Social Media Metrics For Your Success
FREE DOWNLOAD: Social Media Metrics Calculator
FREE DOWNLOAD: Numbers Tell A Story: Social Media Metrics Made Easy
Your social media dashboard will show you volumes and volumes of real time data. For every piece of content you post and every interaction you get, you’ll be able to tell if your social media marketing is performing well. If you haven’t tracked numbers, or tinkered with the analytics, you can check out my social media metrics calculator. By placing your data you’ll be able to check how your content is doing in the different platforms you’re using.
Too many social media marketers and businesses are happy by just knowing the data, but it’s not enough. Data is useless if you don’t know what they mean for you. Your social media metrics should be able to tell you if your actions have measurable results. Interpreting our social media marketing performance is crucial in helping us paint a better picture.
Here’s how you can make sense out of the numbers and put your data into actionable insights.
Number one, understand how you’re performing. For each campaign, select the right metrics that best reflects your goals. If you wanna learn more about this you can check out my guide, Numbers Tell a Story: Social Media Metrics Made Easy. This will help you get a clear picture of which numbers to use for your campaigns. Set a benchmark for each metric you have chosen. Your benchmarks are the expected results of your campaigns. If you fall below, it’s a sign that you’re underperforming. If you consistently beat benchmarks, it means that you’re on the right track. To set the right benchmark, find the average results of your metrics within the past 60 days. After getting the average, multiply that metric by one and a half times. This will be your benchmark rate. For example, if your average reach in the past 60 days is 10,000 people, your benchmark should be 10,000 people times one and a half, which is 15,000 people. Use your benchmarks to understand how you’re doing relative to your own goals.
Number two, get the why’s to figure out the how. Understand how your metrics translate into the performance of your content, this is where you put the art in the science. Look at your data results and evaluate which content delivered wild spikes, and low dips. Determine which content was published on the days that gave you the highest and the lowest data points. Then review the content. Using the top five highest performing, and lowest performing posts in one social media platform, evaluate the creative and the media elements present. How long was the post copy? When and where was it published? What is the persona and intention of the post? What was the creative material? Image? Video? Infographic? Is the content consistent with your branding? Is there text on the image? Is there a link included? If one type of content works best for you, continue creating more of that. If a certain post negatively effects your metrics, identify the reason and use it to guide you in creating better posts. Use these why’s to figure out how you’ll create future content.
You now have a basic understanding of how to interpret and turn your social media metrics into gold.
Remember, the numbers won’t matter if they don’t guide you in making smarter content and social media decisions.