I have had the pleasure of meeting SO many people through social media. My partner…
Allergic to social media analytics?
I feel you – numbers are NOT my jam either.
I hate ‘em.
BUT, here’s the thing.
When it comes to success on social media, they are critical.
Why? Because if you don’t know where you’re going, how on earth are you ever going to get there?
Setting goals and tracking key numbers when it comes to your socials allows you to measure whether all of the hard work you are putting into them is worth it.. or whether it’s time to change things up.
For that reason, even though it’s not the SEXIEST of topics, when it comes to your success tracking and measuring your social media analytics is one of the most important.
And guys? It can even be FUN.
In this episode, I am going to show you how to track your social media analytics the SMART way, and to enjoy the process too.
Now, to make life incredibly easy for you, I have also just launched a new product in the Social Shop that will help you as you go through this training.
I have put together some seriously good looking social media analytics tracking spreadsheets for simply and easily recording your analytics.
Not only that, when you update these spreadsheets they AUTOMATICALLY create beautiful visual graphs to track your progress.
With these spreadsheets, you are not only recording your progress each week, but you can visually SEE that progress – something that has been a complete game changer since implementing it into my business.
I’m able to see the impact that my efforts are having on my business and track the increase in things like follower numbers, reach and engagement.
Numbers may not be sexy, but success certainly is!
And, tracking and measuring your social media success visually with a graph showing your statistics improving over time is incredible motivation to keep going.
Are you inspired to start tracking your stats yet?
I hope so!
Now, whether you decide to download the done-for-you templates or not, here’s my detailed, step-by-step instructions for track and analysing your social media statistics the right way.
The first thing you need to do is to commit to tracking your key social media statistics on a regular, consistent basis.
I strongly recommend doing this once a week – mostly because some of Facebook and Instagram’s analytics only allow you to measure either the previous seven days or the previous 28 days, so doing it fortnightly (for example) isn’t possible.
Now, this doesn’t need to be time consuming – and in fact it shouldn’t be.
Set aside five – ten minutes in your diary each week.
Then, add it to your project management software to ensure it actually gets done. I use Asana for this, and am able to easily set up a recurring task each Monday morning which appears as an item on my WIP list to tick off and complete.
Step two is to understand key social media analytics terms, so that you know exactly what you need to track when it comes to your socials and why it all matters!
There are a number of key things that I recommend you track and measure.
The ones that are most important to you will depend on where you are in your business and what your overall business objectives are (something that I go into a lot of details with inside my Hashtags Aren’t The Answer online course, if you want more information on that!)
But, for now, let’s just go through the main social media analytics to track.
I will be focusing on Facebook and Instagram here, but keep in mind that you can use the spreadsheets to track other key metrics on other platforms too.
1. Follower numbers:
The first metric – and the one that most people focus on – is follower numbers.
This is the number of people you have connected to your page.
This is important because you ultimately want to grow an audience of the right people.
But, be careful.
Don’t chase followers at any cost.
If you are finding that your followers aren’t your ideal client – people that one day would do business with you, or refer you, and that they are random followers that don’t engage with your content, they aren’t worthwhile.
Well, this bring me to the next key social media metric – one that is in many ways MORE important than followers in today’s social media landscape.
Engagement refers to the actions that people are taking on the content that you post – things like likes, comments (very important) and shares. The more that people are engaging with your content, the more that they are enjoying it and so it’s a critical social media analytics metric.
Both the Facebook and Instagram algorithms – along with the algorithms for most other social media platforms like LinkedIn – heavily favour content with good engagement when it comes to deciding what appears in the newsfeed of your followers.
Reach refers to the number of unique eyeballs that see your content. Notice that I emphasise unique. This is because it differs to another similar social media metric called impressions – which is the number of times a piece of content is seen in newsfeeds.
If one person sees the same piece of content twice, it counts as one reach but two impressions.
When measuring your social media success and tracking your analytics, reach is important because it shows you how many people are seeing your posts.
4. Email subscribers:
Ultimately, your goal on social media is to get people off social media and into a platform that you own so that you can further develop a relationship with them.
