Social Media Metrics that Matter! What Are you Looking At?

Did you know that when it comes to social media metrics, there are
hundreds that you could be analyzing? But the real question is, do you
know where to find them, and are they all necessary for your business.
In this post, we’re going to look at the metrics you can gather from the
top social networks and which ones matter most for your business.

Official Social Media Metrics

First, let’s look at the metrics you can get directly from the top
social networks. Here’s how you find them and what you can learn from
them.

Facebook Insights

Facebook offers the most comprehensive metrics for business pages. You
can start by going to the Platform Insights page to see a list of all of
your Facebook Pages currently tracking metrics.

The overview starts with your Page’s main metrics, including the following.

• Page Likes: Total Pages Likes is number of unique
  people who like your Page. New Page Likes shows the number of new Likes
  your Page received during the last seven days, compared with the
  previous seven-day period.


• Post Reach: Total Reach is the number of unique
  people who have seen any content associated with your Page, including
  ads, during the last seven days. Post Reach shows the number of unique
  people who have seen your Page posts.


• Engagement: People Engaged is the number of unique
  people who have clicked, Liked, commented on or shared your posts during
  the last seven days. Likes, Comments, Shares and Post Clicks show the
  totals for these actions during the last week.

Twitter Analytics

While not as detailed as Facebook, Twitter offers its own analytics
for all account users. When you arrive at your analytics dashboard, you
will be greeted by a 28-day summary of metrics and highlights for your
activity by month. Included are the following metrics.

• Tweets: The number of Tweets you’ve posted to your account.


• Tweet Impressions: The number of people your Tweets have been seen by.


• Profile Visits: The number of people who have visited your profile.


• Mentions: The number of times your @username has been mentioned by others.


• Followers: The number of followers on your Twitter account.


• Tweets Linking to you: The number of Tweets attributed to you in Twitter Cards with URLs.

Google+ Insights

Google+ does not offer many metrics for its Pages. If you visit your
Page’s Dashboard and click on the Manage Your Page button, you will find
an overview of your most important metrics plus a link to your Google+
Page Insights.

LinkedIn Analytics

When you visit your LinkedIn Company Page you can click on the
Analytics tab to learn more about your post performance and audience,
all in one page. First, you will see metrics for posts made by your
Company Page. These metrics include the following.

• Impressions: The number of times the update was shown to LinkedIn members.


• Clicks: The number of clicks on your content, company name or logo.


• Interactions: The number of likes, comments and shares on your update.


• Followers: The number of followers you acquired when sponsoring an update.


• Engagement: The number of interactions divided by number of impressions.

Pinterest Analytics

If you have a business account on Pinterest, you can access Pinterest
analytics to learn more about your profile activity, audience and Pins.
You will start on the Overview screen where you can see key metrics for
your profile, audience, activity from your domain and most popular
Pins.

Google Analytics Metrics

Now that you know what kind of metrics you can get out of the top
social media networks, let’s discuss the most crucial metrics for your
business. Using Google Analytics goals, you can learn more about
conversions on your website, such as product sales, lead submissions,
and email subscriptions. Combine your goals with the built-in social
media reports within Google Analytics, and you can find out which social
networks are best for your business.





Under the Acquisition section, you will find a few useful social
media reports to help you determine which social networks drive traffic
and customers to your website. In the Social Overview, you will get a
quick look at the top social networks driving traffic to your website
and the total value of the traffic you have received.

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