The 4 Most Helpful Metrics for Your Next Social Campaign
There is no one-size fits all metric to measure your social campaigns. But, there are certain metrics that will guide you towards practical insights faster than others.
I recently sat down with our Simply Measured Enterprise Client Partner Kristin Dean to ask her advice on picking metrics for social analytics. She had some great advice for marketers looking to plan campaigns.
Even if you and your competitors are in the same industry, you likely have different strategies, reasons, and priorities related to social media so you really need to assess your campaign’s success according to your own business objectives. – Kristin Dean
Good advice, Kristin. How do we do that? She suggests that you pick just a few metrics to start and she recommended you consider including one of the following metrics she’s seen work for the enterprise brands she advises.
Average Engagement per Post
How much engagement do you get on average for each piece of content you publish? This metric tells you a lot about if you’re having the impact you want with your particular topics or types of media. Dean suggests that you take a look at your own stats then compare your results side-by-side with a competitor.
Engagement Compared to Average
This metric is, in many ways, the same as average engagement per post but different in a key way, says Dean. Say you have a Tweet, a Simply Measured report would tell you that it was 10 times more engaging than your average sent Tweet for your brand. Or, perhaps it was two times more engaging than your average sent Tweet. That data is really great for providing context. For example, maybe the Tweet had 10,000 impressions but was does that mean compared to how your Tweets normally perform? This metric also helps when compared with competitors results.
Engagement Rate on Facebook
You calculate this metric by looking at a specific post and the number of engaged users divided by reached users. We all know that with Facebook organic reach declining and changing, looking at engagement with posts, compared side-by-side, is less valuable. Instead, looking at engagement rate is going to tell you, of the maximum number of people who actually saw the post on Facebook and could have engaged, actually engaged.
This is really useful because you might have one post that gets a lot of exposure on the newsfeed and generates a ton of engagement and then the post the next day may have not gotten that lift. It might not be the content that is the difference. It’s really important to look at how many people were reached and how many people engaged who had the opportunity to.
Share of Voice
It’s one thing to look at your brand mentions through a keyword stream over time but Dean says to think about what you’re comparing that information to. Do you want to compare that data to similar brands and their mentions to provide some context beyond any high-level metrics you’re measuring?
Whether you’re comparing to other brands or products, or are taking a deeper look at your own mentions over time, consider running a six-month long report and seeing how you performed six months ago versus now. Is your share of voice increasing or decreasing? And, how is engagement with your post content increasing or decreasing? Then, take the time to tie those pieces together.
Was it a coincidence that you received a spike all of the sudden because of that one press release or was it that people are really starting to discuss your brand more organically?
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