The way I recommend doing this is to drive them to your email list via a valuable freebie or offer that they swap their email address for.
Why is this so important?
Well, because we ultimately don’t own our social media accounts.
With the algorithms tightening, it’s getting more and more difficult to be seen and only a percentage of our followers will ever see our posts – even if we are doing a stellar job.
That’s why it’s so important to build an audience that we have control over, and the best way to do this is still email. Email also converts at a much higher rate than social media. So, growing an email list is an important focus of your social media efforts.
These are the main social media analytics, and they are the ones that we will be focusing on here because they are able to be tracked and measured on your social media platforms.
Before we move onto the next step however, I want to flag two other metrics to measure – both of which are very important when it comes to your business success.
They require you to have an understanding of Google Analytics, something that isn’t covered in this piece.
Traffic: Traffic refers to the number of people that click from your social media accounts and posts onto your website. Ultimately, your goal on social media is to get people off social media and into a platform that you own so that you can further develop a relationship with them, so tracking traffic allows you to see how many people are actually doing that.
Leads/Conversions: The final metrics that I recommend tracking when it comes to you social media accounts is leads and conversions. Now, what this actually is will depend on your business but it is the action someone takes AFTER they have clicked off social media. Sometimes, it will be the number of email subscribers – for example, if your business is service based and a lead is an email opt in. Sometimes, it will be conversions/sales – for example, if your business is eCommerce. Sometimes, it will be booking a consult. You will need to decide what this is in your business, but it is the final step that a customer or client takes with you after coming across you on social.
Now you know what the key social media analytics terms mean and the things that you should be considering tracking in your business, it’s time to set some goals.
I recommend setting goals for each of the four social media analytics set out above – followers, reach, engagement and email subscribers.
If you have the social media analytics spreadsheets, this is the first thing you will input into them, within the ‘GOALS’ tab.
The coolest thing is? Once you have populated your goals for each, the spreadsheets will automatically update with how many the number you need to reach your goal.
As you start to track your numbers each week, it will also update automatically each week with your progress.
See, I told you this could be fun!
Here are the goals that you need to set, along with how to go about it.
Firstly, you will set some follower goals. If you have the social media analytics spreadsheets, this is easy – simply enter the numbers in ‘follower goals’ in tab one.
What should your goals be?
Well, when it comes to followers, I recommend setting a stretch goal but also one that is isn’t complete out of reach. This will depend on things like your budget, resources and the time you have to dedicate to your social media strategies.
If you aren’t running paid ads on Facebook, for example, it might be unrealistic to think you can get hundreds of new likes a week.
If you are completely unsure, I would aim for 40 new followers on Instagram per week on average, and 20 on Facebook if you are doing things organically to begin.
Now, if you have the spreadsheets, I have also included other platforms such as LinkedIn, Pinterest, Youtube and Facebook Groups in so that you can easily track those too.
Of course, you will need to keep in mind that ‘followers’ is actually subscribers on Youtube, Connections on LinkedIn and Members in Facebook groups.
How do you find your follower numbers?
On Instagram, simply look at your number of followers at the top of your account.
On Facebook, they are listed along the side on desktop.
Secondly, you will set some engagement goals.
Again, if you have the social media analytics spreadsheets, this is easy – simply open the engagement spreadsheet and enter the numbers in ‘engagement goals’ in tab one.
This is a trickier one to set goals for, because it can be hard to know what to shoot for when it comes to what ‘good’ engagement is.
My recommendations is that you constantly try to improve on where you are currently.
To do this, calculate your current engagement. Keeping in mind your follower goals and the increased engagement that will come from that, where do you want to be at the end of the year?
The important thing here is to note something down.
As you start to track your engagement each week with a view to improving each and every week you will start to see what is a stretch goal that is within reach and you can adjust accordingly.
So, how do you calculate your current engagement?
On Facebook, head to your business page and toggle to ‘insights’ in the row along the top. On the overview tab that pops up first, you will see a page summary and bottom left is your engagement for the past seven days!
