Social media results need to be measured for your business if you’re putting any professional efforts towards them. Measuring results helps you evaluate your presence and grow your business.
Monthly data reports on the progress and achievements of your social media accounts will assist you in making adjustments to content, measuring ROI, and tracking clicks, engagement and other key metrics.
There are several ways to efficiently measure and report your social media data. Monthly reports can be prepared with some time and know-how. They will help you verify progress of your business goals with social media.
Reach and Impressions (*heading)
Facebook, LinkedIn and Twitter offer data on the reach and impressions of your social media profiles. Reach refers to the number of unique users that see any of your content at least once. Impressions refer to the total view count of content and can include repeated views by multiple users.
Keep in mind, your reach and impressions are specifically targeted to the key demographics you’re targeting in ad campaigns. These measurements don’t represent a general audience that may or may not be interested in your business. Instead, they are data targeted directly to your ideal potential customer based on the information used in setting up ads and content.
You can compare pricing of reach and impressions with other traditional media ads, such as magazine or radio ads. You’ll find social media cost less per reach/impression than other media.
Engagement refers to any sort of interaction with your social media content and profiles. This can include a “like”, a re-tweet, a comment, etc. from anything you’ve shared with you social media accounts and profiles.
This measurement is important not only to see if you’re content and profile are generating activity, but also because these items directly help your overall reach and indexing with Google and other search engines.
For example, a “like” to your Facebook page not only adds to your fan base, but also friends of the person that liked your page will see this activity. Same goes for a re-tweet where the result is reaching new audiences from different users.
Profile Views (*heading)
Simply stated, profiles views refer to how many times someone has taken the action to click on your social media business profile page.
This measurement can be held with the same regard as a click to your website, as it involves surveillance of your business information from an online user directed from content or elsewhere.
Tracking profile views can also tell you how your social content is performing. Different types of content may receive better leads to sales than others. This measurement gauges how appealing your social presence is and if it makes users want to check out your profile.
Clicks to Website (*heading)
Tracking clicks to your website is very important for the same reasons mentioned above about profile views generating leads to sales. You want to be able to track all clicks to your website, not just your home page. You can do this with various URL shortening tools, including “bitly.”
If you’re tracking clicks with custom URLs in posts, you’ll want to separate the clicks to website landing pages from other clicks to third party links during measurement. Third party links are also important to track but for different reasons.
Measuring the clicks to your site can be compared to PPC ad campaigns costs with other online platforms. The costs per click can fluctuate between more, equal, or less cost-effective compared to other platforms.
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