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Social Media Analysis: the 10 metrics to be tracked and the tools to do so

Do you know if your social media marketing works? Wondering how best to emphasize your efforts with appropriate reports? In this article we discover 10 important metrics and tools for social media analysis

The analysis of social media is fundamental if you really want to get results, but what are the social metrics to be evaluated and with what tools can you do it? You need to create a spreadsheet to keep track of the main ones social media metrics, before plunging into the individual metrics to be included in a social media marketing report. First create a new Google sheet or an Excel spreadsheet to track the data: this document will facilitate the sharing of the results found with the team.

Social Media Analysis

Once the sheet is created, add the columns for the metrics you want to monitor. For each column, include rows for the individual social media networks you are active on. Here is an example of how your spreadsheet will look:

Social Media Analysis 10 metrics - audience

Social Media Analysis: the 10 metrics – audience

Metrics and Social Media Analysis Tools

Now let's examine 10 performance-based metrics that will help you evaluate the work done and generate reports on your social media marketing efforts.

1: content metrics

Monitoring of content metrics and relative social media analysis allows you to analyze the content you share on social media and identify specific models. Maybe 75% of your posts based on images and only 25% based on videos. Does this approach give the desired results?

If you follow the 50/50 content rule, you can quickly see the subdivision of the original content shared with the content created by others, for example an article by industry experts (which tagghi in the post) or a reshared post created by an influencer for the your product.

A variety of other content may also fall into this category, including testimonials, reviews, guest posts, publications and infographics of sector. Share this kind of content can help you attract the attention of potential influencers, show off your skills and generate positive feelings about the brand you are promoting.

In the spreadsheet, add these columns to keep track of the content you share on each of your social media profiles:

  • Post with link
  • Post video
  • Post image
  • Text post
  • Original content
  • Other content

Social media analysis tools

To collect this data, go to your social accounts to see what kind of content you mainly publish. You can also use social media analysis tools such as BuzzSumo is Agorapulse to automatically generate a list of how much content and the type of content you share.

2: Timing metrics

What time of day do you publish on social media? When does your audience get the most out of your content? Are you consistent in publishing content? Are your posts timely and relevant to your audience?

Monitoring of time metrics will help you identify the best moments to post your content and help you identify gaps to fill. For example, you may decide to start capitalizing on relevant and relevant topics or publish at different times of the day.

Include these columns in your spreadsheet to track timing metrics for each of your social media profiles:

  • No. of posts per week
  • Usual publication time
  • Usual publication day
  • No. of seasonal posts
  • Timetable in which greater management
  • Day in which greater management

In insights derived from social media analysis, you can check at what times and days you are posting the most, search for frequency models and view the metrics on the timing of your social media accounts.

Social Media Analysis Tools

Numerous sector studies are also available to help you determine the best days and times to publish for specific sectors. For example, this study by Sprout Social recommend the best days and hours to publish for companies in the health sector. If you want a summary you can read the best times to publish that we have identified by comparing various social media analyzes

  metric-timing social media analysis

Social media analysis: timing

3: metrics related to the public

Monitoring metrics related to the public allows you to determine if the target audience finds your content engaging, including one of the most useful social media networks. If your clients are mainly men aged between 45 and 55 living in Milan, but your follow-up on Instagram for 90% of women between the ages of 20 and 50 from all over the world, you have a public alignment problem and you're attracting the wrong people with your social media content.

Robots can also be a problem. Besides temporarily increasing yours I like it or your engagement, they do nothing good, indeed, if ever, they can do more harm than good. When social networks discover a great deal of engagement through bots with your account, could penalize you for this reason.

Social media analysis of audience data will help you make sure you have real ones followers humans you want to engage with your content.

In the spreadsheet, include these columns to track audience data for each of your social profiles:

  • Total followers
  • New followers
  • New accounts you follow
  • % of males
  • % of women
  • Primary age group
  • Main position
  • Google Analytics Alignment

  metric-public social media analysis

Social media analysis: the composition of the public

Social media analysis tools: I publish

Here are some tools you can use to analyze your audience on social media:

been included Google Analytics in this list because the social media audience must correspond to the people they visit and convert on the website.

Remember: you know your audience, track their passages and make sure that the customer you are trying to reach is the same as the one involved in your online content.

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<p class=Social media analysis: measuring the composition of our audience

4: Listening metrics

With the analysis of social media, we go beyond the monitoring of mentions. Learn more about what people are commenting on and say about your brand on social media and measure the sentiment of those conversations (positive, neutral or negative).

By monitoring and analyzing conversations, can determine how to respond as a brand and address customer problems or thank and praise when needed.

To monitor social media listening metrics, include these columns in the spreadsheet for each social profile you follow:

  • No mention of the brand
  • No of positive feelings
  • No of negative feelings
  • No of neutral feelings
  • Main Mentioner

Social media analysis tools: brand

Here are some of the best tools to keep track of the mentions of your brand on social media and make a true social media analysis in a branding perspective

You can also try to keep up with current conversations manually by following the hashtags and @mentions of your brand, but keep in mind that not all users include this information in their posts.

  semrush metrics social media analysis

Social media analysis: the brand

5: Metrics of competitors

Taking a look at what your competitors do on social media can be useful for your social media marketing plan, it's really useful social media analysis.

Don't think about what you find out about competitors as rules to follow. You don't know how successful your competitors' social media efforts are or are how these tactics could work for your business. Instead, use the information you've gathered from your research to generate new ideas, strategies and tactics to try, in short do not copy (you don't even want to) but take inspiration to do something unique.

