You’ve decided 2022 is the year to get serious with social media marketing. The groundwork is set, now you need to determine how to measure your success. Tracking your social media metrics can help you reach your marketing goals, create better content, and generate leads and sales. Metrics assess relevant data and present it under separate headings, making it easy to gage performance. But how do you turn this data into actionable insights? 

88% 

of B2Bs use analytics tools to help with content marketing 

In this article, we’ll show you how to identify which metrics to track, evaluate and manage the data, and importantly, how to convert this data into an action plan. 

Aligning Metrics with Business Objectives 

When it comes to tracking your social media content, it is important to identify your top measurement priorities and make sure they align with your company’s business goals. Common objectives include improving brand awareness and engagement, increasing website traffic, and lead generation. Business objectives may vary across social media platforms, as will the metrics you track, so be sure to do your research on target demographics to better understand your audience. 

Social Media Metrics You Should Get to Know 

Here are some important social media metrics from Hootsuite that you may or may not have heard of: 

Applause Rate  

Measures: approval actions (likes, reactions, favourites). 

The number of reactions a post receives in comparison to your total follower count. This can inform and enhance your content creation going forward. 

Brand Awareness  

Measures: impressions, mentions, shares, comments, attention. 

The attention your brand gets across social media channels. This can be shown through a variety of metrics. Attention can be expressed through impressions, mentions (@creativequills), shares and more. 

Social Share of Voice  

Measures: mentions, brand popularity, market relevancy. 

SSoV measures how many people mention your company on social media compared to your competitors. It reveals how popular and relevant your brand is in the market. 

Conversion Rate 

Measures: rate of users taking action on a page after clicking a link in your post, potential leads, value/success of content. 

The number of visitors who take action on your page after clicking on a link in your post, compared to that page’s total visitors. This is a crucial metric as it shows how effectively your content can convert engaged followers into engaged leads and sales. 

Net Promoter Score 

Measures: customer loyalty, future engagement, customer reviews. 

 NPS measures customer loyalty. It is great at predicting future customer engagement and sales because it is the result of one question: How likely is it that you would recommend our [company/product/service] to a friend? 

You can find out more about the individual social media metrics here. 

Tracking Metrics 

If your social media strategy involves managing multiple accounts on different platforms, you should invest in a good social media management tool. Alternatively, the free built-in analytics features of individual platforms are a good basic option. For a detailed analysis of data, use resources such as Hootsuite, Facebook and Instagram Insights, and Sprout Social. 

Determine how frequently to collect data, ensuring that you allow enough time for patterns to appear. For small businesses, this process can be more manual. Regularly review what types of content resonate most with your audience by testing different types of post and assessing their engagement levels. 

Create Actionable Insights 

Just tracking metrics isn’t enough. To get the most out of analytics tools, you need to convert the data into actions. Let’s look at some examples: 

  1. Posts with visuals (videos/photos/graphics) are attracting more attention. Focus on how to implement high-quality visuals into your social content more frequently. 
  2. Your SSoV is low. Try to create more connections with social media users by interacting with customers and other businesses to build on your social presence. 
  3. Your audience are not clicking on the link in your post. What can you do to make the content more persuasive and boost conversions? Test different approaches to see how you can best engage your audience. 

Don’t Lose Sight  

Metrics are valuable, but they don’t always tell the whole story. As content marketing has evolved, especially in the past year, businesses have adapted to be more human in their approach. They communicate with their audiences as people, not just consumers. This human connection is essential to building a strong audience rapport, contributing to lead nurturing, and forming long-term benefits. Depending on your individual business and industry, you should strike a good balance between popular and promotional content. And remember, not all social media content will have instant results. It takes time to build relationships of value. So be patient and keep at it! 

Do you need more support with analysing your social media performance and setting strategic objectives? Creative Quills can help. Take a look at our range of services and get in touch.