How to Analyze Your Social Media Marketing Results
One of the most important aspects of social media marketing is ensuring your efforts are successful in helping you meet your goals. To determine this, you’ll need to keep track of all of your posts, on every channel. You can do this by reviewing and managing your social media marketing results.
Social Media Metrics
Social media metrics are data related to the success of your posts and your impact on your audience and customers on various platforms. These metrics may include data about your level of engagement, likes, follows, shares, and all other interactions on each platform.
Here are 10 of the most important metrics for you to track:
- Engagement: This includes clicks, comments, likes, and replies on your social media posts. There are also platform-specific types of engagement such as “Saved” posts on Instagram and “Pinned” posts on Pinterest.
- Reach: The number of people who have seen any content associated with your page or profile is your reach.
- Followers: This is the number of people you have on your profile who have clicked your “Follow” button and see your content in their feeds regularly.
- Impressions: This is the number of times a post from your profile or page is seen, whether or not your audience members click on it. This is often what happens when someone is scrolling through their newsfeed, but not clicking on anything.
- Video views: On Facebook, Snapchat, Instagram, or any other social channel with video capabilities, this is the number of views each gets.
- Profile visits: The number of people who have opened your social media page is your number of profile visits.
- Mentions: This is the number of times your profile has been mentioned by audience members in their posts.
- Tags: This is when your audience adds the name of your company’s profile or your hashtag to another post.
- Reposts: This is when a member of your audience posts a piece of your content on their profile.
- Shares: These are the posts your followers and audience take from your profile and share with their network.
You can influence all of these metrics, increase your social following, and improve overall engagement on your profile by using the same tactics you would to generate leads and boost conversions.
Morgan adds that the metrics you focus on will depend on which season you’re in. Here’s her formula:
- If you’re new, focus on building an audience and awareness. Key metrics: reach, impressions, audience growth.
- If you’re growing, focus on building trust. Key metrics: Likes, saves, comments, DMs.
- If you’re established, focus on retaining and nurturing. Key metrics: Likes, saves, comments, DMs.
- If you’re launching something, focus on selling. Key metrics: DMs and clickthrough rate
How to Measure Social Media Metrics
You can review social media marketing results in a variety of ways. For example, you can use the analytics tools built into the various platforms you use. Here are a few examples:
You might also choose to use an analytics and tracking tool such as Google Analytics. This is a great option if you want to track your social media and website metrics. Lastly, many social media scheduling solutions — as we reviewed earlier — have monitoring and tracking features automatically built-in.
All of these metrics tracking tools will give you a better understanding. Like what your followers and audience respond well to and what you should consider modifying to improve engagement.
Now that we’ve reviewed the benefits of social media marketing and how to build your strategy, let’s talk about the various resources available to help you along the way.
Social Media Marketing Resources
There are a plethora of social media marketing resources you can use to build a social strategy for your company. You’re bound to feel more confident about working on your company’s social media marketing initiative with the help of the following courses, training, and books.
Social Media Marketing Courses and Training
Here are three ways to earn an education in the field of social media marketing. If you feel it’s necessary for your specific business situation.
1. Earn a certificate administered by a company.
A certificate is a quick and simple way to gain a deep understanding of social media marketing courses.
Many companies offer a free social media certification course, which teaches you how to engage with your customers and improve conversions. You’ll also get a better understanding of how to develop your strategy, extend your reach, and measure your social media ROI.
LinkedIn Learning is another platform where you can earn certification and share it on your profile.
2. Leverage YouTube university.
YouTube is a goldmine when it comes to educational content.
With a quick search, you’ll find hundreds of long-form videos that offer in-depth courses on social media marketing. Granted, you can’t connect with a live educator. However, it’s free and can be a great starting point before you dive into a paid course.
Social Media Marketing Books
Reading relevant content about social media marketing is another great way to learn more about the field. Here are a few examples of some highly-regarded books on the topic.
This New York Times Bestseller covers the reasons why being likeable and engaging with followers on social media is one of the most powerful ways to grow your base of customers and promoters.
The book teaches you how to make impactful content for your followers to interact with and share with their networks. Author Dave Kerpen also describes why you need to ensure you’re consistently delighting your followers to avoid losing them at any point in time.
2. Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World by Gary Vaynerchuk
According to author Gary Vaynerchuk, the key to social media marketing success isn’t about pushing out a lot of content — it’s about pushing out specific content tailored towards your target audience and using the right platform to do so.
In his book, Vaynerchuk covers how to do this as well as connect with your followers and customers on a deeper level through social media. You’ll learn how to create memorable and unique content that stands out in comparison to the competition’s content.
HubSpot’s CMO, Kipp Bodnar, writes about the ways B2B businesses can generate more leads and conversions through social media marketing.
There are actionable methods you can take to increase your base of followers and drive leads as well as understand the ROI of various B2B social media marketing strategies.
Read also – Social Media Marketing: The Ultimate Guide
Emerging Social Media Platforms
Recent Research found that marketers are constantly on the lookout for new or emerging platforms, as often as even week.
Though it takes a while for platforms to take off, once they do, you want to have a plan in place for how you’re going to tackle it.
For instance, brands like Chipotle were one of the first to try short-form video content on TikTok. As a result, they have a strong presence on the platform while many others are still struggling to find their place.
Emerging platforms can offer a new avenue to reach your target audience in a way that may be more effective than what you’re doing now. Clubhouse and Discord are among some of the most popular emerging platforms.
Read Also – Benefits of Social Media Marketing
Start Marketing on Social Media
Considering there are billions of people on social media today, it’s easy to see why so many businesses and marketers use the channel to promote their products and engage with customers, just for Social Media Marketing Results.
Although determining your company’s social media course of action may seem daunting, you can avoid feeling overwhelmed by understanding social media marketing trends and using some of the many resources available about the topic. So, start working on your business’ social media marketing strategy today to increase your number of followers, improve engagement, and boost conversions.
Read also – How to Create a Social Media Marketing Strategy