Social media campaigns are a major investment. Although you can sponsor a post for just a few bucks, that money can add up quickly. Brands spend an average of $4,000 to $7,000 per month on social media alone.
Not only does social media require money, but it’s also a heavy investment in terms of time.
Planning, scheduling, and tracking your social media campaigns makes for a full-time job. If you’re a one-person team or trying to manage social media on top of other jobs, we know how easy it is to feel overwhelmed.
To top it off, each social media platform provides a broad range of comprehensive analytics for pages to use at their disposal. While these figures are nice, they can also feel oppressive when you aren’t sure what to track or where to focus your attention.
All the essential social media campaign metrics you need to know for success
Read on to discover the top social media campaign metrics for each major platform, as well as how you can use these figures to your advantage to improve your social metrics.
Essential Facebook social media campaign metrics
Facebook offers the widest range of metrics for businesses and pages. Simply head over to your brand’s Facebook page and click on Insights. You’ll be taken to an overview where you can browse all of your top insights.
Facebook provides plenty of information on new page likes and where they happen. You can also view a separate (but similar) tab on page followers.
On the Likes tab, you can see page likes, net follows, and where your likes came from, such as posts, searches, or other sources.
You can check the reach of both your page as a whole and individual posts.
To start, you can click on Reach on the left-hand side of your dashboard and scroll down to the bottom to see how many users had any content from your page on their screen.
On this tab, you can also see
- How many users saw any of your posts
- Page engagement, including overall reactions, comments, and shares
- How people reacted to your posts (like, ha-ha, sad, angry, or love)
- Negative actions such as unfollows, hide all posts, and reports for spam
Using the slider, you can change the timeframe to check your page’s performance over any preferred time period. Facebook also lets you choose preselected times, such as quarterly or yearly options. You can then compare these results over time to see how your page’s performance changed.
Post reach and engagement
Clicking over to your Posts tab, you can view all the important social metrics for your individual posts.
For videos, Facebook provides some of the most comprehensive social media campaign metrics. On the initial screen, you can check the specific metrics of your video, including the total amount of minutes watched, average watch time, and how many users watched the video for at least three seconds.
Clicking over to the Posts tab on this screen will give you a breakdown of how your video performed as a post. Just as with a typical link or text post, you can see how users reacted, what they clicked, how many users saw the post, and any negative feedback as well.
Making the most of your Facebook social metrics
Facebook wants to make its platform friendly for advertisers, so they provide plenty of insights to help you make the most of your page.
For one thing, you can see when your users are most active on Facebook. You can use this information to schedule posts at the right time.
Facebook also lets you know about negative actions, such as unfollows and hidden posts. Use this knowledge to tweak your content in the future or narrow down your niche.
By clicking over to People, you can see where the majority of your fans, followers, and engaged users live. You can then use these social metrics to expand languages, content, or markets.
Essential Twitter social metrics
Twitter isn’t as comprehensive as Facebook, but it does offer a few social media campaign metrics for you to understand how your accounts, pages, and posts perform.
One major plus Twitter has over Facebook is that individual accounts can schedule and promote posts. In other words, you can sponsor, schedule, and analyze engagement for posts on your personal account simply by providing a credit card number. On Facebook, only pages have access to these features.
Click on Analytics and select Tweet Activity from the drop-down menu. Here, you can organize your Tweets by dates and performance to see where you excelled and where you fell flat.
Unfortunately, Twitter only allows you to view top tweets over a maximum 91-day period. However, Twitter does provide some nice graphs, and it’s very easy to export your data for comparison.
Twitter’s audience insights are organized, simple, and get straight to the point. You can easily view your followers’
- Region and locations
Making the most of your Twitter social media campaign metrics
While Twitter doesn’t provide as much detail as Facebook, the social metrics are far less overwhelming and much easier to digest.
Since your top-performing tweets take center stage, you can see where you thrive and focus on those areas.
You can also browse the insights to check out specific demographics and gain a decent understanding of your audience. Not only does this help with sponsored posts, but you can also use this information for email marketing and content creation in the future.
In your Mentions and Replies, you can track down your most-active followers as well.
Essential Instagram social media campaign metrics
Instagram used to be a lackluster platform for businesses. Since getting absorbed by Facebook, however, Instagram business has expanded its available social metrics.
You can also convert your personal page into a business page.
Post and page performance
You can easily track the performance of your page and certain posts by heading over to your Instagram social media campaign metrics dashboard.
Here, you can check how many accounts you reached, how many users saw your posts, and where they encountered your posts, such as the homepage, your profile, and hashtags.
You can also click on individual posts to check the reactions, comments, saves, calls, email, reach, and other actions.
Instagram’s audience insights are very simple but provide just about all the information you need to run successful campaigns. You can easily see where your followers live and when they’re most active on the platform.
How to use Instagram social metrics to your advantage
Instagram’s detailed metrics on hashtag reach can help you figure out which hashtags are working for your brand so you can tweak your tactics accordingly.
You can also gain a decent understanding of where your audience lives so you can provide content at the right times.
Essential LinkedIn social metrics
LinkedIn recently expanded its social media campaign metrics and audience insight capability. It’s extremely similar to Facebook now. We don’t want to repeat too much, so we’ll just jump into some of the main points.
Post and page performance
Although not quite as extensive as Facebook, you can view somewhat detailed information about your LinkedIn post and page reach as well as engagement.
By clicking onto your Analytics tab, you can browse all of your posts for impressions, clicks, interactions, and new followers.
You can also improve your relationship with your audience by clicking over to your Audience Insights. Due to the nature of LinkedIn as a professional networking platform, you can check your followers’ positions at their company and other industry-related details.
How to use LinkedIn social media campaign metrics to your advantage
Once you know the general professional roles of the people who follow you—such as senior vs. entry level—you can work on expanding your network based on your specific goals.
You can also use the information from your post reach social metrics to understand which types of content your followers appreciate. Use this information to create future content and browse your connections for potential leads and networking possibilities.
If you don’t spend much time on any specific platform, it’s normal to feel overwhelmed by the amount of data at your disposal. Keep a few things in mind:
- Facebook provides the most comprehensive social media campaign metrics and audience insights.
- Track your most-active followers across all platforms.
- Use the information from social metrics to create future content, improve weaknesses, and highlight strengths.
To avoid stressing yourself out, narrow down your efforts to just two platforms based on where your target audience hangs out. Don’t forget to interact with your followers through comments and retweets to improve your engagement and build trust too.
Working on analyzing your marketing metrics? Keep the momentum going by learning the top 17 email marketing metrics every marketer needs to watch.