Here are five simple, but oh-so-usefulsocial media metrics you should be measuring right now.
The first — and easiest — social media metric to measure is volume.
What is the size of the conversation about your brand or your campaign? Volume is a great initial indicator of interest. People tend to talk about things they either love or hate, but they rarely talk about things they simply don’t care about at all.
While volume can seem like a simple counting metric, there’s more to it than just counting likes and wall posts. It’s important to measure the number of messages about your brand, as well as the number of people talking about your brand, and track how both of those numbers change over time.
Facebook insights has a useful metric, cleverly called “people talking about this” that measures how many unique people have posted something to their walls about your brand page.
Learn when volume is higher — are there days or times when more people seem to be talking about your brand? You can use this information to focus more of your own posts during these times to get more engagement, which we’ll talk about in a minute.
Reach measures the spread of a social media conversation.
On its own, reach can help you understand the context for your content. How far is your content disseminating and how big is the audience for your message? Reach is a measure of potential audience size.
And of course, a large audience is good, but reach alone does not tell you everything. Reach becomes very powerful when compared to other engagement metrics. Use reach as the denominator in your social media measurement equations.
Pick important action or engagement numbers like clicks, shares and comments, and divide them by reach to calculate an engagement percentage. Of the possible audience for your campaign, how many people participated? Reach helps contextualize other engagement metrics.