If getting your social media up and running or improving your social media strategy is part of your 2020 goals, then this article is for you! Read on to learn how to measure your success across your various social media platforms.
Success is all relative and there are many different metrics that you can track based on your goals, but it is easy to look at the numbers of likes, re-posts, comments and saves and not understand what the data is telling you to do next.
The key is to find the metrics that matter to you and your goals and then to consistently track your progress over time. Below we will show you how to understand and effectively measure your various engagement metrics and see what your audience likes best! (pun intended)
Let’s start with some basic definitions–
- Engagement: These are the ways in which your audience is interacting with your posts directly. Each platform has slightly different ways a user can choose to engage but they usually come in the form of likes, comments, and shares. These engagements are an excellent way to measure how engaging your audience found your post!
- Post engagement rate: This is the percentage of your audience that not only saw your content but took some sort of action.
Whether you are using Facebook, Twitter, LinkedIn, or Instagram, you have access to a wealth of analytics and insights on your pages’ performance. Below we will dive into how to access and understand these wonderful audience insights.
You can find data on your audiences’ engagement both on the Insights and Publishing Tools tabs. The Insights tab provides you with aggregate data on a large number of metrics. You can adjust the time range as well as see your 5 most recent posts.
The Publishing Tools tab is great place to compare your recent posts all in one place. Pay attention not just to engagement, but also to the reach! Ideally, you want to see your reach and engagement going up over time.
The analytics homepage shows high-level statistics such as your number of tweets, tweet impressions, profile visits, mentions and followers. This is a great place to quickly see how well your recent posts are preforming.
The next page is your tweet activity dashboard, which shows metrics for each individual tweet– including retweets, likes and replies.
Understanding which posts stand out in your metrics is important. Spend a few minutes each week to see what is preforming best, what is getting you the most engagement/reach and see how you can replicate and improve it in the following week.
With more than 645+ million users worldwide, LinkedIn is the place to be for B2B communication.
To access the LinkedIn analytics dashboard, navigate to the toolbar at the top of your company page. Here, you’ll see three options: Visitors (how many people landed on your page), Updates (your posts), and Followers (people who have subscribed to your page to receive updates). Each of these sections will provide you with aggregate data as well as a graph to track your recent page activity.
Located under Visitor highlights, LinkedIn provides the uncommon metric of unique visors. You can see how this metric changes over any given period of time. But note, higher numbers are not the only way to gauge success here. Sometimes a high number of unique page visitors means you have a well-recognized product or great SEO. And just because you have low numbers, doesn’t means something is necessarily bad. If you have good engagement, your content may be well suited to a particular niche audience.
To access Instagram’s analytics, you will need a business or creator profile. The analytics they show are a bit different. For today, we will focus on the business profile. (Note: Instagram can only show you analytics for posts and stories that were published after you switched to a business profile.)
Once you switch to an Instagram business profile, you will be able to access your analytics through the Insights tab when you open the top right menu. This will show you everything from audience demographics to your top preforming posts.
To see analytics for an individual post, navigate to the post and tap View Insights in the bottom-left corner. Here you will find the reach and interactions on your post. If you are using hashtags, be sure to see how many accounts found you via hashtags in this section.
The Math Part:
Some platforms, as well as a number of apps and software systems, will give you your engagement rate but if you want to calculate it for yourself, it is pretty simple! While there are a few different ways to calculate engagement, we have listed the simplest ways below:
On Facebook, you can calculate the engagement rate of a post by dividing the number of engagements by the total reach of the post. Then, you multiply this figure by 100 to get a percentage.
Instagram and Twitter have the same steps to find your engagement rate. First you add up your likes and comments, then divide that number by your total followers. Again, simply multiply that number by 100 to get a percentage.
For LinkedIn, calculate your engagement rate on a post by adding your comments, likes, shares and clicks, then divide by the reach and multiply by 100.
With all of these platforms, the “best” data all depends on what your goals are. Are you looking to increase your reach in a particular region? Are you looking for more direct purchases or more DMs? Are you just looking to engage with an audience who hasn’t heard from you in a while? All of these are going to require you to look at different pieces of your data.
The key is now that you have access to your data, you use it! Use the information you gain by looking at your analytics to improve your posts and engage your audience more.
Take some time to look over your recent posts and see their individual metrics as well as the overall trends in your metrics. What themes emerge? Do photos with people preform best? Maybe your audience is responding most when you post at a certain time of day? Does your audience love when you post witty captions or useful tips? Take this information and start experimenting!