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It might become a tedious task to keep up with the updates that are rapidly happening in the Social Media space. Add to that measuring your Social Media success with Analytics and long term measurement adds a lot more complexity. Eevry brand now a days seem to be jumping in to the Social Media bandwagon. But then, everyone doesn’t understand the specific goal they want to achieve with the help of it. Jumping in, for the heck of it is not going to help if you are not going to measure the success of it. And for measuring success of any campaign you need data and analysis over it to play with. Here i will define the basic metrics that will help you get started with measuring your Social Media Campaign Success. Here, your Goal can be targeting a certain number of sales or Reaching out to Customers for support related issues or it can be simply engaging with them to amplify your online brand value.

Social Media Metrics can basically be grouped in to five categories for basic understanding:

  • Audience Level Metrics
  • Engagement Level Metrics
  • Brand Reach and Performance
  • Competitive Analysis
  • Customer Service Report
Audience Level Metrics is mainly your demographic reach. This can tell you more about which part of the population is more interested in your content. If you are a company which sells a gaming laptop, you will generally appeal more to the male section in the range of 18-30. Hence, this is a great way to build your level of circle with fans and then promote your content with them.
  1. You can track Audience Growth which will basically measure your rate of adding/losing new fans over time. This growth if not stable will let you work on some stronger content in order to gain your circle of trust with them.
  2. Engagement/Fan is the number of engagements you have had with your fans across that network divided by the total fans you have across the network. This would be a great way to showcase as how many % of your fans are actually finding your content relevant and acting on them in terms of clicks,likes,dislikes,comments and shares. Having a greater percentage here would signify that your page is faring really well in terms of appealing content to your fans. People Talking About is a similar metric in Facebook Insights which you can play with to get this metric. So the Engagement/Fan on your Facebook Page would be: People Talking About /Total Fans
In Social Media, Engagement is always THE KING!! Probably the best set of metrics to showcase the result of your campaign.Facebook Insights provide a whole bunch of Engagement metrics which you can play with for you to get started. I will cover the Facebook Insight metrics in a different post for you to get started with each and every one of them in detail. But, most notably include
  • People Talking About
  • Comments
  • Likes
  • Clicks
  • Shares

Twitter on the other hand, has far less but really useful engagement metrics such as ReTweets,Mentions and Favorites.

In terms of measuring your engagement on Google+, you can measures Shares and +1’s (which are similar in concept to ‘Like’ on Facebook)

Click Through Rate is another derived engagement metric which can showcase the fraction of the clicks your content is getting as opposed to the total impressions on your post. Another interesting plot here would be to compare your engagement success with your Revenue success metric if you are tracking any. So if 20% of your fans are actually engaging with your content by clicking on the post or commenting/liking/sharing and doing all other sorts of stuff. How many of them are actually going ahead to your website and purchasing something you are offering.Studying the pattern of sales with the before/after scenarios of your Social Media strategy can do wonders to your company. But a word of caution here:
More Traffic to your website always does not translate to more sales
If more engagement leads to more attribution of Revenue, then you are in for a grand treat. One more way of looking in to your Content performance would be to keep a track of the keywords your fans are mostly talking about. Are they discussing more about Product A then Product B? If yes, is it positive or negative. If you analyse the keywords in a strategic pattenr and design your content accodingly, it can do wonders to your engagement strategy
More on the other three topics of metrics, i would be covering in my next post…………Stay Tuned!!
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