Turning Data into Insights: Metrics to Monitor in Your Social Media Campaign

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Social media is no longer a place just for influencers and mindless scrolling but offers businesses the opportunity to reach and engage with their target audience at a deeper level. However, posting without thought and not paying attention to the results won’t help you grow your brand and your community. Therefore, we’re writing this post to provide tips on taking a data-driven approach to your social media strategy and ensuring that your efforts don’t go unnoticed. 

Choosing a Social Media Platform?

Choosing the right social media platform for your personal or business needs is an ongoing challenge many business owners face. For example, your chosen channel will depend on your target audience, content type, and communication goals.

Here are a few of the leading social media platforms:

  • Facebook is versatile for a broad demographic
  • Instagram is visually focused and ideal for sharing images and short videos
  • Twitter (now X) is great for concise updates and real-time engagement
  • LinkedIn caters to a more professional network
  • TikTok is perfect for quick and entertaining videos
  • Pinterest suits those with visually appealing and creative content 

Ultimately, the platform you choose should align with your intended audience’s objectives and preferences, ensuring your message reaches the right people effectively.

Metrics in Social Media

Metrics are quintessential to assessing performance within a digital marketing strategy and social media campaign. Metrics enable marketers to improve the effectiveness of their campaigns by analyzing the data and insights that metrics provide. Nonetheless, here are a few key 

  • Performance Evaluation: Metrics allow you to evaluate how well your campaign is performing objectively. You can compare actual results to your goals and objectives, determining whether you’re on track or need to make adjustments.
  • Data-Driven: Metrics provide data that can guide your decisions. By analyzing the numbers, you can identify what’s working and what’s not, enabling you to allocate resources more efficiently and optimize your campaign in real time.
  • ROI Assessment: Social media campaigns often require investments in terms of time, money, and effort. Metrics help you calculate the return on investment by quantifying the results against the costs. 
  • Audience Insights: Metrics provide insights into your audience’s behaviour, preferences, and demographics. This information can help you tailor your content and messaging to better resonate with your target audience.
  • Content Optimization: Analyzing metrics can help you understand which types of content perform better. 
  • Engagement Rates: Metrics like likes, shares, comments, and clicks provide insights into the level of engagement your campaign is generating. 
  • Conversion Rates: For campaigns with specific objectives, such as lead generation or e-commerce sales, metrics can track the conversion rate. You can see how many people took the desired action (e.g., signing up for a newsletter and purchasing) due to your social media efforts.
  • Competitive Analysis: Metrics can also be used for benchmarking and comparing against competitors. 

As you can see, metrics play an important role in optimizing the content and social media strategy a business uses to reach its target audience. We can follow processes like A/B testing to evaluate effectiveness and try out new channels, forms of content, or techniques to achieve better results.

You may also want to read: Marketing Analytics: Why is it Important for Your Business?

What Are The Essential Social Media Metrics?

Here is a list of metrics that you may want to consider tracking and evaluating when working on your brand’s social media strategy

  • Likes: The number of likes on your posts may indicate how people feel about your content and if they are willing to engage with it. 
  • Comments: Comments are a great way to gauge engagement and interest. They can also provide feedback for topics to focus on in future posts. 
  • Shares: Shares expand your brand’s reach and put your content in front of new people, making it an important metric to follow. 
  • Clicks: Tracking the number of clicks on links within your posts or ads can help you measure how compelling your calls to action (CTAs) are.
  • Impressions: Impressions represent the total number of times your content has been displayed on users’ screens. It gives an idea of how frequently your content is appearing in users’ feeds.
  • Follower Growth: How many people are following your page, and what to see your content more regularly? 
  • Demographics: Understanding your followers’ demographics, including age, gender, location, and interests, allows you to tailor your content to match your target audience better.
  • Conversion Rate: The conversion rate measures the percentage of users who completed a desired action, such as purchasing or signing up. 
  • Feedback: Pay attention to your audience’s opinions through comments, messages, and surveys. It can help for future strategy and tailoring content and campaigns to topics performing at higher levels.

