Social media reporting metrics to consider
The most important aspect of assessing social media ROI is conveying your KPIs.
The social media metrics you track should align with your goals, so select the KPIs that allow you to match up with your brand’s vision.
Here are data points that should be front and centre in your social media reporting:
Your follower count isn’t the be-all, end-all of your social presence, but it is a number you should strive to tick upward. You can drill these down from network to network or look at them across all accounts. Of course, this is great for social teams, but it could also be helpful to public relations teams as well as those who are focused on brand awareness.
Note the difference between reach and impressions. Reach refers to the potential unique viewers a post could have while impressions are how many times a post shows up in someone’s timeline. Expanding your reach should translate into expanding your audience. This is another great metric to show to public relations or corporate communications teams.
Shares, comments and likes are valuable currencies for social marketers. Increasing engagement proves that you’re posting content that people want to see and interact with. Engagement is an important metric for content and social media teams who want to know what resonates with audiences the most.
How much content is your business pushing out? What kind of content posts perform the best? If you see a correlation between more posts and higher engagement, you’re more inclined to ramp up production. This metric is great for social teams since it can highlight trends among your audience.
The more traffic to your site via social, the better. You can measure this easily in Google Analytics. Show these metrics to your web team or the wider marketing org.
This is the most pressing metric for those interested in assessing your financial ROI. You can either set conversion goals in Google Analytics or look at the performance of your social ads to figure this out.
Like engagement, click-throughs highlight compelling content. These can be divided into link clicks, promotion-specific clicks, and more. For example, click-through-rate is used for your ads and posts, which could be important to your marketing team.
Contact WestEnd Agency to assist you by creating Live Dashboards of your marketing effort.