The Skim on Social Media Analytics

If you’ve spent a ton of time curating some super snarky, knee-slapping, punny social media content and are wondering why you aren’t getting any “likes,” you might be feeling like the gif on the left.

We might be able to shed a little insight! The reason behind your digital unpopularity boils down to the ever-changing, unbelievably complicated metric, social media platforms use to display content.

In order to understand each social media platform’s unique metric, you must first understand the three elements that comprise it – reach, impressions, and engagement. These three elements are used to measure the success of a social strategy. When trying to increase your visibility and influence on social media, it’s all about accurately measuring your metrics and finding areas to increase efforts.

Let’s break the three elements down. By definition they simply mean:

Reach: the number of people who see your content.

Impressions: the number of times your content is displayed.

Engagement: the number of interactions people have with your content

Reach and impressions are similar and often confused. Reach shows how many unique accounts have seen your post, and therefore how much awareness and value you’re gaining. If your objective is to increase brand awareness and “reach” the highest number of users possible, you should be focusing on growing your reach. There are several factors that have a direct impact on a post’s reach. For example, the use of hashtags, a call-to-action, and publishing when your audience is most engaged – just to name a few.

Digital impressions refer to the number of times an advertisement, Facebook post, tweet, or any other piece of digital content, is displayed to your audience, no matter if it was clicked or not. In most cases, you can choose to base your digital spend on impressions alone. This way, your budget will be based on the amount of times your ad or post is viewed. This is called Cost Per Impression (CPI). Impressions are effective if you want to continually track ads. They provide you with moment-to-moment updates. This element can help you gauge how users are responding to your ad.

Engagement refers to the number of interactions people have with your content. This includes likes, comments, shares, retweets, or any other measurable interaction with your digital content. There are multiple factors that influence engagement rate, such as the time of day a post is made, the frequency of posts, number of followers, the content and messaging, etc.

Now that we’ve covered the basics, which element is the most important? There’s no straight answer. It all boils down to what your marketing goals are. We would love to hear from how you have made analytics and insights work for you. Please share in the comments section, we would love to hear from you.

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