The metrics you choose to track and use may depend on the goals of your business and campaign, while these represent only a select amount of metrics you may be following. We recommend speaking with a social media expert to discuss how you can better optimize and track future campaigns. 

Popular Analytical Tools Being Used Today

Among the popular tools for measuring the results of your social media campaign, it will depend on the channels that your company is using. For example, a campaign done on LinkedIn will want to pay attention to the Analytics provided by LinkedIn itself when accessing your company page. 

Google Analytics is another prevalent tool for researching trending terms and measuring website traffic for your business. For example, here are a few critical metrics that are provided with Google Analytics:

  • Users: Who is coming to your website? An existing or new user. 
  • Bounce Rate: How many people visited your website but only visited one page before leaving?
  • Average Session Duration: How long, on average, does every visitor stay on your site? 
  • Page Views: How many times has your page been viewed? 

The same process can be achieved using other tools, like Facebook Insights, Instagram Insights, or YouTube Analytics. Others might be using CRM and Social Media Planning tools like HubSpot or SproutSocial that will also provide insights into the performance of your content or ads. 

Ultimately, your go-to tool will depend on your business’s goals and your campaign’s details. If you plan to launch a photo challenge, then Instagram might be your channel of choice, and it would make sense to use the insights provided by the platform. Regardless of the platform, a priority should be learning to monitor these metrics and look for similarities and patterns that can help enhance and optimize future and current campaigns. 

Building a Social Media Marketing Team

Tracking metrics and optimizing future campaigns is not easy, and many business owners don’t have the time to learn while continuously looking for ways to improve. We recommend building a social media marketing team with reliable contractors and employees or working with an experienced agency. Here are some of the roles that you may add to your team in the beginning:

  • Content Creator: An individual to produce and edit the content being released 
  • Social Media Manager: Someone to oversee and manage your overall social media operation 
  • Community Manager: Someone who builds a community amongst those engaging with your content 
  • Social Media Strategist: Someone who designs your overall strategy and will work more closely with the metrics gathered 

Building a social media team can be a challenging task to take on, so we’ve got a few recommendations and tips for getting started. Check them out below:

    1. Assess your current situation: Before building a social media team, consider assessing your online presence and activities. Start by analyzing your existing social media channels, content, and strategies to identify improvement.
    2. Set clear goals: Establishing clear goals is the foundation of a successful social media team. Specific objectives provide direction and allow you to track progress effectively.
    3. Decide on the structure and size of your team: Consider whether you need a multi-disciplinary team with content creators, community managers, and analysts or if a smaller team can suffice.
    4. Set regular checkpoints to discuss progress and challenges: Schedule regular meetings to review performance, share insights, and address challenges. 
    5. Stay optimistic!

You may also want to read: Diving into Digital Marketing Strategy & Building Out Your Team

Work With CJAM Today

As a business owner, your time is valuable, and it’s essential to surround yourself with professionals and agencies skilled at getting eyeballs on your company. At CJAM, we connect founders and business leaders with the right people with the right skills to take your business to new levels. 

Get started with a free call so we can learn about your goals and find you the perfect partner from our network of vetted agencies and contractors. 

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Written By

Behdad Jamshidi started CJAM Marketing after realizing that most business owners don’t know how to evaluate the value of a marketing agency or assess their own needs. Since every business is different not only in their needs but where they are at in the growth process, it isn’t a one size fits all. In the past 4.5 years, Behdad (or Bee) has met with and assessed 705+ marketing agencies and vetted them down to a lean 90 preferred partners across all marketing niches. After pairing hundreds of businesses with the right partners, he’s found his skillset lies in the matchmaking process.

Featured in MarketWatch, Bloomberg, National Post and the Financial Post, Bee’s unique background in marketing, engineering, consulting, leadership, sales and strategy, has allowed him to serve as the conduit between business owners and the marketing teams they need.

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