How to Measure Social Media Performance like a Pro

Social media measurement is more than vanity metrics such as followers and favorites. What analytics should you track for your agency clients or business? How can you efficiently monitor them?

Social media professionals and digital agencies who are skilled in measuring social media metrics know what tools they need and how to use them. You can identify what is working well and what can be improved so that you can deliver even better results.

How to measure social media success

The No. The number one thing you need to know about measuring social media success is that it means something different for every brand and user.

Although your business may have a different definition of success in social media, neither is the other.

Social media success is dependent on your goals in social media marketing. You need to understand what your goals were in order to analyze your performance and determine how successful you are. Your social media goals will determine your success.

Before you dive into analysis and measurement, take a look at your goals for social media marketing. Your team might have established a goal to increase brand awareness and return on investment (ROI).

Spend some time analysing the social media metrics that really matter to you and your team. Once you have a clear understanding of your goals, it is easier to focus on the relevant metrics and not on vanity metrics that don’t really matter.

What social media measurement tools should you use?

You have options to access data efficiently and effectively, from native insights to third party analytics.

Let’s take a look at the top tools to measure social media results.

Native insights

Native insights are available for every social media platform, from Facebook to TikTok. Native tools allow you to easily access audience, engagement, and content metrics without cost to your team. However, not all channels provide the same metrics.

Native metrics are not as cost-effective and efficient as they could be. However, there are some drawbacks. Native insights are usually very basic. They will tell you how many people liked your posts. Native platforms don’t automatically calculate brand awareness or ROI for you.

It can be difficult to share native insights. These insights may look great in an app or in a web browser. However, when you try to download them you will find a CSV file with raw data and not well-organized charts.

You will need to use multiple platforms and profiles to locate and export data if you manage multiple channels for clients or your company. You’ll then have to manually process data and build reports.

gorapulse analytics

Native insights might not be the best option in certain cases to track metrics and analyze performance of a social media channel. Agorapulse can be used for social media measurement in many cases.

Agorapulse allows you to analyze social media performance across multiple profiles and channels using one dashboard. You can view analytics for both the LinkedIn page and Instagram profile of a client with one tool, saving you time and effort.

You may be looking for more complicated insights. However, you will likely find it in your Agorapulse dashboard. Agorapulse, for example, automatically tracks brand awareness and hashtag interactions and calculates ROI.

Agorapulse makes it easy for clients and colleagues to share social media reports. You can export any social media report by clicking on the Export button.

You can export a CSV file. However, it’s not the only option. Agorapulse allows you to choose between PowerPoint and PDT files, which display ready-to-use charts. To automate the process, you can schedule weekly and monthly reports.

You need more data than the Agorapulse default reports show. The Agorapulse power reports add-on allows you to create custom templates and perform social media reporting on multiple profiles or campaigns at once.

How to measure social media growth and visibility

Are you focusing on reaching new customers and building relationships? To measure visibility and growth, use the metrics below.

Audience growth

Measure audience growth by going beyond simply counting the number of followers for each profile. You can use audience insights to find the days that your social media accounts lost or gained more followers, then determine the reason.

Your findings can be used to create a growth-oriented social media strategy that will allow you to continue building your audience. You might discover that viral posts and influencer partnerships have led to significant growth.

Agorapulse offers two layout options for its audience growth report. The Variation chart can be used to spot spikes or dips in activity.

Impressions and reach

As with audience growth, impressions or reach are more meaningful when they are viewed in context. Instead of focusing on impressions and reach alone, look at the performance over the course of the week or month to identify patterns.

Are impressions increasing over the month or do they peak on certain days? Are you able to attribute the performance of your team’s actions or that you published content?

It is also useful to compare impressions, reach and results for the current period with the previous period. Agorapulse automatically compares impressions to the previous week or month. You can also manually choose a period, such as the past year.

Video views

Tracking video views can be a great way to ensure your video content is reaching the right audience. Native insights are the best way to analyze video performance in most cases.

Meta Business Suite, for example, has a Minutes viewed report. This reports tracks all video views on your account and charts them over time. It automatically compares your performance with the previous period to help you track your progress.

Business Suite allows you to view views by organic and paid followers, non-followers and other comparisons. These insights will help you determine what content is most effective in helping you achieve your key goals.

Hashtag interactions

The impact of hashtags on search results can be significant, especially when used on social media channels such as Instagram and Twitter. You can track hashtag performance to determine which ones increase discovery, visibility, and help with audience growth.

Agorapulse’s #hashtag reports make it easy for you to see which keywords are generating the most interaction. You can sort the list view by either the number or average interactions. This can be useful in identifying top-performing hashtags.

Brand Awareness

These metrics can show how successful your team is at attracting followers and disseminating content. Is your brand generating buzz? Or triggering conversations? These questions can be answered by measuring brand awareness.

Agorapulse calculates brand awareness automatically based on metrics such as mentions and branded hashtags. These insights allow you to see if people are talking about your brand and identify actions that can start conversations.

How to Measure Social Media Engagement

Are you looking for more people to interact with your content? It is possible to measure the success of your content by measuring social media engagement.

Reactions and likes

If engagement is a priority for your company, it is worth measuring likes or reactions. Although likes don’t have a lot of nuance, they can be used to help you determine if your audience is responding positively.

Agorapulse allows you to break down Facebook page reactions by type. This data will allow you to get a better understanding of the emotions that your content elicited, from love to anger to surprise to hate.

