May 22, 2018 · 4:24 pm

4 Social Media Metrics to Watch and 1 to Ignore

Don't get lost in a sea of metrics that don't matter.

By Kelly Johnson

Likes, page views, reach, engagement — all of these metrics, plus a host of others, are available for you to measure your social media success. However, which ones matter? Is it essential to monitor and report on all of them? How can you decide what’s actually relevant to your goals?

Knowing which metrics to monitor and report is a common problem that most social media managers, influencers, entertainers and small businesses face. But don’t worry — we’ve got you covered.

We narrowed it down to the four social media metrics you should pay attention to and one you should deprioritize. Take a look.

4 Social Media Metrics to Monitor

The social media metrics you monitor depends on your business and marketing goals. But, when you’re trying to build, nurture and maintain an audience, you’ll need to monitor these metrics.

1.New Followers

New followers are the number of unique visitors that have liked your page. New followers have indicated that they like your brand, product, service, or content and they want to learn more. But not all new followers are created equally; look at your new followers to see whether you’re being followed by people who are actually fans, or if they’re just bots or opportunistic followers looking for follow-backs.

Pro Tip: Check this metric every week to see if you’ve acquired or lost any new followers. If you’ve gained new followers, then your content has a strong value proposition and is connecting with new visitors. If you’ve lost followers, then maybe it’s time to look at content and to see what you can improve.

Also, ensure that you have real people as followers, not social bots — software that acts as a follower. You want to attract and maintain a real audience to truly achieve your social media goals.

2.Engagement

Engagement tracks the number of likes, shares, or interactions your visitors had with your social posts. This is an ideal metric to monitor if you want to know if your posts are resonating with your audience.

Pro Tip: You should monitor your engagement on a weekly basis. If you have posts that have little to no engagement, then rethink what kind of content actually resonates with your audience. Conversely, if you have posts that have high engagement then think of how you can replicate that success with future posts.

3.Reach

Reach is defined as the number of people that saw your page or posts. This metric indicates if you have the potential to broaden your audience and further your brand.

Pro Tip: Check reach on a weekly to monthly basis. If your goal is to find new fans, followers or customers then consider using a hashtag strategy to extend your reach. Use tools like Hashtagify to see which hashtags are trending and include them in relevant posts. Your post could get picked up in a new visitor’s feed.

4.Traffic to Your Website, a.k.a Referral Traffic

This metric helps you understand if your social posts are driving traffic back to your website. Most tools call this  referral traffic. Driving visitors to your main site gives them an opportunity to learn more about your product, services, or events, or can help increase your sales.

Pro Tip: Ensure that your social channels have links in your bio or in the posts themselves to help guide users to your website.

One Social Media Metric to Ignore

1.Facebook Page Followers

Facebook still matters, but not in the same way it used to. Deprioritize attempts to gain more followers on this channel. Privacy policy woes and algorithm updates have shifted focus away from publishers, brands or ads being discoverable in a user’s feed, and have placed more value on friends’ posts.

Pro Tip: Your Facebook page has become a second website for you and your business and can house the occasional update or news about an event. But don’t expect to get organic engagement from your content without paying to boost it — that’s the old Facebook. Think of Facebook as a channel for engaging in communities and advertising.

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