Businesses who are active on social media definitely have a leg up on those who aren’t. But posting content is just one part of the two-prong strategy: you also have to measure how well those posts are doing. In other words, posting is great, but the goal is to attract your target demographic of people and engage them long enough to make an impact.
If your ideal audience isn’t reached or engagement doesn’t happen, then what’s the point?
Below are 4 easy ways to measure the impact your social media posts are having on the audience you’re trying to reach:
Track your total number of followers at the beginning of each month.
This sounds completely rudimentary, but one of the easiest ways to track how fast and effectively your business’ social media is growing, is to track actual numbers. Using a program like Excel to compare and contrast days, weeks, or months is a great way to have a concrete visual of what’s going on, and more importantly, what isn’t.
Most social media platforms also have built-in metrics tracking. Making a mindful point to access and use those tools will help you, and it requires almost no effort.
We know you’re busy, and that extra effort doesn’t come easy.
Keep an eye on how engaged your visitors are.
Are people actually seeing your posts? If so, are they liking them or commenting? Are your posts being shared? These are things that are important to track. Maybe you’ll discover that your foodie posts attract more Facebook visitors than your design posts. Or maybe bullet-point lists attract more engagement than paragraphs.
You won’t ever know until you track.
Notice the conversation (or lack thereof).
Are people talking about what you’re posting? If your posts are getting people excited and prompting shares and likes, then you’re on the right track. If not, then you need to re-evaluate.
Maybe your posts have great content, but your audience would respond better to questions or polls. Or perhaps your ‘hooks’ needs to be improved or tweaked.
See what time of day your posts garner the most views.
This is a super simple, but completely valuable tidbit of info: at the end of each month, go through your posts and make note of the ones that had the highest engagement. Then do the same for the ones that had the lowest engagement. Notice what time they were posted, what the topics were, and what kind of media was associated with each.
By doing this, you’ll find out a lot about what your audience likes and doesn’t—and that is information you can use.
By keeping actively aware of what’s doing well and what’s falling flat, you can save yourself a lot of time. Measuring performance is crucial to a great social media strategy, because without measuring, you have no idea how well you’re doing.
Tracking the outcome of your social media posts can also give you great insight as to whether or not you’re using the right platforms. Maybe your business should be on Instagram instead of Facebook. How will you know unless you pay attention?
So hopefully this post helps. For additional assistance, we suggest you give this one a read: 7 Social Media Mistakes Every Company Needs to Avoid.
Good luck, and get tracking!