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May 24, 2018

Essential Social Media Metrics You Should Be Measuring Right Now

Whether you have finally jumped on the social media bandwagon or have just decided to up your social media efforts, there are a number of essential and easy social media metrics to consider when analysing your successes and shortcomings. After all, even though you may reply to customer questions, post news and thank your followers for their on-going support, what are you doing to monitor and improve these interactions?

Here, we’re taking a closer look at the essential social media metrics you should be measuring right now.

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Volume

One of the easiest social media metrics you should be measuring right now is volume, or the size of the conversation about your brand or a specific campaign. While measuring volume can seem rather simple, there’s far more to the metric than just counting the amount of posts fired at your audience on a daily, weekly or monthly basis. It’s important to measure the number of messages, comments and reviews about your brand, including the number of people talking about it. By tracking these numbers over time, you can identify points of interest which can help you adjust your posting or business activity to generate more engagement in the future.

Reach

Reach refers to the spread of a social media conversation or post, and can help you understand the context of your content. Essentially, you want to consider how big the audience for your message is. While a large audience is good, reach alone doesn’t reveal everything. When compared to other engagement metrics such as volume, reach becomes very powerful when it comes to measuring your social engagement. The amount of likes, shares and replies your posts receive can be divided by reach to calculate an accurate engagement figure. Using this figure, you can easily identify what social posts generate the most interest. From here, you can adapt your social content accordingly.

Engagement

Undoubtedly, engagement is one of the most important metrics you should be measuring when it comes to monitoring your brands social media success. By understanding how people are participating in the conversation about your brand, a campaign or a specific product, you can widen your reach. When it comes to measuring social engagement, it’s important to carefully consider your social media goals, as these results should reflect what is important to your brand at that moment in time.

Organic vs. Paid Results

Often, organic vs. paid result metrics are overlooked. The figures may look impressive, but just how successful was your campaign? While organic traffic refers to the customers you obtain through posting ‘free’ content, paid social refers to the advertisements or sponsored messages you post in order to reach new demographics – and both are just as important as each other. Whether you are hosting a pay-per-click campaign or simply boosting a post on Facebook, by keeping track of the return on investment, you can identify the effectiveness of your paid social advertising. While measuring the volume, reach and engagement of your social posts, you will be able to more easily design a successful social campaign.

As a result of the rise of the importance of social media in business, it’s more important than ever to measure your social media efforts – and we can help. To find out more about our methods for successful social media, get in touch with a member of our expert team on 01245 287 864.

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Author:

Sophie Brannon

With a background in multimedia and music journalism, Sophie’s writing is as rich and varied as her iTunes library. While her passion for writing led her to seek the challenges of writing for a broad range of industries, Sophie continues to refine her skills with her camera in hand. Whether that’s pursuing her travel journalism or interviewing bands at festivals and awards, Sophie’s musings can be found across the web. When Sophie isn’t behind a keyboard, she can often be found jetting off around the world, or cuddling her collection of pet reptiles.


Email s.brannon@absolutedigitalmedia.com

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