What can we measure?
Volume/Acquisition– We want to keep looking at these numbers to better understand what posts work better than others and what attracts people which leads to Engagement
Total number of likes/follows
New likes/follows
Lost likes/followers
Engagement-This is where we want to learn how much our audience interacts with our content, what posts the audience gravitated more to, and how they interacted. Keeping an eye on:
Impression/Views
Re-posts/Shares/retweets/pins
Likes/Comments
CTR on a post
Engagement rate (e.g.number of comments per total views
Conversions– From volume to engagement, now you have to look at your conversion. All the like comments and impressions, if you’re selling a product is that selling? if that’s not your goal what is your goal from the likes and follows? Whatever your end goal is you want to make sure that your conversion rate is increasing.
Conversion rate (users who purchased/total number of users who have seen the piece of content*100)
Purchase frequency/likelihood maybe consumers who engage with a social media piece are generally more loyal customers
Social Listening– You want to be on top of your company brand/product, but also to be on top of your competition, improve customer service and so much more. What are the phrases that are used associating with your company or other companies that may be your competition?
Tracking of social media conversations revolving around a company, brand, or phrase
Actively trying to understand online conversations
Social listening software- Sproutsocial, Nuvi, etc
Ask yourself if a lot of mentions are a good thing
Sentiment Analysis-This is where you want to know what is the customers’ perspective on you and your product/brand. You want to ask yourself if people see the value, in your product/brand, does it function for them?
The power of opinions, attitudes, and emotions expressed
test analysis/content analysis using computational linguistics to identify and extract subjective information
Ask yourself what people think of your brand/products
