All my blog readers know I love social media analytics. I can’t stress how important it is to keep track of how your social media accounts are performing so you can capitalize on what’s working and drop what isn’t. In this post I’ll go over 4 ways you can use social media analytics to maximize your brand’s impact online.
1. Follower Growth: Identify if your content is drawing in the right audience
I’ve been preaching about concentrating on engagement rather than follower growth, but I’ve also been telling you not to completely ignore your follower numbers. When it comes to social media analytics follower growth (or lack thereof or complete loss) can be a good indicator for how your social media channels are performing in general. An influx or steady increase in followers usually means that people are finding your account, and liking what they see and choose to follow you. It can also mean that you’ve had a mention by a bigger brand and you’re getting an influx of traffic.
To maximize brand impact using this metric: This one is simple, pay attention to big influxes or losses of followers. Sometimes factors outside of your control affect gains or losses (big mention vs the social network flushing inactive accounts).
2. Reach and Impressions: How far is your content really going?
First let’s discuss the difference between reach and impressions. Reach refers to the unique number of people that saw your piece of content or social media post. Impressions are the number of times your content was displayed (one person or account can see your post more than once). To add to the confusion, I’ll also go ahead and let you know that each social media network defines reach and impressions a little differently, and it changes once again when it comes to ads. But for now let’s try to keep it simple – here’s why you should keep track of these numbers: they let you know how far your content is going, and they allow you to calculate your engagement rate (how many of the people who saw your post actually took an action on it – we’ll review these actions in the next section). Higher reach and impression numbers mean your content has legs!
To maximize brand impact using this metric: I use my social media analytics trackers to keep track of both sets of numbers for every social media network a client is active on. Later we can go back and take a look at time periods when there are peaks and figure out which content is giving us the most reach and engagement. This helps me come up with new content ideas based on what is working. Which brings us to…
3. Engagement and mentions: Peaks in interaction
My favorite pieces of social media analytics to track at the moment are engagement and mentions. The way social media reach is going, tending to the audience you’ve already got is the best way to grow and reach new people. If the algorithm sees that your …read more
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