How To Measure Performance Of Social Media Campaigns

Creating accounts, profiles, follow others, asking for support and even publishing posts on social media is very simple. But before running a social media account one should be in a clear mindset like what is Goal and how to achieve this goal? So, how you are measuring that? In this article, you are going to explore how to measure the performance of Social Media campaigns to achieve your goal.

Now, counting the follower and keeping a track of post engagement percentages is very confusing if there are not a set of social media metrics. Once you can track the matrices you can make smarter decisions for your business.

What are social media metric?

Social Media Metrics or KPIs are values to measure the performance of Social Media campaigns. These values are further used by marketing and social media teams to improve the measure the success.

Moreover, you can achieve your social media goals by determining your metrics. eg. For every goal, you need a track a related metric. Further, you can analyse and report about the success of social media strategy.

Now to measure different social media metrics all platform provides analytics section. In
Facebook, you can check out in the Insights tab, in Twitter there is Twitter Analytics and for Instagram and Pinterest, you’ll need access your business accounts to see analytics data.

However, you can track all these in a single dashboard by using social media management tools. This will save your time in pulling metrics from different sources.

Let’s explore the important matrices to track from the of vast options .

1. Awareness: Impressions & reach

Continuing to drive impressions helps in checking the visibility of your content and you will get a sense that content is timely, relevant, and engaging. Now, these matrices are primarily used to track awareness campaigns and to check the current and potential audience.

Impressions and Reach are two different matrices. Driving impressions will be key metrics for your campaign. The Impressions are counts of how many times a post shows up in someone’s feed and Reach is the unique views of your post.

2. Engagement: Likes, comments, shares and clicks

To check the behaviour of the audience, what they actually did after seeing your campaign and how they interact with the post. It’s a big category to track audience interacting with your account and how often.

Every campaign will have engagement such as Likes, comments, shares and clicks. High engagement rates account for a good audience as well as content quality.

3. Followers Growth/Rate of Followers

In this metric, you can measure the number of followers and speed at which your business is getting followers. So, during the period of the campaign quickly track the followers get.

To check this, follow below step:

STEP 1: Measure your all followers of the page.
STEP 2: Compare last month followers with the current followers in which your campaign is running.

4. Followers vs. Following Ratio

Follow others account to keep an eye on other strategies and get updated with the information. It also helps you to the extent your content by sharing other interests that are related to your business or industry.

Once you analyse the followers and start following others account too, go for tracking the number of followers your business has versus the number of following you did.

5. Audience Demographics

Audience Demographics matric is important to get an idea of your target market and most importantly their interest. Moreover, you can collect important data such as age, gender, geographic location and interests.

Once you have all this, you can incorporate these paid strategies to drive leads from paid campaigns.

6. Audience Mentions

Audience Mentions is a matric to track what people are saying about your brand anywhere on the globe, in real-time. In this, other businesses and people mention your business on other websites or their own personal social media accounts.

So to track this, their multiple tools available on the internet. Not paying attention to Audience Mentions could cause you to convert a lead into sales and bring in a new opportunity.