Looking to gauge your success on social media? Use social media metrics! They are also referred to as Key Performance Indicators (KPI’s). These are great tools to use when analyzing your profile. Metrics such as growth tells you how many followers you have and how fast you’re building a following. Then, things such as reach, engagement and impressions can show you how many people are seeing your content and how they are interacting with it. Content and sentiment can show you how people feel about what you’re creating. All of these can help you better your profiles. Let’s look at how to determine what metrics can be used to answer these questions.
Who is my audience?
To get a good idea of exactly who you are reaching, it is a good idea to look at your reach and engagement. Your reach will tell you how many people are viewing your content. Do you have a large audience? Where are they predominantly from? You can then determine the basic demographics of your audience. Engagement will tell you who is commenting, liking and sharing your posts. This is where you can learn more about who your active audience is. You might have a lot of different people viewing your content, but who is interacting with your posts?
Am I doing better than my competitors?
For this, you are going to want to focus on growth. How fast is your platform growing? If you are continuously expanding your audience, that is a good sign. It’s a good idea to also track the growth of your competitors. You can compare your growth to theirs. If they are expanding more rapidly, it might be time to re-evaluate your strategy.
What are people saying about my brand?
A good content creator listens. In order to improve your account, you need to take a look at what people are saying. Sentiment is extremely important. Are users happy with what you’re posting? Do they have any suggestions or questions? It helps to pay attention to your online reputation. Are you going to please everyone? Of course not, but it’s crucial to be aware of what people are saying about your content.
When is the best time to publish?
This is a great question. As I touched upon in one of my recent posts on Instagram Influencers, the timing of your posts can have a great effect on how many people see and interact with your post. I would suggest playing with different posting times to see what works best for your audience. Watch your engagement and compare different posts. For some, they see success in Sunday evening posts but others see a spike in the early morning when folks are waking up and checking their feeds for the first time.
Which content does my audience enjoy the most?
Knowing your audience is arguably the most important aspect of social media success. You have to know what content your followers want and you have to do it well. For this, I suggest looking at engagement and sentiment. What content is your audience liking, commenting on and sharing the most? More importantly, what are they saying about it? If find that your audience loves more candid, funny content find ways to work more of that into your account. Again, it is important to listen to what your followers are saying
Which social media network is the best for my brand?
When choosing which network is best, look at your growth. Is your Instagram audience doubling each week? How many YouTube subscribers have your gained this month? It is also important to understand why you are having success on a certain platform. Different audiences look for different types of content. For example, young kids often do not have access to an Instagram or Twitter account, but they probably watch YouTube videos on a tablet or computer. Sports fans love to follow their favorite teams, athletes and organizations on Twitter. By watching where your growth, engagement and impressions are booming, you can find the best social media network for you.
How can I have a better performance on social media?
This is a big question and for this you really need to consider your growth, reach, engagement, content and sentiment. Look at your overall image. How can I grow more followers? Is it through advertisements? More content? Collaborations? You need to see what gets the most views, exposure, likes, comments and shares. After seeing what is most popular, you can start to build a more coherent image that your audience will love. It’s all about seeing what works for you and your audience. Most of all, make content that you are proud of. People will see how much passion and effort you are putting into your platforms and will react accordingly.