3 Important Social Media Metrics
3 Important Social Media Metrics to Measure
Engagement has been an important metric for understanding if your audience is interacting with your brand. However, if you’re stuck on only analyzing the numbers of those who have taken an action on your content (like, comment, share, click) then you’re not seeing the complete picture. Reach and frequency are arguably just as important as engagement. When it comes to brand marketing, it’s all about striking that balance of reaching the appropriate number of people at the right amount of frequency.
Repetition is key, and reaching larger audiences and exposing them to your brand messaging is what strengthens brand awareness and grows revenue. Frequency is calculated by dividing Total Reach (the number of times your content appeared in Facebook users’ News Feeds) by Unique Reach (unique Facebook IDs to which your content was displayed, not counting multiple views by the same Facebook user). It shows you the average number of times your post (or ad) was shown to each person. It’s important to monitor your volume of posts because a high frequency can result in negative feedback, which can hurt reach and lead to ineffective spend. Looking at this will put you on the path to finding the ideal amount of posts for publishing based on your content quality. The better the content, the more Facebook will show your ad to a given user, thus giving you more value for your budget and allowing you to publish more in a given period.
This metric measures how many people are hiding your content from their News Feed. This clearly affects your reach since it tags your content as uninteresting or spammy, and it will become shown less frequently. No matter if you put money behind your post or not (paid or organic), this number shows whether your content is resonating with your audience. *If this number is quite high, take it as a sign that you are likely targeting the wrong audience. *
Deep Demographics in Paid
This metric segments other top-line metrics such as CTR (Click Through Rate), CPC (Cost Per Click), reach and so on by demographic. This enables you to measure your ad performance by region, so that you can benchmark and identify where your ads were the most effective and ineffective.