The issue of social media metrics and their relevance for your brand is a tricky one. On the one hand, there are some social media metrics that everyone out there knows about, we’re talking about metrics like likes, shares and views. However, there’s no way of telling how these figures translate to sales or how they impact the standing of your brand in the digital environment. This is why they’re sometimes referred to as vanity metrics (they do nothing other than make you feel good about your content).
The first social media metric that you should track is reach. A lot of people falsely assume that the number of followers they have is the same (or similar) to the number of people who are going to see the things that you post. First of all, on Facebook, the game is significantly rigged in favor of sponsored content, which means that, if you pay, your content will be seen by many times this number. On the other hand, if you don’t pay, it will barely be seen by a fraction of people. On other platforms, things are quite similar, yet, not even all sponsored content is made the same. Reach will give you a realistic picture of what you’re up against.
The next thing you need to understand is engagement. This is a metric that is somewhat difficult to explain, due to the fact that a lot of people don’t understand what counts as engagement, to begin with. Namely, public shares, likes and comments are different forms of engagement. Keep in mind, nonetheless, that they do not have the same value. A share is much more valuable than the reach, while the boost (or harm) that a comment causes takes a different approach to measure. Either way, engagement is not there to provide you with an opinion on the value of your content. It’s merely there to tell you if it has what it takes to make people take action.
As long as your brand exists on social networks, it will be a cause for some passive conversation online. With advanced social mention monitoring platform, you can make an estimate of just how much people are talking about you. Remember what we talked about in the comment section, well, these mentions can go both ways. Seeing as how this is an abstract metric, it will, at times, be hard to tell if one negative comment can undo the work of one positive comment or ten or a hundred, for that matter. Either way, you need to keep in mind the fact that volume is an indicator of interest. So, even if the feedback is predominantly negative, it still makes people talk and think about your brand. Even though this scenario definitely doesn’t go in your favor, it is still something worth looking out for.
This is a phenomenon that is frequently discussed in the digital environment, yet, a surprisingly large number of people still fail to see it as a metric. You see, in order for something to be deemed a metric, it needs to be measurable, yet, how does one measure influence? There are some tools that are known to measure social media influence which you can use. They use their own scoring systems (a universal scale for influence still doesn’t exist) but they more frequently focus on a single social network at a time. It’s not that uncommon for someone who’s a huge Instagram celebrity to have a small number of subscribers on YouTube and the other way around. This can help you balance out your social media presence.
5. Bounce rate
The last thing you need to keep track of is the bounce rate of your pages. What counts as bounce is a scenario where a person leaves your domain after seeing a single page or spending just several seconds there. This is incredibly important due to the fact that it is a factor in your SEO effort and that it indicates that there’s a problem with the landing page. Both of these are incredibly important for your overall digital marketing presence and, therefore, require your full and undivided attention. On the other hand, a rapid drop in the bounce rate will indicate that you’re heading in the right direction.
This is not the end of the list and there are some other, minor metrics that you should focus on, as well. We’re talking about visits vs. unique visitors, an average number of comments, time on site and user-created funnels. Nonetheless, the above-listed five should always be a foundation of any social media presence analysis.