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If you are using social media for your businesses, it is recommended that you measure it. However, not just for metrics! Rather, measure your social activities to learn what works best for you and how you can improve it.

There are two types of social media measurements -

Ongoing Analysis: This is continuous monitoring that tracks activity over time. The ongoing analysis helps you keep up with the pulse of the general conversation about your brand. 

Campaign-Focused Metrics: This is analyzing campaigns or events with a clear start and end. It assists in understanding the impact of specific marketing initiatives and will vary from campaign to campaign. 

Here we have mentioned a few ways that can help you measure your social media success!

Step 1: Determine your social goals -

Before you start measuring your social media approaches, first think what you want from it. And what channels are most relevant for achieving those goals?

For this, make a list of what are your business goals. Always remember that social media can cater to several purposes - from publicizing news to answering customer queries. Make it clear in your mind what your company is trying to accomplish!

You have probably considered the public you want to reach. So the next thing to do is think about what you want your the public to do with the content you share on various platforms. Do you want them to read, share, respond, click, buy, and get involved? 

Step 2: Create metrics to measure your desired goals -

Match your goals to the original metrics. For instance, if you are trying to scale engagement, what is the practical form you want to track? Is it retweets or resends? Answers, clicks, or comments?

Here are some suggestions for behaviors to measure - 

• For measuring your brand awareness, use metrics like volume, range, exposure, and amplification. 
• For measuring engagement, look for metrics around retweets, comments, responses, and participants. 
• For measuring traffic to your website, keep track of shared URLs, clicks, and conversions. 

Step 3: Measure -

Once you list the metrics you want to focus on, you now need to find the ideal tools that really capture these metrics and then start measuring. Many social media channels provide some form of analytics, while in other cases, you will need to use third-party tools. Also, in some cases, you can build your own use of APIs.

Step 4: Monitor and report -

It is essential that you monitor your results. Use your initial findings to establish a baseline or benchmark for future measurements, and share these initial figures with your important stakeholders. 

One of the best parts of social media analytics is that you can easily run reports on your competitors to see how they are doing.

This is also a good time to consider your schedule for regular reporting. No matter the time you invest, ensure to regularly have a look at your metrics. You will soon get to know how valuable this data will be after a few months have passed.

Step 5: Adjust and repeat -

The last step is to carefully review your measurement schedule. Find out what you can improve, make changes, and then measure a little more. Check your initial goals again and ensure that your new metrics really help you achieve those goals.

While using social media for your business, it is really important that you understand how you are doing. You need reliable and consistent analytics to help you track your success on channels like Twitter, Facebook, and YouTube.