Social Media Performance Data

We also need to look at your social media performance metrics for each platform that you have a presence. So I’m going to take you through, for example, Facebook, Instagram, and a little bit of LinkedIn. But you can do this on any platform, pretty much, so it depends on the account, type of account you have, but Twitter has analytics around each post, and overall for your profile. LinkedIn has it for personal profiles, mainly looking at how your content is performing, and how many people have accessed and had a look at your profile as well. On things like even TikTok, which it’s still sort of iffy with some businesses using it, some businesses not, but if you have a particular account with them, you can actually see how your content’s performing. And of course, the other platforms as well.

So it’s just a matter of finding them. It’s really important. This data is essential because it really shows you what is going on, and how you’re performing, the content that’s working and not working. So with Facebook now, I’m going to show you just some areas in Facebook insights that are really important to look at as part of your audit.

So let’s have a look now quickly at Facebook insights. So this is again from my page, and one of the things I want to take you through first is just this overview page. So here, it provides you, like it says, an overview, like a snapshot of how you’re going. So it shows when people are acting on the page, when they’re previewing your page, number of page likes, and how many news feeds your content is reaching to, so post reach, your posts, your Facebook stories, and how far they’re reaching, if anyone’s recommended your business, how many people are engaging with your posts, and how responsive you are to messages.

How your videos are performing, and page followers, that sort of thing. And if you are receiving orders through your page, that measures that. Then it’s got your last five posts here, and you can see how they’re performing too. So really important to see that.

Now, things to look at in terms of performance. So if we go to posts, what’s really interesting is in the post section, up here, is this link that says post types. This shows you the types of posts that perform the best on your page. So here, you can see, for me, photos perform the best for me. I get the greatest number of reactions, however, it’s the videos on which I get the greatest amount of post links.

But you can see here as well, so just written statuses next, and then a link, but sharing a video is the least– performs the least, is the least successful for me on my Facebook page.

So by understanding the content that performs the best, it means that, OK, I’m going to keep posting more photos, and when I want people to click on the post, it will be more about video. So clearly, these are the types of content that perform best for me.

So another thing to look at is that likes. So these are page likes. And so what you can see if we scroll further down, the ones above the line are when people liked the page, and the ones below the line are when people stop liking your page. So what I like to do with that is to look on the date, so this is June. So on June 9, it seems, three people unfollowed my page. So what I like to do then, and it doesn’t always correlate, but I like to then go to June 9, and find out what did I post on that day for people to unfollow?

Now I also want to show you some Instagram analytics. So let’s have a look at those. So in Instagram, on the actual app on your phone, if you have a business account, you can access these types of insights as well. I’m doing this for my desktop, and so there is a great tool called Facebook Creative Studio, where you can actually create and schedule Facebook and Instagram posts, from using this tool from Facebook. But it also provides you with some analytics, some insights on your Instagram page.

So let’s have a look. So it shows you actions that have taken place, and a number of accounts reached, and impressions. And we’ll look more at the– there’s also audience, but we’ll look more at the audience side of things when we reach that stage of the audit.

Next, I’d like to show you some of the back end analytics of a LinkedIn company page. Now this is quite a new page. It was only created about two weeks ago, and it’s for a project called Waterfall, which is a project trying to address water scarcity in Australia. So this is a very new page that I set up for one of my clients, and you can see here, it just shows you the number of people who’ve come to the site, and how many people have seen the page.

And then you can see here, on July 2, the number of people went up. I uploaded a lot of video on that day. So by looking at the performance metrics, these sort of things we looked at at the moment are called vanity metrics, and they’re called that because they don’t really measure any tangible results for your business. So they do give you an indication on how your content is performing on social media, but they’re not really showing you if the content has resulted in any sales or anything of that nature.

So here, looking at things like the number of followers you have, how far your content is reaching, the level of engagement, so if people are interacting with it, and then the types of content that’s generating that audience response are really important things to know so you can keep doing more, or avoiding it. So as I showed you, the people who unfollowed my page, it’s good to see, what could have actually caused that? So then you know, next time, when you’re creating content.

The next thing I want to talk to you about are conversion metrics. So these measure the tangible business outcomes of social media activities. For example, if you were running an ad on Facebook, that link through to a product in an online store, and then the person bought it as a result of that ad. Measuring that journey and measuring that sale. So it’s a bit trickier, but not impossible, to measure these types of things.

So particularly if you have an online store, you can measure that journey using Google Analytics. There’s also offline tracking that you can use on Facebook now, there’s the pixel data that I mentioned previously that you can measure that journey and track it. Otherwise, if it’s sort of an offline measurement, people coming into a bricks and mortar store, attending an event, that sort of thing, you need to think about how you’re going to measure your social media impact on those results before you actually start promoting it. So it’s really good to, maybe at the checkout, ask people what brought them in, you could have possibly promotions that are only shown on your social media channels, so only those people would know about them coming in, and tracking it that way. Having a coupon code, those sorts of things, just to try and track the impact of your social media activities.

And so that brings us to the end of the first part of the social media audit, looking at your channels and the activities on your channels and your performance on your channels. And so now we’re going to move onto phase two, examining your audience.