Social media is something that you either love or hate, but it’s also something that can benefit your brand if used correctly. Whether you have one social media account or five, it’s important to monitor and track your social interactions. There is a lot more to social media than gaining followers, and it’s important to know your analytics to report back to your boss or your clients.
Simply put: If you’re using social media, you should be measuring it.
Before we look at how to measure, let’s start with why you should measure.
1. Review return on investment
This should be one of your number one priority. If you are putting time and effort into something, you’ll want to see a return on it. We create social media platforms to get our brand and information out there to hopefully drive consumers to our product in the end. If we don’t see any return on our time with social media, then why are we using it?
2. Identify what is and isn’t working
When working with social media, it’s important to determine a way to report your results. When you narrow down a schedule, whether that’s to examine the results monthly, quarterly, or yearly, then you can begin tracking your success. If you notice something hasn’t been working for your social media strategy, it’s time to get rid of it and try something new.
3. Create new goals
As you measure your success throughout the year, you will have a better understanding of what your new social media strategy should be from what worked and what didn’t. You will be able to tweak your current strategy, while creating new goals to meet the needs of your customers. It’s important to always create new goals as the marketing world continues to change.
Now let’s take a look at what you should measure.1. Leads
Tracking leads through social media is important to your business because it can be directly tied to revenue. You’ll be able to gain a better understanding into where your sales are coming from so you can better create a journey for your customers based on the platform.2. Engagement
This is what social media is all about, right? Well, sort of. Engagement plays a big role in how people are participating in the conversation about your brand. This can be measured by retweets, likes, and replies on Twitter; shares, comments, and likes on Facebook; likes and comments on Instagram, and so forth. Make sure you have engagement goals set, and then analyze them throughout the year. You’ll be able to see what generates the most engagement, which can help you with future posts!3. Growth
By measuring the growth of your social platforms, you will be able to get an idea of the number of unique people who have taken interest in your business. You can track these numbers over time and watch them (hopefully) increase as time goes on! When measuring growth, take a look at the number of followers you gain on each platform. Set a goal each month to gain a certain number of followers, and then evaluate how your brand did on the last day of the month.
Lastly, here are 3 ways on how you can measure:1. Google Analytics
Google is great for many things, such as the analytics it provides to marketers. Not only is it helpful, but it’s free! Through the use of Google Analytics, you are able to set up trackable goals and monitor the success of those specific goals in real time.2. Sprout Social
Here at Lexicon, we monitor both our clients and our own social accounts with Sprout Social. Through this platform, we are able to grab all the social media metrics we need to stay on top of things. Not only can we measure how the accounts we run are doing, but we can schedule posts from Sprout, too! And trust me, as a social media strategist, this saves me a lot of time when I have multiple accounts to monitor and post on.3. Facebook Business Manager
Facebook Business Manager is another free tool for companies to use. While this is only for Facebook, it’s a great tool to use if you want to focus on Facebook specifically. Through this platform, you are able to run and track ads, manage your pages, and dive into analytics through Facebook. Not only that, but you can access and organize multiple pages on one account.
Make sure you always compare your old results to your new when measuring for social media. This will help you to find out what is and isn’t working with your posting.
While everyone’s social media usage varies, it’s important to always keep an eye on how it is performing. If it’s not performing well and hasn’t been for a while, maybe it’s time to reevaluate if your business needs to be on that platform. Remember, just because other companies are on that platform doesn’t mean yours needs to be, too. Fine-tune your social strategies and you’ll be on your way to seeing results in no time!
Lauren Manecke, Branded Content & Social Media Strategist
As the team’s social media strategist, Lauren manages, creates, and publishes content for a variety of clients in order to achieve their marketing goals. When Lauren isn’t scrolling through social media, you can find her at home binge watching documentaries on Netflix.