So your social media is up and running, but how do you know if it’s “working?”
Social media metrics is the use of data to measure the impact of social media activity on a company’s revenue. There are so many metrics ready to be used for evaluation, but in this post we’ll highlight the main metrics that you should pay the most attention to.
No, we’re not talking about you reaching for your fresh organic produce- organic reach is the number of people who have seen your post or content through unpaid distribution. With new Facebook algorithms and platforms changing up their feeds often, organic reach seems to become more daunting as time goes on. No need to fret! This is going to allow creative juices to start flowing and your content to be more strategic than ever before. Organic reach is the best reach you can get because it does not cost you a dime in ad spend!
Paid reach is the number of people who had a paid post from your page show up on their platform. This includes things like advertising on social media and sponsored messages. On each major social media platform, you can see through the analytics who your fans are and figure out who to target from there. With advertising and sponsored messages, you can even target who gets to see the ads. Are women between the ages of 18-35 your target market? How about single men and women in the middle of Oklahoma? You can set your target according to gender, location, relationship status, interests, and more. Budgeting out how much you want to spend, picking your target audience, and promoting a postan help improve reach.
There’s that word again! How many times are we going to mention it? Well, this won’t be the last time. Engagement is a huge indicator of how people are interacting with your brand online and with the new algorithms, engagement is one way to stay afloat in the crazy world of social media.
A great way to start with engagement is knowing your brand and what makes it special. What is going to make people come back to your page, keep clicking on your content, and sharing your content? Companies who know their value and proceed to use what has worked for them will succeed in gaining more engagement.
Set up polls on your social sites, start an online survey for feedback, create social media contests, and keep that content high quality, authentic and truly interested in creating conversation among your audience (Check out our blog post on creating quality content). With this great new content, fans and customers will want to interact more, so it’s important to stay engaged with them as well. After all, that’s who your biggest supporters are.
The basic metrics of paid vs. organic reach and engagement are the stepping-stones to an awesome social media presence. Metrics go far beyond these three concepts, but it’s best to start measuring how well you do with the basics first, and work your way up from there.
Now that you know the basics, you’ll be mastering metrics in no time!