{"id":8352,"date":"2022-05-04T19:08:40","date_gmt":"2022-05-05T01:08:40","guid":{"rendered":"https:\/\/twprod.wpengine.com\/the-ideal-metrics-to-track-social-media-performance\/"},"modified":"2024-08-09T18:54:32","modified_gmt":"2024-08-10T00:54:32","slug":"the-ideal-metrics-to-track-social-media-performance","status":"publish","type":"post","link":"https:\/\/www.tailwindapp.com\/blog\/the-ideal-metrics-to-track-social-media-performance","title":{"rendered":"The Ideal Metrics to Track Social Media Performance"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/twprod.wpengine.com\/wp-content\/uploads\/2023\/05\/header-4-4.png\"><img decoding=\"async\" data-pin-nopin=\"true\" data-pin-description=\"The Ideal Metrics to Track Social Media Performance Header\" data-src=\"https:\/\/twprod.wpengine.com\/wp-content\/uploads\/2023\/05\/header-4-4.png\" alt=\"\" class=\"wp-image-25510 lazyload\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/figure>\n\n\n\n<p>Have you ever heard of a little thing called social media metrics? These marketing tricks help you gauge the effectiveness of your social media strategy, which is pretty important no matter the size of your business.&nbsp;<\/p>\n\n\n\n<p>In a nutshell, social media metrics help you measure the success of a campaign and the overall impact your social media performance has on your business. And it measures these analytics by tracking things like engagement, sales, clicks, and overall growth.<\/p>\n\n\n\n<p>When most people outside of marketing think of social media, they likely don\u2019t think of strategy and statistics.&nbsp;<\/p>\n\n\n\n<p>However, it\u2019s hard to know what works for your audience without a plan, goals, and calculated measurements. Without tracking the metrics, every post is like a random shot in the dark. Any marketing without intention (unless you strike some luck) is a waste of time.<\/p>\n\n\n\n<p>So if you\u2019re a business using social media marketing and want to grow your account and make sales, then this post is   for   YOU  .&nbsp;<\/p>\n\n\n\n<p>Without further ado, there are three important things to consider when measuring your social media metrics.&nbsp;<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong> What metrics to measure&nbsp;<\/strong><\/li>\n\n\n\n<li><strong>Where to measure them&nbsp;<\/strong><\/li>\n\n\n\n<li><strong>How to analyze metric performance<\/strong><\/li>\n<\/ol>\n\n\n\n<p>And the best part is I\u2019ll be taking you through all of that in this post. By the time you&#8217;re done, you\u2019ll be able to track your analytics like a pro.<\/p>\n\n\n\n<p>So let\u2019s get to it, shall we?<\/p>\n\n\n\n<iframe data-src=\"https:\/\/giphy.com\/embed\/6ZnDM7tOjKTRe\" width=\"480\" height=\"360\" frameborder=\"0\" class=\"giphy-embed lazyload\" allowfullscreen=\"\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" data-load-mode=\"1\"><\/iframe>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"what-metrics-to-measure\">What Metrics to Measure<\/h2>\n\n\n\n<p>Social media metrics give you a birds\u2019 eye view of your content\u2019s performance. But what social media analytics should you measure to include any potential blind spots?&nbsp;<\/p>\n\n\n\n<p>There are four significant factors to keep in mind that\u2019ll help determine the impact your social media presence is making. These four factors will help you see what your target audience prefers and the success of your campaigns.&nbsp;<\/p>\n\n\n\n<p>Whether you\u2019re a social media marketing manager or an entrepreneur, tracking these analytics will reveal everything you need to know about the success of your efforts.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-1-reach\"><strong>1. Reach<\/strong><\/h4>\n\n\n\n<p>There are two different types of reach that should be measured. And if you\u2019re wondering, <em>\u201chow could there be different types of reach?\u201d<\/em>, don\u2019t worry because we\u2019re friends now, and I\u2019ll explain why they\u2019re different yet equally important.<\/p>\n\n\n\n<p>The first type is <strong>post reach<\/strong> which keeps track of how many people organically saw the content since it was posted. This is really helpful in seeing where you\u2019re falling in the algorithm and if people are seeing your posts or not.&nbsp;<\/p>\n\n\n\n<p>It also helps measure the engagement percentage to gauge the direct impact your content has on its targeted audience. (We\u2019re just scratching the surface on this topic, but I\u2019ll go into greater detail below.  )<\/p>\n\n\n\n<p>The second type is <strong>potential reach<\/strong> which shows how many people likely saw your post during a certain period of time. When calculating potential reach, there are three factors taken into consideration.