Measuring social media campaigns
Social media marketing can be measured using your web analytics, tools provided by the platform and third party tools. Measuring and monitoring your activity helps you improve future campaigns and get a return on investment.
Types of social media
Types of social media include:
social networking platforms – such as Facebook, LinkedIn and Twitter
photo and video sharing platforms – such as YouTube, Instagram and Flickr
bookmarking tools – such as Pinterest and Reddit
syndication and aggregator sites – such as content sites and price review sites
onsite or ‘owned’ media – such as blogs, customer reviews, product ratings, etc
For information on measuring specific social media platforms, see:
measure and monitor your Facebook activity
measure and monitor your Twitter activity
LinkedIn for business
Pinterest for business
Key social media metrics
You should monitor and measure both your own social media campaigns and what people are saying about your brand online. Metrics include:
how many people follow you on social media platforms
engagement rates with your social media posts
number of views of your videos and time spent watching
geographical spread of followers or viewers
brand sentiment – ratio of positive to negative comments
share of voice compared to competitors – frequency of conversation about your brand
There is a wide range of tools to monitor and measure your social media activity. You need to establish benchmarks of your current performance, against which you can measure future progress.