Base
People who promote your content or business on their social media platforms are your fans (ie your most loyal subscribers). Calculate your fan base by measuring the number of people who tag or mention your brand or share your content on social networks.
Expanding your fan base is different than your followers. While followers have an interest in your brand, fans are very interested. These top-level users are more likely to watch your video from start to finish or read a full blog post before "liking" them or sharing them.
If you do not have a lot of fans, look at a successful competitor, see what he's doing in social matters. Recreate it but improve its content.
RELATED HANDPICKED CONTENT: How to Use Social Media Monitoring as a Tool for Listening
Dig with tools
These popular social media tools can help you better understand your stats:
RELATED HAND CONTENT:
Social media can work wonders if you measure deliberately and regularly. Use these seven metrics to help you improve your social content for a better performing content marketing program.
Did tracking these social statistics help to grow your business? Do you have a favorite tool to help you with the measurement? Please share in the comments.
Note: All the tools included in our blog posts are suggested by the authors, not by the CMI editorial team. No post can provide all the relevant tools in the space. Do not hesitate to include additional tools in the comments (from your company or those you used).
Get your social game in person and learn how to make it better online. Attend the world's largest content marketing event, Sept. 3-6. Sign up today for Content Marketing World and use the code CMIBLOG100 to save $ 100.
Cover image of Joseph Kalinowski / Content Marketing Institute