Article

Charlotte Chipperfield
Charlotte Chipperfield 12 April 2016

Don't Hide From Social Media Analytics

Any business who uses social media as a marketing tool knows that a significant amount of time is spent planning and crafting messages. One way in which we see companies fall short, is not measuring the results of their efforts.

But before we can look at which results to measure, it starts with having clearly defined goals.

When crafting social media posts there should be a strategy in place identifying key targets or goals. For example, a company who sells shoes may not only be interested in engagement but click-throughs to their website which translate to sales.

Once goals are defined and content has gone live, measuring becomes critical. Yes, we know, numbers. But don't be afraid. A simple monthly check-up can actually make your social media planning easier. 

How social media is measured will vary from company to company depending on industry and social media goals. Here are a few metrics we review for both ourselves and our clients:

Measure Engagement:

  • Impressions
  • Reach
  • Likes
  • Shares
  • Comments
  • Engagement Rate

Measure Website Traffic:

  • How many visitors came from each social media platform?
  • Which social media networks are driving the most traffic?
  • How long were this social media visitors on your website?
  • Did they make a purchase?

Measure Audience:

  • Who is your audience - age, location, interests, etc.
  • When is your audience most active online?

Putting metrics to your social media efforts will establish trends which identify who your audience is, when they are online, and which content most resonates with them. Likewise, by measuring results, underperforming content can be identified. Keep doing what is working and stop doing what isn't producing ideal results.

Don't hide from analytics, make them your marketing best friend. Carve out the time to review your social media efforts regularly. This will make future content planning easier, and regardless of your goals, remember that social media is a relationship tool between you and your customers. 

Have questions about measuring social media? Email us at hello@chipperfieldmedia.com.

The Team at Chipperfield Media LLC.

Original Article

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Your Project Management Sucks. Here's Why.

Your Project Management Sucks. Here's Why.

For every amazing finished project produced, there is a project management process put in place that made it happen. The question is -- Are you using the process that’s right for you?

Margo Romanowski
Margo Romanowski 11 October 2017
Read more
These 5 Changes Are Coming For Your Site in 2018. Are You Ready?

These 5 Changes Are Coming For Your Site in 2018. Are You Ready?

Let's face it, the Internet is ever-changing. Some changes you can’t predict: at the start of 2011, no one realized that responsive would practically be a requirement by the end of the year. But some changes are known and scheduled. Let’s look at some of the biggest changes that may affect the way your company communicates through digital channels.

Mike Norman
Mike Norman 13 October 2017
Read more
Three things we learned at the Festival of Marketing

Three things we learned at the Festival of Marketing

Last week Digital Doughnut joined hundreds of marketers attending the Festival of Marketing at Tobacco Dock in East London, to hear 160 hours of presentations and panel discussions spread over two days.

Linus Gregoriadis
Linus Gregoriadis 9 October 2017
Read more