Tracking progress (or lack thereof) is important in almost every part of a business. But when it comes to social media marketing, it can be confusing to figure out what numbers matter, which don’t, and what you should actually be presenting to your clients.
In this post, I’ll break down some important metrics to include in your social media reports.
Although likes and follows can be considered “vanity metrics,” they are still important because they reflect brand awareness, potential reach, and show whether or not people like your content enough to follow you. Keeping track of your followers can give you a heads up regarding whether or not your social media strategy is working, so be sure to include these data points in your social media reports.
Reach and impressions usually pertain to the potential number of people that have seen your social post on a particular network. This number is important to include in social media reports because it helps you and your client understand your posts’ visibility beyond the amount of followers you may have.
This also helps put the number of people who have engaged with your posts into perspective. Taking note of how this number fluctuates gives you insight on whether your overall strategy or content needs to change (or not).
One of the most important and useful metrics to include in your social media reports is the number of engagements your accounts have garnered. Engagement can be broken down in many different ways including engagement per post, engagement per follower, and total engagement.
I consider these the most important metrics because they show if your content resonates with your audience and how many people are interested and interacting with your social media accounts and posts.
The number of times you are mentioned and how many times your hashtag is used can be a great way to track your reach and brand awareness, which make both these metrics great to include in your social media reports. This is especially true if you are reporting on a specific campaign with a hashtag attached to it.
Agorapulse lets you easily keep track of hashtags and other keywords to help you keep an eye on your brand awareness or how your campaign is pacing. The Agorapulse dashboard will generate a chart which breaks down the usage of each of your hashtags or search terms by day – making easy to correlate activity with hashtag use!
Including your top posts in your social media reports is key to understanding what’s working and what’s not on your accounts and within your strategy.
One last element to keep track of and include in your social media reports are your top influencers and the top accounts that interact with your own, and share your content. These are the people who you may want to reach out when creating campaigns for your target audience.
The easiest way to keep track of the metrics you will include in your social media report is to use tools like Agorapulse.
Agorapulse streamlines the process of quantifying information. The information is translated into in beautiful graphs, which you can download into an PowerPoint file, making it easy to present to your client along with your insights as to why the numbers are doing what they are.
In fact, all the graphs and charts in this post so far have come from Agorapulse 🙂
Most social media networks have native analytics built into their business accounts. I recommend using these back end analytics and tracking them manually as a back up.
I hope this post can help you figure out what to put in your next social media reports! If you have any questions, please let me know in a comment.