An important part of evaluating your social media campaigns and strategy is to consider the metrics. Through the metrics, you will better understand the return on your investment (ROI). Analyzing the data that certain tools for data collection can provide enables you to test how well certain content performs as an attractor to your social media platforms and your website. You can identify content to promote. You can perform tests to see which content performs better. You can use it to create polls or even to promote on-campus contests that can provide you with information to evaluate who your audience is and if they are matching up with your target audience. Perhaps, most importantly, social media can generate inbound links to your website.
You can determine which platforms are sending you the most visitors to your website. You can set goals, for example, like increasing non-paid traffic to your website by a certain percentage each quarter. Certain tools can help chart these metrics.
Tools for Data Collection
The two main tools used for data collection are the individual platform analytics and Google analytics. Additional tools like TrueSocialMetrics can provide a spreadsheet that shows weekly/monthly engagement on your platforms. You can evaluate if you want to try to increase engagement or increase traffic flow and decide how to accomplish this increase.
Some additional resources for measurement are as follows:
- Social Crawlytics
- Simply Measured
- Demographics Pro
- True Social Metrics
- Moz Analytics
Some additional resources for listening and insights are as follows:
- Row Feeder
- Simply Measured
Some additional resources for monitoring and response are as follows:
How is this data useful? Data in itself can you give you an overview, but you can also use it to answer some targeted questions that can determine what strategic cyclical adjustments you might want to make with your posting content, your scheduling, and any social media campaigns you are thinking of pursuing.
Metrics can help determine the quantitative value such as, the conversation rate which would be the number of replies to a tweet or the number of comments per post. The amplification rate measures the number of re-pins, shares, and retweets. The applause rate provides insight into favorite tweets, Facebook likes, Instagram favorites, and Google pluses. So, how do you interpret these numbers into some kind of meaningful action for strategy?
You can compare platform activity to see which platform is more engaged or is increasing traffic to your website. Compare landing pages. If you’ve created a promoted post that links back to your website, use the metrics offered to analyze which promoted posts gave your website more traffic referrals. Use it to determine which platform provides you with the most visitor traffic to your website. Audience demographics are available. Use this information to determine if your actual audience is matching up with your target audience. Target your content appropriately in response and revise your goals. Measure growth over time.
Qualitative metrics is more difficult to assess but you want influencers to be engaged and sharing your content. You want to create a certain sentiment towards your brand. You want those influencers in your social media platforms to engage in conversation and share your sentiment with their followers. Your influencers are your conversation drivers pushing your brand and the sentiment towards that brand out into the social sphere of additional influencers.
After collecting the data and interpreting the data, make any cyclical adjustments to the next round of content according to any new insights the analytics provided. Consider promoting different posts or the same posts if needed.