In the spreadsheet, add these columns for each of your profiles:

  • Strengths of competition
  • Weaknesses of competition
  • New opportunities
  • % of engagement difference

For an analysis of the soocial media of the competition, follow the accounts of the competitors so that they can view their posts as users do and also pay attention to their ads. Note what kind of content they are sharing and if they are using advanced strategies like working with influencer specific.

Social media analysis tools: competitors

Tools like Likealyzer (, Phlanx (, SEMrush and BuzzSumo can help you take a closer look at what the competition does.

social media analysis likealyzer

Social media analysis: tracking competitors

6: Metrics on engagement

Usually, user engagement metrics are the first clue on which companies judge the performance of their social media marketing efforts. However, unless your specific goal is to increase i I like it, the metrics on the engagement they only add extra details to the overall picture of the social media intervention.

To get a good understanding of the engagement, add these columns to your spreadsheet for each of your social media profiles:

  • Total engagement
  • Number of engagement by type (retweets, likes, comments, clicks on links, shares, etc.)
  • Engagement rate% Increase / Decrease
  • Mention received
  • DM / Direct messages received

Social media analysis tools: engagement

You can find metrics about back-end involvement of your information on social pages and manually counting data, but a long and advisable process. it is easier to look at the data collected by social media planning tools, such as Hootsuite, Sprout Social or Agorapulse.

7: Metrics on social traffic

Are social media one of your main traffic drivers? What is your bounce rate for social visitors? For example, do visitors leave your site immediately and come back to Facebook? In that case, probably your social message not aligned with the content of your website; in this case, some changes must be made.

Ultimately, you want your social users to act. These actions tend to have the greatest impact on your website, product pages and filling in online forms. You want to keep track of what happens when a social user clicks on a post with a link and goes to your website. Do visitors fill out the form or click on multiple pages on your site? The analysis of these data can address your approach in relation to posts with links on social media.

social traffic metrics

Social media analysis: traffic

To monitor social traffic data, add these columns to your spreadsheet for each social network:

  • Total sessions
  • Total page views
  • Bounce rate
  • Pages per session
  • Average duration of the session
  • Mobile or desktop traffic (like m.Facebook)
  • Most common links shared on social media

Tools Social media analysis: traffic

A variety of social media analysis tools can provide data on social media traffic. Here are some tools you might want to try:

8: Branding metrics

The importance of branding metrics is that of being able to measure how well your social posts align with your brand. The voice of the brand clear and consistent? Do the images you share on your social channels use the same filter or do they look similar? Do your posts use the right brand?

All brands should be able to have a PDF of branding guidelines that outlines important branding specifications, such as:

  • Terminology to be avoided
  • Company name
  • Statement on mission to follow
  • Guidelines for visual marketing
  • Public relations policies
  • Basic things to do and not to do

To monitor branding data, add these columns to the spreadsheet for each social network:

  • Do all posts match the brand guidelines? S / N
  • Any changes made to the brand? S / N
  • Do posts reflect changes? S / N

You will need to evaluate your brand on social media to ensure that your posts on social media are in line with your branding guidelines. If you find that a January post used an abbreviation for your company name and a February post reported the entire brand, you must address that inconsistency by going forward.

Find a convenient way to appropriately brand social media and stick to established standards. Users would notice it if things started to turn from the style of your brand.

9: Metrics on social media management

The metrics on social media management are the data that everyone forgets to measure. The columns you add to your spreadsheet for these metrics will be completely different from the metrics we discussed above. Here's what you need to keep track of:

  • Who manages your social media?
  • How many people are in your social media team?
  • How often are reports made?
  • Who is responsible or reports on the results?
  • Any correlation between the size of the team and the number of goals achieved
  • What is the average response time to comments?
  • What is the average response time to a DM or a private message?
  • What PR issues have emerged and who managed them?

You don't need specific tools to track this data, but tracking this information will help you find models in managing your social media that affect your marketing efforts and how to successfully reach your goals.

10: summary metrics and objectives

Goal and summary metrics are the latest data to be measured in the report and the most important in social media analysis. Looking at the data collected above, is it in line with your goals on Instagram, Facebook, LinkedIn and / or Pinterest?

Make sure your goals have a thing and a thing, not just a thing. Set clear and achievable goals and measure results.

  metrics social media analysis metrics

Social media analysis: set goals

In the spreadsheet, add these columns to track your goals:

  • Realized the primary objective? S / N
  • Realized secondary objective? S / N
  • % difference from the last quarter to this quarter

Also include these columns for summary metrics:

  • Conversion rate
  • Number of conversions completed
  • Earnings / losses in economic value
  • Achievement of global results on social media
  • Total number of posts on social media

If you have achieved your primary and secondary goals and have tons of data to prove it, you are ready to create new goals and increase mail on social media.

If you have not achieved your primary or secondary goal, what did you learn? Perhaps Pinterest does not serve to achieve your general goals and time to abandon your marketing efforts on the platform, or perhaps you have discovered that the posts of your images are no longer working well and you'd better focus on creating video content.

In conclusion

Analysis on social media different from just looking at reach and engagement and requires control of all social media marketing efforts, as well as analysis of strategies and competition.

It is recommended to plan the time to check the social media marketing plan on a quarterly basis: this will guarantee you have enough data to make important decisions. Furthermore, these timelines will make it possible to make the necessary changes to the social media marketing plan before heading to the next quarter. Good social media analysis at all!