If I say about social media engagements and the metrics what comes to your mind first? Mostly the answer should be likes, comments, and shares. But these are not only the metrics that are considered as social media engagement and KPIs. There is no lack of data to track. Marketers don’t struggle with cant having enough data. The trouble to pull the insights from all the data already provided. So to have a social media monitoring process, we must have metrics to analyze.
The KPIs for modern social media teams to track are
Web visitors from the social channel
Social visitors conversion rates
Social media is a valuable tool for building personal relationships with your audience. Also, social media metrics should help you to determine the performance of your social media campaigns and the ROI from them. So the only way to ensure this, however, is by tracking the right social media metrics KPIs beyond your fan, followers, or like counts. When we use social media for business purposes we should consider the following factors
Are you reaching the Targeted audience?
Are you engaging with Targeted people?
How many of your social media fans are inquiring about your product or service?
How many of them actually become customers?
Through this section, we will assist you with identifying the full spectrum of social media metrics available to you for evaluating your content and social media marketing, the meaning and importance of each, and how to utilize and improve them. Here few will need to keep track of all these social media metrics, so choose the mix that gives you the most important information
Reach in Social media
Understanding the Reach
Social media reach is the total number of unique accounts that were exposed to social media posts. Media analytics metric that alludes to the quantity of audience who have come across a particular content on a social platform such as Facebook, Instagram, LinkedIn, Pinterest or Twitter, etc.
How to Track the Reach in Social Media
How to reach the track changes by platform, and not all the platforms will display this social media metric. Here we are introduced to how to find out all the reach for some of the most popular social networks.
At the post level, Facebook displays a reach metric at the bottom of each post on your page’s home page. This is visible only to those logged into an account associated with those pages. Clicking on the people reached number will also open up and we could get the metrics for that post. You can view the number of people reached for each post on the pages Insights tab by selecting Posts from the left menu on the desktop.
On the Facebook Pages smartphone app, Insights just show the total measurement for the entire page. The desktop Insights Posts section lists each published post are in reverse order, with reach displayed for both organic and paid versions of the post (if that post has been given a paid boost). At the Page level, you can see the total reach of all these posts from the page for the selected time period on the Insights tab.
In twitter that does not give a reach metric for the organic tweets.
Click your profile avatar at the top right side, and select your company’s page from the dropdown menu. Then you will be listed as an administrator for the page. From the analytics tab on the upper side, select the visitors. The default view shows the total page views for your company page for the last 15 days. Use the dropdown menu to change the view as to unique visitors.
On this smartphone app, go to the company’s profile page, and tap the graph icon on the top bar to the right of your account name. The Activity tab shows you metrics for all the activities around your account. Then to see reach for an individual post, tap the Content tab, scroll to the post you want to measure and click on the View Insights.
Pinterest analytics at the top left, you could select a portion of people you reach from the drop-down button. Then the graph shows the number of viewers of pins from your profile in order today by day for the selected time period. Pinterest cant display a reach metric for the individual pinned posts.
What are impressions in social media?
An impression occurs any time a post will appears in a user’s timeline. It is depending on the network, the viewer may or may not be required to actually view the post, but could be counted as an impression and it to be recorded.
How to Track Impressions on different social media
The tracking of impressions is to be depending upon the platform you are using. Here is a show on how to find out the impressions for some of the most popular social networks. Facebook only the paid promoted posts are provided. There are no impressions metrics for the organic posts.TwitterClick on your profile avatar at the top right and select analytics from the dropdown menu. The default view shows your account’s total impressions for the past 28 days. To know about impressions for the individual tweets, click on the tweets tab at the top. The tweets are displayed in reverse order.
You can sort it by the top tweets, tweets, and replies, and promoted.LinkedIn click your profile avatar at the upper right and select your company s page from the dropdown list. There you must be listed as an administrator of the page. From the Analytics tab at the top, select visitors. The default view shows the total page view InstagramGo to the profile page and click the graph icon on the top bar to the right of your account name. Then the activity tab shows the aggregate metrics for all activities around that account. But impressions are not shown for the individual posts.
Shares and Retweets
The number of shares shows the bottom of all posts.
For the number of retweets on your profile, select Analytics from the drop-down menu. And then click on the Tweets from the top navigation. In Twitter, analytics retweets are shown with all other engagements in the overview. To show the number of shares for an individual tweet, click on View Tweet Activity in that tweet listing.
Instagram doesn’t provide any share metrics.
Likes, Reaction, Favorites
A few years ago Facebook changed only like a post to a range of various reactions like love, haha, wow, sad, and angry. If you click on the title of a post in that all list, the Post Details will show you a breakdown of the number of reactions by each reaction type.
To see the number of shares of an individual tweet, click on View Tweet Activity in that tweet listing. Here all the engagement types, including favorites, are listed separately with their metrics for that tweet. Twitter analytics still uses the older designation of likes for the favorites.
Instagram does not provide any share metric. But shows the likes for every individual post.
Comments and replies, both are responses from the users, usually, it appearing with and under the post.
A user can see the number of comments for any page post in their news feed on both desktop and the smartphone app. It appears at the bottom of any page post. To view all comment metrics for a page you administer, click on the Insights tab. So you could get the number of engagements for the posts.
On Twitter, you can see the number of comments on any of your tweets in your profile at the bottom of each tweet.
Instagram does not provide any sum of comments metrics for any accounts. If you like to click on the individual post, you can see the number of comments for that post.