When it comes to social media, measuring success is key to understanding the impact of your efforts. In this ever-evolving digital landscape, monitoring and analyzing these metrics are crucial for making informed decisions and optimizing your campaigns.
What are engagements?
Engagements are a key indicator of how well your social media content is resonating with your audience. They include likes, comments, and shares and they provide valuable insights into audience interest and interaction with your content.
Get a sense of how your social posts are performing on Facebook or Instagram by viewing your overall reach and engagement activity for individual posts. The more you use social media, the more your audience and engagement grows.
After you've created and shared a post on Facebook or Instagram, you can check your reporting to see how your post is performing, and see how your social reach and engagement are growing too! Engagement metrics consist of:
- Impressions - Each time an individual Facebook, Instagram, or LinkedIn user sees your post, it's counted as an impression.
- Reach - This is the total number of unique people who have seen your post, including your immediate audience and anyone they've shared it with. Reach information isn't available for LinkedIn.
- Engagements - The number of times Facebook, Instagram, or LinkedIn users have liked or reacted to your post, shared your post with their friends and followers, or commented on your post.
- Likes – Likes indicate that your followers are paying attention to your posts. Likes can help you gauge the level of interest and engagement your content is generating.
- Comments – Comments are a significant form of engagement as they represent conversations and interactions with your audience. They provide an opportunity for followers to voice their opinions, ask questions, or participate in contests. Engaging with your audience through comments helps build relationships and strengthen your brand.
- Shares – Social shares are like backlinks to your website. They create a network of links that direct traffic back to your business. The more people who share your content, the more visibility and reach it gains. Shares indicate that your audience finds your content valuable enough to share with others, expanding your reach and potential customer base.
Monitoring the conversations that happen on your social media pages and responding to comments helps your engagement and reach to improve. You can respond to comments on Facebook and Instagram directly through your Constant Contact account!
Which tools should you use to track metrics?
Social media marketing offers convenient monitoring and tracking tools on each platform. Regularly check the insights on your business page and utilize the reporting tools in your Constant Contact account to gauge your desired engagement.
Measuring social media success is vital for modern businesses. Use the right metrics and tools to gain insights into your online presence, audience engagement, and brand performance. Remember, success goes beyond numbers and likes; it's about building connections, fostering loyalty, and driving growth.
Review your social analytics
You can view and download an overview of your social reach, audience growth, demographic, and location information for the last 7, 30, or 90 days for your connected social profiles. Your social analytics can help you better understand your audience to inform your social media marketing strategy.
Check your audience growth
Within Constant Contact, the Summary and Audience sections in the Analytics section show you the size of your audience, your reach, and the growth of your audience over time, so that you can see how well your social posts are helping to retain and grow your audience.
The Summary section:
- Reach - The total number of unique people who have seen your social posts, including your immediate audience and anyone they've shared it with.
- Audience - The total number of people who actively like, follow, or connect with your social profiles.
- Audience Growth - The percentage increase, and sometimes decrease, in the number of friends, followers, and connections that each of your social profiles has during the given timeframe.
The Audience section:
- Review your followers over time for each social media platform. (You can add and remove social profiles in the Analytics section and refresh the timeframe in the Summary section above.)
- You can download the data from this section as a PNG, JPG, SVG, PDF, or CSV file of your report.
Check your audience demographics
The Demographics Gender and Age and Top Locations section round out the picture of what your audience looks like. You can use the information to draft social posts that will have more meaning for the largest portion of your audience.
- Gender - This shows you the makeup of your audience by gender.
- Age - This gives you a breakdown of the different age groups within your audience and also shows you how age corresponds to gender. Note: This feature is only available for Instagram users with 100+ followers.
Scroll down to the Top Locations section and review:
- By Map - This shows you where your audience is physically located. Use the + and - to zoom in and out of the map. Click See United States or See World to refocus the map.
- By City - This shows you a list of all the cities, from greatest population to least, where your audience can be found. Click Show more to review the full list.
- By Country - This shows you a list of all the countries, from greatest population to least, where your audience can be found. Click Show more to review the full list.
Different demographics matter to different businesses and organizations. We’d love to hear from you! What demographics matter to your marketing efforts? Let us know in the comments!