On Instagram, there is a little math to do.
Simple math though – and if I can do it, trust me so can you.
Toggle to Insights on your business page and then to content. Click on ‘feed posts’ and then sort by ‘all’ posts by ‘engagement’ in the last seven days.
Add up the engagement on each post to get your total for the week.
Thirdly, set your reach goals.
If you have the social media analytics spreadsheets, simply open the reach spreadsheet and enter the numbers in ‘reach goals’ in tab one.
Just like with engagement, find out your current reach before you set goals. Your ultimate goal is simply to improve every single week, so the number you put in here can change once you are clearly on what is achievable in your business.
Reach on your Facebook account is also found in the page summary section mentioned above.
On Instagram, again head to Insights, and then in the Activity section scroll to the bottom – your reach for the previous seven days is listed there.
Fourth, you need to set some email subscriber goals!
If you have the social media analytics spreadsheets, you will do this in your followers spreadsheet.
This number will come from your email service provider.
If you already have one, great.
If not, I use ConvertKit.
Mailchimp is also a great option for beginnners.
The next step is to consistently track and log your social media statistics consistently, in the regular intervals you have committed to above.
Again, I recommend doing this weekly on the same day.
If you have the social media spreadsheets, you will do this in the ‘LOG’ tab of each of your spreadsheets. Start by entering the dates, and then at the top list all of your current statistics.
Then, each week simply go in and update the stats for that week.
For follow stats you will simply enter the new follower numbers.
If you are using the spreadsheets, for reach and engagement, you will add that week’s number to the previous weeks until you get to the end of the month. So for example, if you reach in week one was 100, and in week two was 200, you would enter 300 in week two. Once you get to the end of the month, you would start again. This allows you to see your monthly reach and engagement in the graphs visually. There are instructions on how to use the spreadsheets at steviesayssocial.com/46 so if this doesn’t really make sense, watch the video for a visual demo.
In addition to logging your stats, I also recommend keeping track of what you actually did that week so you can start to make sense of the data. For example if you implement a new strategy or run some Facebook ads and your stats increase, you’ll be able to see why.
I also recommend tracking the number of posts you make each week. Again, this is so you can analyse your social media data. Comparing a week in which you posted 10 times to a week in which you posted once isn’t fair.
If you have the spreadsheets, there are columns for tracking both of these things (see above).
Step Five: Visually analyse your social media statistics
Okay guys, this is the fun bit.
After you’ve set your goals and you’ve been logging your data consistently, you will be able to start seeing your progress each month – or areas where you need to improve.
If you have been doing this using the social media tracking spreadsheets, this is where things get really cool.
You can literally toggle to the ‘growth’ tab and you will get visual graphics and tables that show you exactly how you are progressing. And the best bit? This part is entirely automatic – there is nothing for you to do!
Because everything is visual, you are able to easily see peaks, troughs and where things need to be tweaked.
Even better, there are tables which automatically populate to show you your monthly growth and overall growth as a percentage.
HOW COOL IS THAT?
Pretty damn cool if you ask me.
And guys, that is it.
Tracking these key social media analytics each and every week should be an integral part of your social media strategy.
It will enable you to measure your progress, know whether or not your strategies are working and, best of all in my opinion, provide an extra incentive for you to keep going – because you can SEE what impact your efforts are having.
It will stop you from ‘flying blind’ and from slacking off.
Now, if you want to get your hands on the social media planning spreadsheets with all of the formulas already input in and the ability to see your progress visually, I recommend clicking here to download them right now.
Hopefully, this break down has inspired you to final start tracking your social media numbers, and has made it super easy for you to do so.
If you enjoyed it and found value in this content, I would be so grateful if you would jump over to iTunes and leave me a rating and a review. It makes all of the hard work that I put into creating free content for you every week worth it when I see that it is helping you.
If you enjoyed it and found value in this content, I would be so grateful if you would jump over to iTunes and leave me a rating and a review.
It makes all of the hard work that I put into creating free content for you every week worth it when I see that it is helping you.