Broad metrics are not always the best way to determine the success of your social content efforts, but reach bucks the trend by offering a quick and insightful snapshot of the exposure your content receives. The higher the number, the better. You can also dig into individual posts to analyse their reach. Most social media platforms should offer easy-to-access reach stats via an insights page.
Brands often post content with the aim of driving people to click through to a corporate website. If you want to see how well you are doing in this regard, keep an eye on referral traffic. The best tool for tracking referrals is Google Analytics, where the “Social” hub will offer a simple overview of how various social media platforms are performing and whether they are converting. You can increase the number of referrals by including more calls to action in your social posts.
Getting people to your webpages is important, but did they actually stick around and delve deeper into product or service views? The bounce rate will give you the answer. Low bounce rates are best. If your bounce is high, it may be due to an issue with site content. You can measure this metric through Google Analytics via the “Acquisition” tab and under “All Traffic”.
Engagement is a crucial metric across various types of content marketing and social media is no different. Engagement figures will show you the ways that consumers are interacting with your content. You will be able to find out whether infographics or editorials resonate best, which is great for supporting future decision-making. A few engagement metrics to run the rule over include average engagement, amplification rate and virality rate.
Demographics matter in social marketing too. You should analyse your followers based on demographics such as income, gender, location and age as these feed into buyer personas, personalisation and hyper-targeting. Consumers want content that is relevant and important to them. If content is not aligned with their needs, revise your strategy so that you can provide more interesting and informative materials. You can use the insights tool on various platforms – for example, Facebook Audience Insights – to see relevant demographic data.