School is officially in session. We’re going back to the basics when it comes to understanding social media metrics.
Knowing which metrics to focus on depends on your goals. This is why it’s so important to have clearly defined goals going into your social media marketing strategy. Use these social media metrics as a guideline for analyzing your strategy.
If your goal is audience growth
If your goal is to grow your audience, you want to make sure you’re gaining quality follows. Beyond measuring page likes/followers, you want to analyze audience demographics like age, gender and location.
If you’re finding the metrics aren’t reflecting your target demographic, it can be an opportunity to go in a new direction with your content.
If your goal is awareness
Having your content seen is important, especially when trying to grow your brand. Use reach and impressions to determine if your content is getting in front of your audience.
• Reach: the number of people who saw your content
• Impressions: the number of times your content was seen
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If your goal is engagement
Likes, comments, etc. are considered vanity social media metrics, however, these metrics can tell you a lot about your audience and the type of content that resonates the best. The best way to know if your content is on-point is to analyze your engagement rate.
• Interactions: likes, comments, clicks and shares
• Engagement Rate: the percentage of people who see your content and then engage
Understanding your goals can help your brand better use social media metrics to analyze the performance of your marketing strategy.
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