Social Media Marketing Metrics to Track
If you’re spending valuable time and effort on social media, you should also spend some time tracking what’s going on for each of your social networks. When we first got into social media, the analytics weren’t there – it was very much a manual process. But these days, there are many ways to track your data: Google Analytics, Facebook Insights, HootSuite, etc. In addition to visitors, total fans/followers, and click-through rates, consider adding these six metrics to your marketing reports:
Time Spent Per Page – Evaluate the content that people are spending a lot of time on. Perhaps the page is confusing or not informative enough. Maybe pages you want people spend time on, aren’t getting enough attention. Analyze and adjust.
Retweets – But not just retweets; favorites, replies, comments, shares, etc. all increase the reach of your message and your brand. Look at what is getting the most interaction. Track results. Post more content like the successful stuff!
Unfollows and Defriends – Monitor when you’re dropping followers and fans and attempt to understand what is making them move elsewhere.
Seven-day and 30-day Active Users – Track those users who are coming back for more of your content. Are the returning to the same things? Something new? Same times and days?
Exit Page/Last Page Visited – So you’ve got someone to visit your website. For those who are visiting more than one page, where are they leaving? If a good percentage (even 5%) of your visitors are exiting from one particular page, you may want to do some editing.
Human Response Lag – Track the amount of time between a potential or existing customer reaching out to your company and a sales rep connecting with them. Always work on shortening this gap!
Of course, you shouldn’t limit yourself to only tracking these six metrics. The possibilities are nearly endless. I like to keep my reports in an Excel document. Social calls for a more attentive eye, but you can find a balance that works for you and your time management! What else do you track? Let us know in the comments, and check out how we do social on the Encharter Insurance Facebook!
–Alyssa : )
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