5 Interesting Social Media Metrics You Should Track

Tracking social media metrics is essential for marketers and business owners that are using social networks for marketing. To find out whether your efforts are resultful and to optimize them, you need to take a closer look at data. Which metrics are worth tracking and can provide you with the most interesting insights? Read on to find out!

Conversion rate

To measure conversion rate you need to use an URL shortener, such as RocketLink, to track your link clicks. Divide the number of conversions per total number of visits from the particular link and multiple by 100. The result will be a conversion rate from the given campaign.

Social share of voice (SSoV)

Mentions online can be direct or indirect. Direct mentions, for example on Facebook, are posts and comments where your brand is tagged. In other cases, when users write your brand’s name but don’t tag your brand, we can call them indirect mentions. It’s essential to track both direct and indirect mentions because both of them matter (social media users not always know how to tag a brand or simply don’t want to do that).

To track social share of voice you need a social media monitoring tool, such as Brand24 or SentiOne. Track your competitors during the same period and compare the results. In these platforms, you can also automatically check the sentiment of comments and posts so that you’ll know if they’re positive, negative, or neutral. You can make the most of it by answering the complaints and make up for your brand’s mistakes.

Virality rate

Virality rate gives you the remarks on your content. It’s far more insightful than measuring just likes because sharing requires more effort and engagement from people. Moreover, sharing a post means that a user finds the content so valuable that other people might find it useful or entertaining as well.

Average engagement rate

Add up all of the actions taken by the users, such as likes, comments, and shares, and divide them by the total number of your followers to find out what is the average engagement rate percentage of the particular post.

Observe which posts have the highest average engagement rate and try to find common features and use them as benchmarks for your future content plans. Try to maximize this metric and engage with your audience instead of posting irrelevant content.

Click-through rate (CTR)

Shorten your links and add UTM parameters to track the performance. Thanks to the analysis of clicks you’ll find out whether the content was appealing and relevant to your target group. By dividing the number of clicks by the number of total post impressions and multiplying it by 100, you’ll get CTR.

To optimize CTR you can work on your CTAs, try out new ones, conduct A/B tests, and find out which version is the most accurate and resultful. You can also improve images and copy of the posts to get users’ attention and increase CTR.

To make data-driven decisions it’s crucial to track the right social media metrics that reflect which content is resultful and can help you shape further campaigns.

Originally published at https://rocketlink.io on July 8, 2020.

Content Marketing Manager at Traffit.com