When it comes to measuring performance on social media you may just think you're looking for the number of followers you have climbing week on week, and while that's part of it there are a number of ways you should be measuring your social media content's performance to help you collect rich data about your audience that will help you inform your strategy and shape your content going forward.
Here are some things you should consider when looking at your analytics, no matter the platform:
Traffic volumes Take a look at the number of impressions your post had, does it have a wide reach, is it reaching only a small portion of a specific niche? If you're only reaching a handful of people per post then it's perhaps time to look at your hashtags, the frequency, or the times of the day you're posting.
Audience demographic metrics Are your posts being shown to and engaging with the right audience in terms of age, gender and geographic location? Take a look at the geographic location of your audience, if you're a business that is UK based and only looks at selling in the UK but you're attracting audiences in Australia then it's time to take a look at effective targeting methods.
Likes, shares and comments, your engagement rate Is the content you're producing engaging enough to encourage action? Likes, comments and shares are invaluable to helping build your audience's loyalty and relationship with your brand but also in helping reach new audiences.
Follow and unfollow rate Has a post prompted a few followers to jump ship? Conversely, has another post garnered the attention of some new followers? Pay attention to which posts are encouraging people to follow you and which posts are perhaps missing the mark to help you inform your content strategy moving forward.
Take a look at Heyday's free downloadable content planner for small businesses to help you plan your content more effectively and measure your success.
Hannah, Heyday Digital Agency
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