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Unique Views<\/strong> &#8211; How many people saw it both organically and through re-shares?&nbsp;<\/li>\n\n\n\n<li><strong>Impressions <\/strong>&#8211; How many people interacted with the content? This includes likes, comments, and shares. (Want to learn more? Check out our blog post on navigating <a rel=\"noreferrer noopener\" href=\"https:\/\/www.tailwindapp.com\/blog\/instagram-impressions-reach\" target=\"_blank\">Instagram impressions and reach<\/a>!)<\/li>\n\n\n\n<li><strong>Follower Count <\/strong>&#8211; Did anyone follow you after seeing that post?&nbsp;<\/li>\n\n\n\n<li><strong>Audience Growth Rate<\/strong> &#8211; Did you maintain followers or lose any? What\u2019s your overall growth rate? And is that continually climbing, declining, or remaining the same?<\/li>\n<\/ol>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-2-share-of-voice\"><strong>2. Share of Voice<\/strong><\/h4>\n\n\n\n<p>This analysis helps you see how many people are mentioning and tagging your account compared to your competitors. It enables you to evaluate your brand\u2019s visibility and relevance within your market\u2019s niche.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-3-conversion-metrics\"><strong>3. Conversion Metrics<\/strong><\/h4>\n\n\n\n<p>These analytics help you see how effective your social engagement is at converting followers and making sales. Conversion metrics help you determine how engaging your content is and whether or not you\u2019re targeting the right audience.<\/p>\n\n\n\n<p>You can track conversion metrics depending on where the traffic is coming from and what type of content you\u2019re measuring. But these analytics will significantly help you determine the effectiveness of your social media strategy.&nbsp;<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Website Referrals<\/strong> show how many people come from other websites to yours and which websites are bringing them to yours. This is a standard metric used in affiliate programs and influencer marketing.&nbsp;<\/li>\n\n\n\n<li><strong>Social Media Conversions <\/strong>track how many people visit your website directly from social media, which helps you see the effectiveness of a post or campaign.&nbsp;<\/li>\n\n\n\n<li><strong>Conversion Rate<\/strong> is your post\u2019s ratio of comments to the number of overall followers. This metric allows you to see if your audience was inspired to add their voice to your content.&nbsp;<\/li>\n\n\n\n<li><strong>Click-Through-Rate (CTR)<\/strong> tracks how often people click on a specific link you provide for additional content. CTRs are a great tool when determining how compelling the CTA is to your audience.&nbsp;<\/li>\n\n\n\n<li><strong>Bounce Rate<\/strong> is a marketing term for the percentage of people who click a link and quickly leave the page without taking any action. The lower your bounce rate, the more people are interacting with your page, meaning you\u2019re hitting the right target audience.&nbsp;<\/li>\n<\/ol>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-4-engagement-metrics\"><strong>4. Engagement Metrics<\/strong><\/h4>\n\n\n\n<p>These are the most straightforward metrics to track, but they aren\u2019t necessarily the most reliable. Algorithms change frequently, and sometimes a killer post can just get lost. However, the more loyal your audience, the less your content will be negatively impacted by algorithm changes.&nbsp;<\/p>\n\n\n\n<p>So even though these analytics are more subjective, they\u2019re still critical to consider when determining what is working in your social media strategy and what could use improvement.&nbsp;<\/p>\n\n\n\n<p>There are several engagement metrics to keep in mind that the apps will track for you. And we\u2019ll discuss that right meow.  <\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Likes &#8211; <\/strong>This is the lowest form of determining engagement analytics because it is considered the least effort someone has to put into = engaging with a post. This number will generally be the highest analytic and is just part of the picture.&nbsp;<\/li>\n\n\n\n<li><strong>Comments &#8211;<\/strong> Comments are a better indicator of a post\u2019s success. When someone comments, they feel called to share their opinion, which means they want to engage with your content and be a part of the story. Comments are one of the easiest ways to determine if content hits the targeted audience or not.<\/li>\n\n\n\n<li><strong>Shares &#8211; <\/strong>The next level up from comments is someone re-sharing your content as that goes beyond interacting with your content. Re-shares are essentially someone recommending your account to their audience.