SocialoApp | 9 social media analytics metrics brands ignore too often

It’s easy to get caught up in the social media world. You’re connecting with your audience, sharing content they love, and engaging with followers.

But sometimes, we get so caught up in the engagement and interaction side of social media, we forget about the most important part: analytics.

Analytics are crucial for brands and businesses alike. They help you see who your audience is, what they’re engaging with, and what’s driving your social media success.

However, there are a few social media analytics metrics that brands tend to overlook. Let’s take a look at nine of them.

1. Click-through rate (CTR)

Click-through rate is a metric that measures the number of clicks your content receives per impression.

An impression is counted each time your content is shown on someone’s social media feed. A click is counted each time someone clicks on your content.

To calculate your click-through rate, use this formula:

Total clicks on post content/Total impressions x 100

Click-through rate is a great metric to track if you’re trying to increase traffic to your website. If your click-through rate is low, it could mean your content isn’t engaging enough to get people to take action.

Social media conversion rate is the percentage of your social media followers who take a specific action, such as downloading a whitepaper, signing up for a newsletter or making a purchase.

To calculate your conversion rate, divide the number of conversions by the total number of social media engagements and multiply by 100.

If your social media conversion rate is low, you may want to consider creating a more targeted social media strategy. You can also use social media analytics tools to identify which types of content are driving the most conversions.

3. Customer lifetime value (CLV)

As the name suggests, customer lifetime value is the total worth of a customer to your brand over the course of their relationship with you. This is important because it costs five times more to acquire a new customer than to keep an existing one.

So, if you’re losing customers at a high rate, you’re going to have to spend a lot more money on marketing to make up for that loss. Customer lifetime value is a great way to track customer loyalty and retention.

To calculate your customer lifetime value, start by choosing a time period you want to analyze. Then, add up the total number of customers you acquired during that time period and the total revenue you made from them.

4. Sentiment

Sentiment analysis is the process of determining the emotional tone behind a series of words, used to gain an understanding of the attitudes, opinions, and emotions expressed within an online mention.

Sentiment analysis is a critical part of your social media monitoring strategy. It allows you to quickly understand how people are reacting to your brand, your competitors, and your industry as a whole.

There are three types of sentiment that you should be measuring: positive, negative, and neutral.

Positive sentiment is when a user mentions your brand or product favorably. Negative sentiment is when a user mentions your brand or product unfavorably. And neutral sentiment is when a user mentions your brand or product without expressing a sentiment.

By tracking sentiment over time, you can identify trends and patterns in the way people are talking about your brand. This allows you to make data-driven decisions about your social media strategy and take action to address any negative sentiment.

Your share of voice is a measure of how much of the conversation about your industry or niche your brand owns compared to your competitors.

This is a key metric because the more share of voice your brand has, the more you can assume that potential customers are aware of your brand and what it does.

You can calculate your share of voice by dividing the total number of times your brand was mentioned by the total number of times your brand and your competitors were mentioned. Then, you multiply that number by 100 to get a percentage.

6. Video completion rate (VCR)

This metric is pretty self-explanatory. It’s the percentage of your video that people watch.

If you’re sharing video content on social media, it’s important to track how much of your video people are watching. You can use this data to inform your video content strategy and decide how long your videos should be.

You can also use this data to inform your social media advertising strategy. If you have a video ad with a low VCR, it may be a sign that you need to make some changes to the video or the audience you’re targeting.

7. Referral traffic

Referral traffic is a metric that indicates the number of people who clicked on your social media content and landed on your website.

Referral traffic is a great way to measure how effective your social media content is at driving traffic to your website. If you see a lot of people clicking through to your website, that’s a good sign that your social media content is resonating with your audience. Referral tools like ReferralCandy make it easy to track your referral traffic with built-in analytics.

8. Time spent on website

If you’re looking to increase your website traffic, it’s important to consider the quality of that traffic, not just the quantity.

Measuring the average time spent on your website can give you a good indication of this. If your website traffic increases but your average time spent on the website decreases, then it’s likely that the traffic isn’t of high quality.

You can use the “Referrals” tab in Google Analytics to see which social media platforms are sending the most traffic to your website and how much time is spent on your website from each platform.

9. Email sign-ups

Email sign-ups are one of the most overlooked metrics on social media. People are much more likely to give you their email address than they are to make a purchase or even click through to your website from social media.

That’s because email is a low-commitment way for people to get to know your brand better. So, if you’re not already promoting your email list on social media, you should be!

You can use your social media posts to promote your email list and encourage people to sign up. You can also use social media ads to target people who are likely to be interested in your email list. This is a great way to grow your email list and get more leads for your business.

Your social media marketing strategy should be based on data. The data you collect will help you make decisions about what content to create, what products to promote and what social media platforms to use.

But if you’re not tracking the right social media analytics metrics, you could be missing out on valuable insights. In this post, we’ll take a look at nine social media metrics that brands often ignore, and how you can use them to improve your social media marketing strategy.

Conclusion

Social media analytics metrics are invaluable in providing insight into your social media marketing performance. Don’t ignore them! Instead, use the metrics to improve your social media marketing strategy and grow your brand.