So your business is on Facebook and Twitter and you even blog regularly, but how effective are these strategies? One of the best ways to gauge your social media campaigns is by looking at the available data and metrics that matter most to your business, which often include referral traffic, engagement and sentiment.
Tools like Google Analytics show you exactly how much incoming traffic is referred to your site from each of the social networks, how long these visitors stayed and the number of pages they’ve viewed. This information can give you key insights to help you align your content efforts and landing pages according to what works. Other great tools to help you determine your share of voice on a given topic and engagement are SocialMention and Sprout Social.
Measuring Social Media Success
Besides 3rd party tools like Google Analytics, you can use the social networks and their in-house metrics directly to measure your success and progress on each website. For instance, sites like LinkedIn already show you how many times your profile and content have been viewed. Still, remember the true sentiment of your fans can’t always be determined by the mere number of fans, likes, or followers you have. Rather, it can be determined by how people are engaging and interacting with your content – so be sure to monitor comments and mentions of your brand real-time.
Facebook – Friends, Likes, Comments, Shares
Twitter – Followers, Retweets, Responses
Pinterest – Likes, Repins
LinkedIn – Connections, Profile Views, Business Followers
Blogs – Visitors, Keywords, Comments, Links
Some channel-specific tools you can use to measure social media engagement are Booshaka, Klout, Piqora and Blogpulse. Other popular social media management and monitoring dashboards include Hootsuite, Heartbeat and Netvibes. It’s important to figure out what content works best and when: for example, tools like Tweroid for Twitter offer reports to highlight when your Tweets will get the most exposure.
While the infographic mentions that businesses should only post one to two times per day on social media to optimize engagement, there are other factors your business needs to consider before deciding on an output like desired referral traffic and growth. I’ve found that if you post quality content, your fans will want to see it as often as it’s available, and many large publishers will post frequently, perhaps one or two times an hour, just to generate as much traffic and new fans as possible.