One of the reasons why a social media marketing agency loves its job is that it gets to use some of the simplest tools of marketing – social media platforms. These platforms also let an agency conveniently track and measure the engagement on every post or tweet. Nearly all social media platforms come with helpful dashboards where you can read and calculate all kinds of engagement data.
Let’s take a look at how you can do this!
If you too want to get insights into the performance of your social media postings like a social media marketing agency, you must know how to read the following metrics and memorise some of these calculation formulae.
1. Growth of Followers
If you do not want to spend time going through the analytics, then check the number of people following your page. An increase in the number of followers is a clear sign that people like what you share and therefore, they will follow your page. Pay attention to the growth of followers at least on a weekly basis. If you notice a gradual improvement in the growth of followers, then you may want to increase the number of posts. And if you are losing followers, then you may want to reconsider the kind of content you are sharing.
Growth of Followers on Spacebar’s Facebook Page
2. Likes and Shares
The number of likes/favourites/upvotes and shares per post is an important metric to identify your best-performing posts. It gives you an idea to create similar posts and increase the engagement rate with your followers.
3. Clicks Per Post
Clicks per post allow you to determine how much web traffic is generated through your social media pages. Clicks per post are very useful when you share a link that directs followers to your website. To obtain this metric, just measure the number of times people clicked on your post for a period of time (usually a month) and then divide it by the number of posts you have shared during the same period. This metric is important as it shows how your social content is aligned with your off-social content. When people click on your post, they may like or share the post after they have visited your website and gone through the information. Unlike likes and shares, when a person clicks your posts, it means that they want more content instead of just liking or sharing your content.
Clicks Received Through Spacebar’s Facebook Page
Clicks Received Through Spacebar’s Twitter Account
Clicks Received Through Spacebar’s LinkedIn Page
4. Audience Mentions
Apart from monitoring how many people shared or liked your content, track how many times the audience mentions your brand. Although each social media platform will notify you when your brand is tagged, it won’t notify you when your brand name is not tagged. To identify such mentions, you need to use some social media tools which track your brand mentions. This metric is very useful to figure out what your target audience thinks of your brand. Audience mention will help you to know if you are receiving positive or negative mentions. You can use both positive and negative mentions to engage with your audience. In fact, identifying negative mentions will help you to correct any incorrect perception about your brand and enhance your online reputation.
5. Followers vs Followers Ratio
It’s not just that people follow social media pages. Even social media pages follow other business pages and people. This enables business pages to like, share, and comment on their posts. Now if you are following other business pages, you need to monitor how many people are following you as well. Suppose, your social media page has 1000 followers and you follow 100 business pages, then it means that you have really good content to receive a high number of followers even though you are not following all of them back. Likewise, if you have 100 followers and you follow more than 100 business pages, then it indicates that you are desperate to get people to like your content and follow your page. Therefore, always keep a proper balance and check if you are receiving more followers to measure your social media performance.
Spacebar’s Instagram Followers Ratio
6. Comments Per Post
The more comments you receive the more engaging your post is. In fact, comments can seem to be more appealing to the people who visit your page for the first time. However, keep a check on what kind of comments you receive. The positive comments should be much more than the negative comments. You can easily identify which post is doing well by analyzing the number of comments each post has received.
Your brand awareness will only increase when you get more people to talk about your brand. Therefore, in order to increase comments per posts, you can ask a question in your post caption, add a poll, run contests, etc.
If you are new to the world of social media marketing for your business, all these terms and metrics may confuse and overwhelm you. You may even end up making errors and get the wrong numbers related to social media in your report. The best way to avoid any errors and confusions is to outsource the job to a reputed social media marketing agency near you.
Social media agencies are well-versed with the latest social media marketing trends and will ensure that your business’s social presence is in line with modern techniques. Right from crafting the unique and consistent social media marketing strategy to tracking the engagement to giving the valuable figures to you, a social media marketing agency will do it all for you so that you don’t lag at any point.