<\/li>\n\n\n\n<li><strong>Clicks &#8211;<\/strong> This was briefly mentioned in Click-Through-Rate and Bounce-Rate. But this essentially shows the percentage of people who clicked on your content.<\/li>\n\n\n\n<li><strong>Applause Rate &#8211;<\/strong> This metric takes the total number of actions just listed (likes, comments, shares, and clicks) a post receives compared to your number of followers. It provides valuable information on how valuable your audience found that post.&nbsp;<\/li>\n\n\n\n<li><strong>Likes &#8211; <\/strong>This is the lowest form of determining engagement analytics because it is considered the least effort someone has to put into = engaging with a post. This number will generally be the highest analytic and is just part of the picture.&nbsp;<\/li>\n\n\n\n<li><strong>Comments &#8211;<\/strong> Comments are a better indicator of a post\u2019s success. When someone comments, they feel called to share their opinion, which means they want to engage with your content and be a part of the story. Comments are one of the easiest ways to determine if content hits the targeted audience or not.<\/li>\n\n\n\n<li><strong>Shares &#8211; <\/strong>The next level up from comments is someone re-sharing your content as that goes beyond interacting with your content. Re-shares are essentially someone recommending your account to their audience.<\/li>\n\n\n\n<li><strong>Clicks &#8211;<\/strong> This was briefly mentioned in Click-Through-Rate and Bounce-Rate. But this essentially shows the percentage of people who clicked on your content.<\/li>\n\n\n\n<li><strong>Applause Rate &#8211;<\/strong> This metric takes the total number of actions just listed (likes, comments, shares, and clicks) a post receives compared to your number of followers. It provides valuable information on how valuable your audience found that post.&nbsp;<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/twprod.wpengine.com\/wp-content\/uploads\/2023\/05\/Screen-Shot-2022-05-03-at-12.25.47-PM.png\"><img decoding=\"async\" data-pin-nopin=\"true\" data-src=\"https:\/\/twprod.wpengine.com\/wp-content\/uploads\/2023\/05\/Screen-Shot-2022-05-03-at-12.25.47-PM-1024x630.png\" alt=\"Instagram screenshot for tracking reach\" class=\"wp-image-25515 lazyload\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/630;\" \/><\/a><\/figure>\n\n\n\n<p>(Interested in growing your engagement on Pinterest? We did a study on how to <a href=\"https:\/\/www.tailwindapp.com\/blog\/how-to-increase-pinterest-engagement-in-2021-original-data-study\" target=\"_blank\" rel=\"noreferrer noopener\">organically grow your Pinterest engagement<\/a>.)<\/p>\n\n\n\n<p>&nbsp;Now that we discussed what you should be measuring and the importance of those metrics, let\u2019s go over how to do it. While you may be scratching your head wondering how to keep track of these crucial analytics, sit back and relax because it\u2019s simpler than you\u2019d think.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-to-measure-social-media-campaign-performance\">How to Measure Social Media Campaign Performance<\/h2>\n\n\n\n<p>Tracking several metrics on multiple social media platforms and analyzing performance can be a full-time job.&nbsp;<\/p>\n\n\n\n<iframe data-src=\"https:\/\/giphy.com\/embed\/WRQBXSCnEFJIuxktnw\" width=\"480\" height=\"307\" frameBorder=\"0\" class=\"giphy-embed lazyload\" allowFullScreen src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" data-load-mode=\"1\"><\/iframe>\n\n\n\n<p>Luckily some apps will track all of that data for you and keep it stored in one single place. Social media tracking apps are simple and great for solo entrepreneurs and companies without a marketing team.&nbsp;<\/p>\n\n\n\n<p>And an app like Tailwind can measure those analytics, saving you from compiling and analyzing the data yourself.<\/p>\n\n\n\n<p>Tailwind allows you to track important analytics for both <a href=\"https:\/\/www.tailwindapp.com\/pinterest\" target=\"_blank\" rel=\"noreferrer noopener\">Pinterest<\/a> and <a href=\"https:\/\/www.tailwindapp.com\/instagram\" target=\"_blank\" rel=\"noreferrer noopener\">Instagram<\/a>, but it has several other capabilities too!&nbsp;<\/p>\n\n\n\n<p><a rel=\"noreferrer noopener\" href=\"https:\/\/www.tailwindapp.com\/create\" target=\"_blank\">Tailwind Create<\/a> allows you to make custom posts from templates made by graphic designers. <a rel=\"noreferrer noopener\" href=\"https:\/\/www.tailwindapp.com\/optimize\/hashtag-finder\" target=\"_blank\">Hashtag Finder<\/a> makes it easier than ever to find the perfect hashtags that will get your post the most traction. <a rel=\"noreferrer noopener\" href=\"https:\/\/www.tailwindapp.com\/smartbio\" target=\"_blank\">Smart.Bio<\/a> allows you to include links to various places and tracks when each one is visited. And <a rel=\"noreferrer noopener\" href=\"https:\/\/www.tailwindapp.com\/communities\" target=\"_blank\">Tailwind Communities<\/a> gives you a space to engage with people in your similar niche on Pinterest.