When it comes to low-cost marketing tools to find and build your audience, you really won’t find anything more effective than social media. (If you’re not already utilizing social media for your independent wellness or fitness business, go check out our social media rundown). Although social media does offer cost-effective marketing tools, it’s important to value the time you’re spending on social media efforts but how can you tell your posts or tweets are doing their job? This is where a basic understanding of social media analytics comes in handy.
For some, analytics may conjure up thoughts of algebra, statistics, and complex algorithms but luckily, each of the major social media platforms comes with an integrated, user-friendly analytics tool right in their native interface. Still, you might wonder what numbers and metrics you should be paying attention to.
Start by tracking these key social media metrics
Engagement: This is the number of reactions, likes, comments, shares, and clicks you receive on posts. In other words, engagement is any action a person takes on your posts beyond viewing them.
Reach: Reach and impressions are sometimes used but they do have a subtle difference. Reach is the number of times a post is viewed. If someone further interacts by liking or commenting, then that would count as an engagement.
Impressions: Impressions are very similar to reach but refer to how many times a post was “served” to a person’s feed whether they viewed it or not. Think of the post as being offered to a person but they don’t necessarily do anything with it.
Now that you have an understanding of what these terms mean, you can begin to develop a plan for how you’ll utilize analytics.
Integrating social metrics into your business and marketing plan
Pick your key metrics: Start by aligning with your social media goal and picking relevant metrics. If you don’t have clarity on what your social media goal is, then spend some time defining what you want to achieve through social media marketing. Do you want to recruit more students to classes at a studio? Then perhaps you want to pay close attention to your reach and engagement with the local audience. Or, are you seeking to build a digital community that you’ll engage with online? In this case, it might make sense to focus on your impressions or reach.
Get to know your analytic tools: Facebook Pages, Instagram, and Twitter all offer their own analytic tools where you can dig into your top-performing posts or tweets and who your followers are which is incredibly insightful when it comes to planning out future content. Facebook even offers information such as when your audience is online so you can strategize when and how often to post! The key is to not get overwhelmed and if you do, return to your goal and remember that as you commit to spending some time with social media analytics, it’ll start to become routine and part of your business practice.
Stick to a schedule for analysis: If you block off time to handle other aspects of your business like sending invoices or planning your classes, then reserving time for social media analysis should be no exception. Schedule time on a regular basis to dig into your social media metrics whether it’s monthly, weekly, or whatever works best for you. If you’re a spreadsheet enthusiast, you could create a reporting template for yourself so that way you can monitor and analyze your progress each week, month, or however often you commit to looking at your numbers.
We make it easy to help further your social media reach. When you create a webpage with OfferingTree, you can quickly and easily integrate your social media profiles on your page so visitors can click through and follow you. Easy! Find out more at OfferingTree.com or schedule a live demo with us.