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

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
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
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
Life of a Twitter Influencer [Infographic]

Life of a Twitter Influencer [Infographic]

The following infographic Illustrates the life of a Twitter Influencer and includes everything from earnings, cheatsheets and social movements started on Twitter. While Twitter may not be the most popular social channel it is still one of the most powerful channels to spark online conversation. If you're a Twitter influencer, this infographic is the ultimate guideline to your future tweets.

Chiara Di Rago
Chiara Di Rago 30 November 2016
Read more
50 Chrome Extensions That Will Boost Your Productivity

50 Chrome Extensions That Will Boost Your Productivity

Today you can find Google Chrome extensions for almost anything that you can think about. In the sea of available extensions, it can be a hustle to choose which one are the best for your type of the business.

Aleksej Durdevic
Aleksej Durdevic 29 November 2016
Read more
Digital Marketing - The Wave of the Future

Digital Marketing - The Wave of the Future

With social media platforms like Facebook holding well over 1.6 billion users world-wide (and counting), these digital platforms have become the new marketplace. In order to properly promote business brands and products or services, an online company needs to employ the services of a specialist known as a digital marketer.

Mohammad Farooq
Mohammad Farooq 29 November 2016
Read more