Have you ever had a lot of laughing or crying on a particular day? To see the reasons behind the responses, you can look at the content that your team posted.

Comment and reply

It is also worth measuring the number of replies and comments you have received. This is especially important if you want to compare it to previous periods. However, counting comments is not enough to tell the whole story.

It’s far more useful to examine the nature of comments received by your brand. It can be tedious to categorize them manually, but Agorapulse can make it much easier.

Create inbox labels to identify the sentiments that you wish to track, such as Positive or Negative. Next, use Agorapulse’s inbox assistant for automatic application of these labels to the relevant content. Next, use Agorapulse’s label report to determine sentiment.

Direct messages

You can only learn so much from counting shares and replies. Analyzing the content and sentiments of the messages you get can help you understand your audience’s perceptions about your brand and products.

Agorapulse’s email labels can also be used with messages. To measure sentiment effectively, you can use the dashboard’s label reports and inbox assistant.

Retweets and shares

Is your audience and customer reposting content from your brand to their timelines? You can track shares and retweets to see if your audience is convinced enough to promote your content.

Click here

Are your readers interested enough in your content to click on the links you share? You can also track link clicks to gauge interest in your content and offers.

Agorapulse tracks link clicks on channels such as Facebook and LinkedIn, and charts them over the period you choose.

Google Analytics is a great tool to help you understand what people are doing on your site.

How to measure social media content performance

Are you curious about which types of posts are most successful? Content analytics can help you identify the top performing posts and then use these insights to create better content.

Total engagement

These engagement metrics can be used to assess the health and performance of your social media accounts. However, content performance metrics are necessary to determine what drives engagement.

Agorapulse allows you to quickly identify the top content based on total engagement or other metrics, so you can quickly find posts that are engaging your audience.

You can also see average engagement for each type of content in the reporting dashboard. This information allows you to see which content types are most popular, and whether they are image posts or short-form videos. This information will allow you to make informed decisions about what content your team produces.

Total reach

Are you curious about which posts your audience sees most often in their feeds and why? You can determine which posts are most popular by measuring both organic and paid reach. You can then use similar methods to create more content that resonates with your audience.

Video retention

It’s important to know what keeps your viewers watching video content if you produce a lot. Video retention metrics can reveal when viewers stop watching videos, which can help you create better content.

Business Suite provides detailed retention metrics for videos. This includes data such as drop-off times, average watch times, and average watch time. Business Suite can also show how viewers find your video content. This data can be used to determine if recommendations, shares, and followers are the best sources to attract viewers.

How to measure social media ROI

Are you looking to increase sales and drive more customers to the website of your client? To prove the value and effectiveness of your work, measure social media ROI.

Visitors

Google Analytics allows you to easily monitor all visitors to your website. Connect your Google Analytics account with your Agorapulse dashboard to focus on users who click through from social media channels.

Agorapulse not only tracks all social media visitors but also breaks them down by landing page, campaign, and channel. This data will allow you to quickly determine what drives all clicks to your site.

Transaktions

Are you curious about which campaigns, channels, and landing pages contributed the most to ecommerce transactions. Agorapulse provides similar breakdowns of transactions, so you can see which channels and landing pages drove the highest number of purchases.

Revenue

Agorapulse’s revenue tables are useful if not all customers purchase the same. This information allows you to see how much revenue each campaign, social channel or landing page generated.

Agorapulse has built-in tracking tools that allow you to collect more data for social media measurement. Enable campaign tracking when you publish a post using the Agorapulse scheduling tools. Create a campaign, adjust the UTM parameters, and publish it.

Agorapulse tracks visitors, revenue, and transactions. It also identifies top content and content types for ROI. The ROI dashboard assigns metrics to the person who published the post. This can be helpful in determining who is providing the greatest value for your brand.

How to measure community management metrics

Do you want your team to provide better customer service and attract more people? You can easily track your progress with community management metrics.

Replies

You can track the engagement of your brand using social media measurement tools. How many of these did you respond to? And what was your response rate?

Agorapulse tracks automatically the number of replies that your team has sent. This includes those sent via the Instagram app and via Business Suite. The daily chart can be used to view when your team has sent the most replies. You can make sure your team is adequately covered on the busiest days.

The automated comparison can be used to track the evolution of replies over time. It’s a good idea if you have a lot of replies to your emails, to ensure that you are using all the available tools in your inbox assistant, such as saved replies, assigned tasks, and automated reviews.

Items reviewed

Are you curious about which members of your team are responsible for the majority or community management? Agorapulse can show you the total team members responsible for managing your community management.

Agorapulse automatically incorporates any inbox assistant activity. This data makes it easy to identify who has done the most manual work, and how your inbox assistant settings helped.

Response time

You want to earn the Very responsive badge for Facebook? Are you committed to responding quickly to customer concerns? Analyzing response times can help you make sure that your team is on the right track.

Agorapulse monitors average response times for both your entire team as well as for individual members. These insights can be used to reward top performers or incentivize slow respondents, and keep everyone on one page.

Let’s wrap up what we learned about social media measurement

There are many options available for measuring social media. Referring to your team’s marketing goals will help you narrow down the metrics that are important to your company. This will allow you to focus on your key goals and not waste time looking at vanity metrics.

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https://www.affiliatemarketingbuzz.com/how-to-fix-an-online-community-that-is-weak/

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