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Examine Click Rates

Clicks help us understand how our followers engage with us, why they’re engaging, and what’s making them click on different links. Facebook has a fairly extensive click-tracking system. The number of post clicks for each individual post signifies what content our fans found most interesting or enticing. In addition, we use Actions on Page to see click counts for various elements (phone, directions, website, call to action, etc.). It also shows clicks based on user demographics. We also use the above method for tracking retweets on Twitter to view individual link clicks in posts.

Track Referral Traffic

If we find one or more social channels aren’t bringing us the number of click-throughs we expected, we use this data to improve our calls to action and campaigns. We find our referral traffic data in our Google Analytics. The Overview provides basic information on total sessions from each social network and under Network Referrals, we view session counts, page views, duration, and pages visited per session.

Content Sharing

Highly shared posts indicate that our audience found the topic or type of content particularly helpful, or had a strong emotional or psychological connection to it. The more often content is shared, the greater the reach.

Review Replies/Comments

As with reactions, they’re direct response metrics that help us weed out uninteresting content from your publishing schedule. Because replies are typed out, you can also view individual posts that performed well to measure follower/fan sentiment. On Facebook we view comment counts and when we want more details on the comments and audience sentiment we read through our followers’ comments. On Twitter, we measure the number of replies for each post in our Twitter analytics. We check the total replies for a designated period and the average number of replies for each day.

Track Follower Growth

Ideally, we consistently grow our following. This means the content we are sharing and the ways we are engaging our audience is enticing enough to attract new fans. On Facebook we obtain analysis of our number of page likes. Through Insights tab this lets us monitor our audience’s reactions to certain posts or determine which time periods are best for bringing in new fans. On Twitter, we view trends and statistics for our followers. We monitor data that shows a continuous 28-day summary, with information on our followers on the far right. We track gain/loss trends for recent followers. A summary for previous months, which includes changes in followers are also obtained.

Audience Demographics

Our Fans section allows us to view various demographic factors for our fan base.On Twitter, your analytics data provides audience information related to your followers. We maintain a broad overview of your audience, as well as specific demographics, lifestyle interests, and other in-depth audience demographic information.

Determine Reach

When people engage with our content, their activity is usually shared with their connections, which increases our page’s reach. Mixing more engaging content around entertainment and sports into our social strategy will significantly improve the reach of both your posts and our business which will drive traffic to your brand. On Facebook through theInsights taband underthe Reach optionwe monitor our post reach, which is basically the number of people who saw your post. Our total reachis the number of people who saw any activity from our page as a result of follower interactions, ads, mentions, check-ins, and so on. On Twitter, we monitor the number of impressions for each tweet. As people interact with our tweets the number of impressions will rise as a result of expanded reach.

Monitor Mentions

It’s important that we track our mentions. On Facebook, we get notifications whenever someone tags your business/username in their post

Track Likes and Reactions for Posts

This direct response metric helps us determine whether our audience is interestedin what we are currently publishing and should inform the type of content we share in the future. If our only engagement is not impactful on certain topics, we cut that content from your editorial calendar or send those articles through another channel to a different audience segment that might be more receptive. Facebook provides more in-depth measurements with its updated reaction system, which lets us know whether our fans like, love, dislike, or are upset by something we shared. The data in the engagement measures the total reactions for a post. Twitter has a similar approach and displays all of our tweets for a selected timeframe. We review data which shows the daily number of likes that our tweets are receiving, as well as our average likes per day.

Identify Optimal Times for Engagement

It helps us tailor our strategy so we post content at the right time (when your audience is most active) and the best days of the week. On Facebook, you can view your followers’ daily activity over the last week. By narrowing it down to individual days, we can see how engagement shifts by the hour through the Insights page.ThroughTwitter data we monitor how engagement rises and falls by day over the last 28 days (default) or another designated time period.