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What Are The Most Important Metrics To Track In A Social Media Campaign?

Social media has become a crucial part of almost any business. This includes interacting with and helping customers to branding to reaching more people and growing the business. Social media is also a big traffic generation strategy. In fact, nowadays, more businesses rely on social media to drive traffic more than they do the search engines. More time and money is going into building a social media presence than search engine optimization.

Which social media metrics matter?

There are so many metrics to track when it comes to any social media campaign. They include the important basics like ‘likes’, ‘reach’ (how many people see the post or ad), ‘comments’ and ‘followers.’

Social media metrics you should be tracking (and why):

1. Followers and follower growth

Ultimately, all your other social media metrics lead to this one. Without followers or fans, none of the other metrics really matter because you can’t get a post or tweet likes or comments, or build an email list from a post, or even make a sale, if you don’t have any fans or followers to see your content! Keep track of your follower growth. You aren’t going to grow your business through social media if you aren’t growing the number of followers you have. On Facebook, simply go into your page admin and click on the Insights tab and then click Likes. You’ll not only see your total page likes (or fans) but also gains and losses over time. As your page grows over time, this can provide powerful feedback for your business. On Twitter, the number of followers can be located on your account page.

2. Track likes, comments, and reactions to individual posts

These metrics are a really important part of your content marketing and social media campaign strategy. If you are posting content to your social media account and not getting any engagement in terms of likes, comments, shares, retweets or other reactions, this is a big warning sign. It’s an indication that the content you are putting out is not connecting with your target market, which is your current or potential future customers. Another big downside on Facebook when this happens is that your content reaches far fewer people organically. If the content isn’t getting likes or shares, then fewer people will see it. The less engagement your posts have over time, fewer fans that you already have will see it. Facebook once again has made it more difficult to reach the fans you already have with organic posts. If your posts don’t have engagement this will get even worse over time.

3. Track shares and retweets

Why are these separated out from likes and comments? Because shares are even more important. Many people click “like” on lots of stuff in their newsfeed. While important, it’s not always a great indicator of interest in that content. Sharing is an extra step and there are far fewer shares than likes going around. Posts that have a lot of shares are important in two ways. It’s a really good indicator that your content hit home with your target audience.  Shares greatly increase the reach of the post. A lot more people see content that has a lot of shares. Shares are also a great way to keep track of the type of content that resonates with your target market so you can post more content like it in the future.

4. Track referral traffic to your sites

Google Analytics makes this really easy. Ultimately, growing your business through social media isn’t about likes or retweets, it’s about turning those metrics into traffic and ultimately customers that put money in your pocket. Be sure and track the types of content that gets visitors from social media to your site. There are plenty of other metrics to follow but these are the biggest. It’s also important to be clear about the ultimate target of your social media campaign. If it’s to grow the fans of your Facebook page, you should run an ad campaign designed to get fans (page likes). In that case, you would track things like the click through rate on your ad, the percentage of people that click through and then become fans, your cost per click, and ultimately the cost per fan. These are the most important social media metrics for your campaigns. The ones to focus on the most will be determined by the type of campaign you are running. You may focus on likes in one campaign and visitors to your site in another.