At the Beyond Boss Agency, we get A LOT of questions about social media metrics: what they are, how they work, and what the big damn deal is about them anyway! Breathe easy friends, we are here to give you an quick rundown of the what, why, and how’s of social media so you can have a clear and basic understanding of Social Media Metrics!
Let’s start off easy with Engagement Rate.
What is it: Engagement rate measures the level of interaction your content receives, including likes, comments, shares, and clicks. This is where the magic happens and calculates all the interaction from your followers! So, if folks are sharing and liking this is where that information would be accessible.
Why it’s important: It gauges the quality of your content and how well it resonates with your audience.
How to track: Social media platforms provide engagement metrics within their analytics tools in business and creative accounts so when you are in your account head over to your dashboard and look for words like insights or analytic tools. A quick google search will also help you with your preferred social media platform.
Another great metric is Reach and Impressions! This metric starts to dive in deeper into your content.
What are they: Reach represents the number of unique users who see your content, while impressions count the total number of times your content is displayed, including multiple views by the same user.
Why they’re important: Reach indicates your content’s potential audience, while impressions show how frequently it’s seen. These metrics help assess your content’s visibility.
How to track: Social media platforms offer reach and impressions data in their analytics as well. Review these regularly to gauge your content’s reach and impact and make sure it’s lining up with your expectations, if you are having trouble you may need to research further or find an agency that can help you get clearer!
Click-Through Rate (CTR) sounds fancy but it’s really easy to understand and can have big impacts on gauging how interested folks are in what you are offering or where you are trying to get their eyes on things.
What is it: CTR measures the percentage of users who clicked on a link within your posts an emails, taking them to your website or landing page.
Why it’s important: It shows how effective your content is at driving traffic and conversions. You can use this information to reword your copy or calls to action on your website or emails. And if you log things for a few months you may start to see a pattern from people. Maybe they really like your emails that are more nurturing and less salesy. Make notes and try different things!
How to track: Head over to your analytics page on your website, email, or social media platform and see how many people are clicking or aren’t and then take that information and tweak as needed!
Ahhh yes, the good old Conversion Rate. You love to hate it and hate to love it! But it can help us see the most important part of our business-who’s following though to the end.
What is it: Conversion rate tracks the percentage of users who completed a desired action after clicking on your social media content, such as making a purchase or signing up.
Why it’s important: It directly measures the effectiveness of your social media campaigns in driving tangible results and ROI.
How to track: You can monitor your conversion rates through your analytics page on your preferred social media platform and there is also a wealth of information on your website that can show you who clicked where, etc.
Finally let’s take a peek at your Follower Growth Rate, the one EVERYONE is concerned with and that we get asked the most about lol!
What is it: Follower growth rate calculates the rate at which your social media following is increasing.
Why it’s important: It reflects the health and appeal of your social media presence. Rapid growth can indicate successful strategies buuut not always so be mindful of the practices you are using to get and gain new followers.
How to track: Divide the net new followers gained over a specific period by your total followers at the beginning of that period. Multiply by 100 to get the growth rate percentage. Or head over to that analytics page that is so VERY helpful in figuring out your overall metrics!
We hope that this quick post just gives you a clearer understanding of all the things we are talking about when we talk about what we do and how we do it. But most importantly knowledge is power and the more you know the more you can do with it! At the end of the day, we believe that truly authentic connection will lead to growth BUT always remember:
It’s not about the most clicks, the most shares, the most followers, it’s about the QUALITY of your following. We have had clients with 600 followers who were VERY successful and clients with thousands of followers struggle to get their desired results.
Quality v.s Quantity. Every. Damn. Time.