&nbsp;<\/p>\n\n\n\n<p>Thanks to social media tracking tools, you don&#8217;t need to be a marketer to grow your accounts strategically. Marketing is easier and more accessible than ever.<\/p>\n\n\n\n<p>Tailwind&#8217;s blog also keeps our users and readers up-to-date on social media best practices and app changes, like this post on using <a href=\"https:\/\/www.tailwindapp.com\/blog\/how-to-use-pinterest-analytics\" target=\"_blank\" rel=\"noreferrer noopener\">Pinterest analytics<\/a>.&nbsp;<\/p>\n\n\n\n<p>Social media performance doesn\u2019t have to be a mystery!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-next-steps\">Next Steps<\/h2>\n\n\n\n<p>As you can see, social media metrics and tracking your social media performance don\u2019t have to be a headache.&nbsp;<\/p>\n\n\n\n<p>And it\u2019s also vital to your accounts\u2019 growth and success.&nbsp;<\/p>\n\n\n\n<p>Without tracking these metrics, every post is a missed opportunity to learn something from your target audience on what works verse what doesn\u2019t.<\/p>\n\n\n\n<p>While some analytics are easy to see and keep track of, such as likes and comments, an additional app like Tailwind can help keep track of those analytics plus more. Tailwind will also help break the data down into easily digestible information.&nbsp;<\/p>\n\n\n\n<p>You don\u2019t need to be a marketing guru to leverage social media and convert followers into customers.&nbsp;<\/p>\n\n\n\n<p>If you\u2019re not already a Tailwind user, you can try <a rel=\"noreferrer noopener\" href=\"https:\/\/www.tailwindapp.com\/\" target=\"_blank\">our forever-free plan<\/a> and see if it\u2019s worth retiring some of those rotating hats you have been juggling. Why not see if it can take a load off your plate and give you fewer things to worry about?<\/p>\n\n\n\n<p>Now that you know what to track and how I suggest checking out our post, <a href=\"https:\/\/www.tailwindapp.com\/blog\/how-to-build-a-social-media-marketing-strategy-with-examples\" target=\"_blank\" rel=\"noreferrer noopener\">How to Build a Social Media Marketing Strategy<\/a>, next!&nbsp;<\/p>\n\n\n\n<p>The world is your oyster, friends.<\/p>\n\n\n\n<p>Ciao!&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-medium\"><a href=\"https:\/\/twprod.wpengine.com\/wp-content\/uploads\/2023\/05\/pin-3-4-3.png\"><img decoding=\"async\" data-pin-description=\"Measuring your efforts is the surest way to analyze your social media performance! Come learn what to track and the easiest ways to do so.  \" data-src=\"https:\/\/twprod.wpengine.com\/wp-content\/uploads\/2023\/05\/pin-3-4-3-200x300.png\" alt=\"Measuring your efforts is the surest way to analyze your social media performance! Come learn what to track and the easiest ways to do so.  \" class=\"wp-image-25512 lazyload\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 200px; --smush-placeholder-aspect-ratio: 200\/300;\" \/><\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Have you ever heard of a little thing called social media metrics? These marketing tricks help you gauge the effectiveness of your social media strategy, which is pretty important no matter the size of your business.&nbsp; In a nutshell, social media metrics help you measure the success of a campaign and the overall impact your &hellip;<\/p>\n","protected":false},"author":76,"featured_media":8356,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_genesis_block_theme_hide_title":false,"footnotes":""},"categories":[16],"tags":[53,104,46,102,49],"class_list":{"0":"post-8352","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-marketing","8":"tag-cross-platform-marketing","9":"tag-facebook-analytics-insights","10":"tag-instagram-analytics-insights","11":"tag-marketing-101","12":"tag-pinterest-insights-analytics","14":"with-featured-image"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Ideal Metrics to Track Social Media Performance - Tailwind Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.tailwindapp.com\/blog\/the-ideal-metrics-to-track-social-media-performance\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Ideal Metrics to Track Social Media Performance\" \/>\n<meta property=\"og:description\" content=\"Have you ever heard of a little thing called social media metrics? 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