Knowing Which Metrics to Track on Each Social Media Platform

So, you have all of the influencers posting to their blogs and social media accounts. Awesome! You should start to see mentions and engagement increase across the board. With all of these fun activities happening all at once, do you know which metrics should be tracked on each platform? With influencers posting to blogs, Facebook, Instagram, Pinterest, and Twitter (to name some of the heavy hitters), there are a lot (and I mean a ton) of moving parts and pieces that need to be recorded and tracked. Feeling overwhelmed yet? Don’t be. We’re here to help!

Knowing Which Metrics to Track on Each Platform

Which Metrics Should You Track on Each Platform?

With new social media platforms popping up on almost a daily basis, let’s narrow in on which metrics for the top six social media platforms.

Facebook

Track the following metrics:

  • Engagement:
    • Sponsored Update Likes
    • Page Likes
    • Shares
    • Comments
    • Update Views
  • Ads:
    • Relevance Score
    • Cost Per Result
    • Results of Your Campaigns
    • Frequency

Drive ROI by doing the following:

  • Incorporate video content ASAP. Video content has a highest demand now. With advanced technology, videos don’t necessarily cost much. More free apps are available with good tools to use and enhance quality.
  • Activate your brand’s most powerful influencers. Facebook is prioritizing content from friends and family. It’s easy to relate to content from someone you know. It has a personal touch that opens avenue for discussion, thus, increasing reach and engagement.
  • Do fewer links, more photos, and more tags. People mostly are visual. It’s best to give viewers the taste of how your content looks like rather than leaving them with just a link. Links are good, but with them alone could bore the viewers. Instead, tap into their curiosity by diversifying your promotions.
  • Engage and don’t wait for your audience to interact first. It’s simple logic—social media is where we interact. As a business, you don’t need to wait for prospects to become your customer. You need to be a little aggressive in engaging more users to increase your visibility. As Sprout Social puts it, you can’t sit back and wait for your followers to interact. You can’t reach everyone, but there are ways to increase engagement.

Instagram

Track the following metrics:

  • Followers
  • Likes
  • Comments
  • Organic Impressions
  • [Instagram Stories] Number of Replies
  • [Instagram Stories] Swipe-Through Rates
  • [Instagram Stories] Number of Views

Drive ROI by doing the following:

  • Post with a Purpose: It’s all about your posting strategy.
    • Use relevant hashtags
    • Apply Instagram geotags
    • Include a Call-to-Action (CTA)
  • Connect your customers to your content. Good content consists of relevant ideas and has the ability to provoke relatable emotions that lead to discussion.
  • Create a “big picture” strategy. It’s best that you have already mapped out your strategy. Just keep a more flexible attitude towards changes. Put strategy behind what, when, and how you will post.
  • Use videos since they are the most attractive means of reaching more people.
  • Use Instagram ads to generate more leads. Ads can be helpful to drive more traffic and increase the number of customers.
  • Ask your target audience to “tag a friend in comments.” By tagging a friend, your content becomes more visible and it can spread quicker. 

Pinterest

Track the following metrics:

  • Followers
  • Sponsored Pin Clicks
  • Pin Saves
  • Pin Appearances

Drive ROI by doing the following:

  • Convert your account into a business account to generate more leads.
  • Create unique pin images that stand out from millions of pins.
  • Make sure your images are stunning and visually interesting because there is a greater chance that people will repin them.
  • Make sure the images can easily be seen. You have at least 800 pixels.
  • Add pictures to every blog post. Your followers may pin your images to their board(s).

Snapchat

Track the following metrics:

  • Story Views
  • Time Spent Viewing
  • Reach
  • Average View Time
  • Story View Percentage

Drive ROI by doing the following:

  • Give audience the direct exposure of live events.
  • Tell a story on Snapchat via a series of snaps.
  • Share promo codes for your products and services.
  • Go with a fixed number of stories per month. A fixed number of stories per month helps you build an audience that waits for your stories.
  • Take followers behind the scenes.
  • Create a “Geofilter.” This also helps your brand when your audience add your filter to their pictures and share it to their friends. They can also use it in their “story.”

Twitter

Track the following metrics:

  • Followers
  • Retweets
  • Favorites
  • Comments

Drive ROI by doing the following:

  • Share attention-grabbing graphics, motion graphics, and videos.
  • Share other sources and influencers’ content so that your channel might become a valuable resource of information of relevant topics. Remember to tag and @mention the content source to increase attention, likes, and shares of your own content.
  • Ask questions and engage your community in polls. Having a Q&A within a community is a smart technique. This can not only boost your engagement but can also get a better insight into what’s of interest to your customers.
  • Reply to comments since the replies will encourage fans to engage more with the content in the future.
  • Be smart about hashtag usage. Take into consideration community hashtags (general hashtags that may boost your presence in your niche), as well as branded hashtags (created by your company to increase brand awareness).

YouTube

Track the following metrics:

  • Views
  • Watch Time
  • Likes
  • Shares
  • Number of Subscribers
  • Impressions
    • Impressions tell you the potential reach of your content. They reflect impressions generated by your thumbnails on YouTube, including thumbnails on the homepage, subscription feed, search, and “up next” section
  • Impressions Click-Through Rate (CTR)
    • The impressions CTR shows the percentage of impressions on YouTube that turned into views
  • Unique Viewers
    • This terms represents the estimated number of different people who watch your videos over a period of time. You can compare your audience size to your subscriber base.

Drive ROI by doing the following:

  • Live-stream videos (Note: You need to have 1,000 subscribers to stream live videos, but with live stream, you can gather more viewers with your fresh content.)
  • Use hashtags to make your content found on YouTube.
  • Adapt to mobile. Your videos should be accessible anywhere anytime. The YouTube app on Android and iOS smartphones is the most preferred among people aged between 12 years and 60 years to watch videos.
  • Provide a proper response to viewers comments. Not answering creates a poor impression of a brand or company. Let the viewers feel you welcome their feedback and that their opinions and suggestions are important.

Wrapping It All Up

So, that was probably a lot to digest, right? When it comes to metrics, each platform is different. It’s super important to create a system (automatic and/or manual) that works for you. Make sure you test the system and have it in place prior to the start of a campaign. That way, throughout the campaign, you can make sure you can track metrics properly. At the end of the campaign, you should be able to wrap everything up into a nice package that will impress your client and keep them coming back for more.

What metrics do you typically track?

4 Key Marketing Metrics You Need To Be Tracking

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