Learn about applying social media metrics.
- Businesses ask me this question every day. How do I know if social media works? I'll walk you through what to measure from social media campaigns, and how to read those measurements. Measuring social media simply starts by finding the amount of conversation. This answers the question of how much the company or brand is talked about. Related to this, is share of voice. This metric calculates the total mentions of a single brand or product within an industry.
By comparing the share of mentions to competitors a company can measure their visibility and brand awareness. The next step is measuring what is being said. This is the sentiment measurement of positive or negative statements made about a company, product, brand, or person. This is someone's review of opinion of a product or brand. And it can be as simple as a love it, great experience. Or hate it, I'll never go back.
This can be tracked over time. To see the long term results of a social media engagement plan. The next question is how far? This is known as the reach, or amplification. This measures the sharing of a post or video. This leverages the most powerful aspect of social media: the network. The amplification rate measures the shares reposts, retweets, or video embeds.
This provides a measurement of the content your followers find valuable, and interesting enough to share. Amplification also carries the value of increasing your network as you gain exposure to new users. So if you make a post, what are the measurement steps? At first, views provide and indication of an individual post's reach. Then the social conversation rate. A conversation rate measures the number of audience replies per post. If conversation is the goal of social media, then comments on a post is a conversion.
After this, look at the applause rate. This measures the number of likes for social media posts. Researching posts or content with high applause rates can help you find the content or subjects that people love. Then you can give them more of what they want. Engagement is the next metric which measures likes, video views, comments, and shares. An engagement rate is the number of actions or engagements divided by views or impressions.
So if I have a post that gathers 400 likes and comments, and one hundred thousand impressions the engagement rate is .4 percent. Here's a measurement example from my LinkedIn feed. There are 801 views of this post. There's my starting metric. Two comments, divided by 801 views is a social conversion rate of .24 percent. The applause rate, 11 likes divided by 801 views is 1.4 percent.
The engagement rate, 11 likes plus two comments equals 13 divided by 801. An engagement rate of 1.6 percent. Finally, the resulting business value. If you are driving people to click through a post to a landing page, then you measure the click through rate of the post to the landing page. If they buy or a complete a lead form, then you can measure the conversion and the return on investment of that post and the campaign as a whole.
Social media has had a notorious past of lacking clear measurements. But now, use these metrics to evaluate your posts and find what works and why your followers love it.
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