Wednesday, 20 September 2017

How do you measure your social media performance? Part 5

In the fifth and final blog from the AHDB social media team, Kate Nolan-Burgess looks at how you can measure your social media presence.

Our series of social media blogs have covered  of how social media can improve your business, which social media platform is best for your business and what content should work well for your audience. But once you’ve put in the work creating content, how do you measure your performance.
Being active on Facebook and Twitter is great, but the only way to know you’re being successful with your activity is to measure your performance. In order to fully harness the power of social media, you should pay attention to some of the key metrics. Here are the top three areas you should be focusing on:
  •         Follower count – This could be the number of followers on Twitter and Instagram and number of likes on a Facebook page. Creating brand awareness is one of the biggest top-level goals marketers have. You shouldn’t focus purely on the size of your following, but look at the quality of your followers and how many interact with you.

  •          Engagement – This is the number one area that you should be concerned with on social media. Simply put, engagement measures the amount of likes, shares, and comments that your social updates receive. Having a large reach and low engagement is a bad sign, because it shows that the content you post is not resonating with your audience. Reaching millions of people means nothing if they aren’t interest in what you have to offer.



  •          Reach/Impressions – Certain social channels report impressions, others focus on reach. This metric shows you how far your message is actually travelling. Total reach shows you how many unique users in total have seen your content. Impressions consist of the number of times content from your page is displayed. A higher number is always better, as it is crucial to improving your brand awareness. Twitter offer a report system that is free for you to be able to track this.

We hope this series has given you an overview of what you need to know to build a successful social media presence, get closer to your customer base and develop your business. Whether your business is already active on social media or you’re looking to start an online community soon, we hope you have found this series useful. Follow @TheAHDB and @AHDB_BeefLamb to be part of our conversations.