Impressions, reach, and engagement. These are just some of the terms used by social media managers, but what do they mean and what are they used for? These terms are used when measuring analytics, a very important part of social media.
Why is measuring social media analytics important? It can help refine your strategy by seeing where your traffic is coming from, how many people your content reached and what does and doesn’t work. This is a part of your strategy that you cannot overlook if you want to be successful in your business. Two other questions to consider when you decide to set these up are, will it help with my ROI and can it be outsourced. (The answer to both is yes when it is done correctly).
Measure Social Media Analytics
It is helpful to start with an example of something you can measure. For this example, I will use Twitter.
When you tweet something, your goal is to have it reach as many people as possible. In addition to knowing how many people it reached, you want to see how much interaction you received. Did people reply to you, did they “retweet” it, did they “favorite” it or mention you?
The higher the level of interaction you receive tells you that the content is relevant, and people are interacting (they are sharing it, replying back to you, even revising it and retweeting it). By measuring these numbers, you can tell whether or not your strategy is working or if it needs to be revised. But how do you measure these numbers? You can either use a tool or the platform itself.
Using Twitter as our example, you can either use the “native” (built-in) analytics itself or a third-party tool like Commun.it. Depending upon the size of your company (and your budget), you can use either the free version, which usually has limited functionality or a paid version. All have a “dashboard” where you can see all of your activity in one place that makes it easier to understand. How often you measure your activity is a matter of personal preference as well as the type of business you run.
Track Social Media Analytics
Another question you want to ask is yourself is how can you use these to track your return on investment (ROI)? Just by setting these up and watching them, you can do this pretty easily. You want to focus on what are the most important areas. For example conversions, website traffic, and even reach. Setting up a schedule of how often you want to track these, can help you determine if you met your goals for that period.
Outsource Social Media Analytics
Can or should you outsource your social media analytics or keep them “in-house”? Ask yourself these questions:
- What amount of time do you have in your week?
- Will it take away time from your core activity?
- Do you know how to do them?
- What is your budget?
If the answers are no, no and yes, you want to outsource this to a virtual assistant who has the skills to do these.
Social media analytics is an important part of your strategy and when done correctly, are very beneficial to you.
[contentbox width=”700″ borderwidth=”1″ borderstyle=”solid” bordercolor=”006699″ dropshadow=”0″ backgroundcolor=”F5F5F5″]John Hardy is a virtual assistant serving the Greater Boston area specializing in Microsoft Office and social media management.