Managing a social media account for your business is a bit more technical than it sounds and being able to make decisions that lift the performance status of the page is one of the key qualities of a good social media manager for a successful page.
Going about making these decisions, trying to figure out what you are doing right and what you are doing wrong is where it gets really difficult especially for newbies.
Metrics are data driven information about the performance of contents you post on your social media page, accessible information about your page’s following, example; number of likes a post gets.
From the metrics you learn a lot about your audience, the nature of content they are most interested in, what time of the day they are most active, which gender are most interested in what you offer.
These important metrics are called KPIs, Key Performance Indicators, they help you determine the success of your social media campaigns and show you the areas that need improvement.
There are many types of metrics across different social media platforms. Major social networks like Facebook, Twitter and Instagram provide their users analytic tools that show its users analytic data on follower demographics (gender, age and location), post-performance (reach, interactions, retweets, favorites, comments, shares and saves), following (followers gained and followers lost), time of the day you get the most interactions.
Metrics simply track the status of your social media process whereas KPIs are measurable values that show you how effective you are at achieving your objectives; it tracks whether you hit your business objectives and targets. KPIs must have targets and specific timeframes for achieving those targets and be relevant to business outcomes.
Every KPI is a metric but not every metric is a KPI.
There are so many different data types and the specific ones you should be tracking depend on your goals for a specific campaign and the stage of the audience in the social funnel.
The types of metrics (your KPIs) depend on the goal and objective you have for a campaign. Is your goal to bring brand awareness, increase loyalty and engagement with existing customers, increase sales and lead generation or customer support? For every goal, there are a set of metrics/data that best suit, these set of metrics form your KPIs.
This funnel describes all the stages a prospective customer goes through to become a loyal customer.
These stages are;
This is the stage where a prospect first hears about you and what kind of business you are, the nature of products you sell and services you render.
At this stage, your new audience is interested in you. You stand out to them enough that they remember you.
This is the stage your audience is compelled to take action and make a purchase.
After they have made purchase, they still follow you. Your job here is to keep them engaged so they don’t forget about you.
At this point, they have become loyal customers. They have built enough trust that they actually recommend you to others.
Say you want to run a social media ad campaign to spread the word about you to new prospects, people who haven’t heard about you before.
The goal of this campaign would be to increase brand awareness, the audience you would be targeting for this campaign will be those still at the awareness stage of their journey and the metrics relevant to this campaign would be the number of followers you gain amongst others.
Makes sense? Now let’s get right into the different sets of metrics;
These metrics focus on audience demographics. They include;
These metrics tell you more about your audience. They let you see if your page is getting the right kind of audience it needs.
Example; if you own a nail salon in Abuja, Nigeria, your target audience should be more of females and their location should be around the same location your shop is situated, like the same town or same district.
You would know you are doing something wrong when your metrics data tells you 90% of your followers are males, aged 40-60 located in Algeria.
This specifies the nature of content you create and post. They could be;
Check the analysis on the engagement each type of post gets, compare these analysis and you’d know which your audience are more interested in.
Some nature of contents work best and bring about more engagement on some social media platforms more than other contents do. Facebook users work better with videos and Twitter user work better with texts.
For a breakdown and clearer understanding of which content type best suits each social media platform; check out our article on – choosing the right social media platform for your business
Tracking these metrics help you figure out the best time and days you should post. Example; the time you get the most engagements like likes, followers gives you an idea on the time your audience are most active on the platform and you can target that time when you post so you posts don’t go down beyond sight in the new feed.
Are you followers dormant or interactive, are they silent or engaging? It wouldn’t help having 12k followers and getting 9 likes only on a post with no comments whatsoever.
Pay attention to what is being said about you on social media. What kinds of comments, DMs and mentions are you getting? Are they positive or negative? Are they impressed with what you are doing, selling or offering?
Never neglect them, you wouldn’t want to lose the trust and loyalty you have built so far.
Engagements are the first place managers look at to judge the performance of their efforts.
How often do people view your page through a post you made? When they visit, do they do like what they see, like other posts of yours, follow you or they bounce off the page immediately?
This metrics is for you website. The metrics checks the number of people that click on the links you post on your social media straight to your website. They could be links in your bio. They could link to your sales page, landing page, blog posts or wherever you wish to direct them to.
Many social media platforms provide analytics tool and insights that show you some of these data. But most of them are only accessible through a business account or business page like Instagram business account and Facebook business page.
There are also online analytic tools that track these metrics for you and they mostly track beyond what social media insights give.
Some of these tools have been listed below; feel free to click and check them out;
There are so many others. Do you research and choose the tool that best works for you.
Having an overflow of all these metrics on your screen can get overwhelming. You need to catch them all on an organized platform.
Spreadsheets help you organize these metrics all in one place so you can easily do you comparison and analysis.
There are two ways you can get a spreadsheet;
If you want to know more about these spreadsheets and guides to designing yours, check out our article on Using spreadsheets to organize your social media insights.
With the right metrics being tracked, you make well informed decisions on changes to incorporate in your social media strategy. You know what you’re doing wrong and what you’re doing right. You know what works for you and what doesn’t.
Your KPIs depend on your goals for social media and its campaigns and the set of audience you target.
You can get these metrics from business pages of your social media accounts or use online analytic tools. Most online analytic tools go beyond what the social platform insights give.
Finally use spreadsheets to organize these metrics so you have an organized platform to compare, analyze data and drive actionable insights from them.