A small business owner recently told me that she wouldn't know where to start to look for social media metrics in order to analyze the performance of her posts on her business page. As an analytical business owner, it surprised me that someone would not be measuring the value of an effort for their business.
On the other hand, business owners often struggle just to get the content out there, let alone take the time to analyze it. Especially if they don't know where to look!
To find your Twitter analytics, when you are signed into twitter, go to www.analytics.twitter.com. You're welcome. Have fun diving down that rabbit hole of data- no seriously- have fun. The analytics platform has so much awesome data that can help you improve your strategy.
To find your Facebook analytics, when you are looking at your business page signed in as your business page, click the ellipses (...) button on the bottom right below your cover photo. Click "view insights." Again- have fun.
Going to both of these analytics platform will really open your eyes to a world of data. If that's your thing- have fun! Explore!
If numbers aren't really your thing, when it comes to social media metrics that matter, these are the THREE key terms you're going to need to pay attention to:
Impressions or Reach- This is the total number of people that saw your post or tweet. Your posts or tweets can get more impressions and views than just your follower base. That's accounted into these two numbers.
Engagements- Engagements are interactions with your posts. On Facebook it's broken down to "Post Clicks" and "Likes, Comments & Shares." On Twitter, an engagement is umber of times someone clicked anywhere on the tweet (hashtags, links, avatar, username and Tweet expansion), replies, retweets, follows, and likes.
Engagement Rate- This is a combination of the two- how many people engage with your content in comparison to how many people see your content.
The higher your engagement rate the better- but don't get discouraged. Having a 0.8% something isn't that uncommon when you're just starting out. Try to make it better! Look at what did get higher engagement rates. Try to understand why those posts and tweets got better engagement. Was it the language? The time? The media you used in the post?
Pay attention to those three numbers in association with the content you've posted and you'll be able to get some takeaways that will help you improve your social strategy. Here's another blog post I wrote about measuring social media efforts.