A couple of weeks ago, I talked about defining your goals for social media.
The first thing every single business owner should think about before starting with social media is their goals. You need a sense of direction – a clear vision of where you want to go and what you want to achieve from your social media. What do you want to get out of your social media? I’m sure your first reaction is probably going to be “more sales,” but you need to think about what actually drives those sales? Another thing to think about is what engages your community? Establish a purpose that aligns with what your community responds to.
You need to know those goals in order to measure the right metrics. Here are some simple metrics to consider for each network:
Facebook: Likes, Shares, Comments, Clicks, Engagement, Views
LinkedIn: Likes, Comments, Conversions
Twitter: Likes, Retweet, Replies, Conversions
Pinterest: Repins, Conversions
Instagram: Likes, Followers, Comments
3 Ways to Track Social Media Performance
Use Google Analytics: it’s a free tool for measuring your social media success. All you have to do is add your website to your account. Once you do that, click on All Website Date.
Log into your account, click on your website, All Website Date, Acquisitions, then Social.
You’ll notice some useful tabs:
- Network Referrals tells you which social media networks are sending traffic to your website
- Landing Pages shows you the specific pages social media is directing traffic to
- Conversions shows you which social media networks are driving the most conversions
Under Network Referrals, I get the most traffic from Facebook at 43.18%, then Twitter at 36.36%, LinkedIn at 13.64%, Pinterest at 4.55%, and Instagram at 2.27%.
For more guidance using Google Analytics, read their About Social Plugins and Interactions page.
Use each platform’s built-in Analytics
Social Media networks provide some useful analytics for you. Because there is so much to cover, I have provided links to each network’s documentation:
- Facebook Insights
- LinkedIn Analytics for Company Pages
- Twitter Audience Insights
- Pinterest Analytics
- Instagram Business Tools for Brands
Depending on the plan you have with Hootsuite, you are able to view your social media analytics for Twitter, Facebook, and Instagram in real time.
To learn more about Hootsuite Analytics, click here.
If you are not tracking your analytics, you won’t know what is working for you and which platform(s) to spend the most of your time on. You should get into the habit of checking your metrics at least a couple of times a month in case you have to tweak your social media strategy.
In my next blog post, I will cover different types of content to share.
Keep Calm & Love Social Media!