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
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
How To Create Landing Pages That Convert

How To Create Landing Pages That Convert

Effective landing pages are often standalone web pages written with one specific goal in mind. This goal is usually conversions or getting readers to take a certain action. Knowing what action you want readers to take is helpful for turning them into customers. This article will explain the six essentials of creating a landing page that converts.

Eric Gordon
Eric Gordon 20 March 2017
Read more
7 Advanced Ways to Reduce Email Churn Rates

7 Advanced Ways to Reduce Email Churn Rates

While you can’t always prevent readers from opting out of your emails, you can reduce the likelihood of them doing so with a few proven practices. In this article I’m going to show what many influencers do to reduce email churn and nurture a better relationship with their audience, and how you can too.

Kristian Jønsson
Kristian Jønsson 16 March 2017
Read more
12 Online Editing and Proofreading Tools Content Writers Should Know About

12 Online Editing and Proofreading Tools Content Writers Should Know About

If you've got great ideas to share, but your content is riddled with errors, you could lose the trust of your readers and your credibility. Get through this editing process quickly and painlessly, by enlisting the help of some online editing and proofreading tools, so you can get your error-free content out there and read.

Gloria Kopp
Gloria Kopp 22 March 2017
Read more