3. Establish Your Most Important Metrics
While your targeted social media metrics might be the most important step of a strategy, it’s often the spot most veer off the path. Vanity metrics like follower count and likes are always good to measure, but does it tell you the whole story of your brand on social media?
We often get wrapped up in viewing followers and likes as the truth to a campaign, but it’s smart to take a step back and evaluate the social metrics associated with your overall goals.
Engagement metrics sometimes paint a better picture, because as we’ve mentioned many times here, building lasting relationships works on social. Large audiences and likable content is absolutely great, but here are some other metrics you might want to pursue in 2018:
Reach: Post reach is the number of unique users who saw your post. How far is your content spreading across social? Is it actually reaching user’s feeds?
Clicks: This is the amount of clicks on your content, company name or logo. Link clicks are critical toward understanding how users move through your marketing funnel. Tracking clicks per campaign is essential to understand what drives curiosity or encourages people to buy.
Engagement: The total number of social interactions divided by number of impressions. For engagement, it’s about seeing who interacted and if it was a good ratio out of your total reach. This sheds light on how well your audience perceives you and their willingness to interact.
Hashtag performance: What were your most used hashtags on your own side? Which hashtags were most associated with your brand? Or what hashtags created the most engagement?
Sentiment: This is the measurement of how users reacted to your content, brand or hashtag. Did customers find your recent campaign offensive? What type of sentiment are people associating with your campaign hashtag? It’s always better to dig deeper and find what people are saying.
Organic and paid likes: More than just standard Likes, these likes are defined from paid or organic content. For channels like Facebook, organic engagement is much harder to gain traction, which is why many brands turn to Facebook Ads. However, earning organic likes on Instagram isn’t quite as difficult.