7 Social Media Analytics Every Brand Should Track for Success

A staggering 4.9 billion people now use social media worldwide, representing over 60% of the global population. In such a growing digital world, a brand's success hinges not just on its social media presence, but on its ability to use the power of advanced analytics. These metrics offer a crystal-clear view of audience behavior, content performance, and overall brand impact.

By focusing on key performance indicators, you can turn your social media strategy from guesswork into clear, actionable results. In this guide, we'll explore seven essential social media analytics you should consistently track; from engagement metrics to customer sentiment analysis, these indicators are your secret tools for growing online.

7 Essential Social Media Analytics for Every Brand's Success

1. Engagement Metrics

Engagement metrics go beyond likes and shares; they give deep information into how your audience interacts with your content. Engagement metrics reflect the quality of your content and its relevance to your audience. Higher engagement often indicates that your content is hitting the mark. To measure engagement effectively, use tools like Facebook Insights, Twitter Analytics, and Instagram Insights. Track metrics such as likes, comments, and shares regularly to understand trends.

How to Improve

1. Focus on creating high-quality, valuable content that speaks to your audience's needs and interests.

2. Use polls, questions, and interactive content to encourage participation.

3. Post when your audience is most active to maximize visibility and engagement.

4. Engage with your audience by responding to comments and messages quickly.

2. Reach and Impressions

Reach and impressions are important for understanding your content’s visibility. Reach refers to the number of unique users who see your content, while impressions count how often your content is displayed, regardless of clicks.

Track these metrics using tools like Google Analytics and social media platform insights. Reach gives you an idea of how many people you are potentially influencing, whereas impressions show the frequency of your content's exposure.

How to Increase

To increase your reach and impressions, start by optimizing your content.

1. Use relevant keywords and hashtags to make your content discoverable that is what significantly matters.

2. Collaborate with influencers to expand your reach.

3. Invest in paid ads to improve the visibility of your key posts.

Share content across multiple platforms to reach a wider audience.

3. Follower Growth Rate

The follower growth rate is more than a vanity metric; it shows your brand's ability to attract and retain an audience. A steady increase in followers indicates growing interest and trust in your brand.

Track your follower growth rate using tools like Social Blade or native platform analytics. Calculate the growth rate by subtracting the number of followers at the beginning of the period from the number at the end, then divide by the number at the start and multiply by 100.

How to Improve

To improve your follower growth rate, it's essential to maintain a consistent posting schedule that keeps your audience engaged and looking forward to your content. Focus on quality over quantity by focusing on creating valuable, insightful posts that relate to your audience.

Actively engage with your followers by responding to comments, liking their posts, and sending direct messages to build strong connections. Additionally, consider running giveaways and contests to attract new followers and improve engagement.

4. Click-Through Rate (CTR)

Click-through rate (CTR) is a vital metric for understanding how effectively your social media content drives traffic to your website or landing page. It measures the percentage of people who click on your content after seeing it.

Track your CTR using tools like Bitly for link tracking or platform-specific analytics. A higher CTR indicates that your content is engaging and relevant to your audience.

How to Improve

1. Use strong and clear call-to-actions to encourage clicks and guide your audience toward the desired action.

2. Incorporate eye-catching images and videos to capture attention and enhance the visual appeal of your posts.

3. Ensure your content aligns with your audience’s interests and needs, making it relevant and engaging.

4. Test different headlines, images, and call-to-actions through A/B testing to determine what resonates best with your audience and optimize your strategy accordingly.

5. Conversion Rate

Conversion rate is also important for assessing the effectiveness of your social media efforts in driving desired actions, such as sales, sign-ups, or downloads. It measures the percentage of users who take a specific action after clicking through your social media content.

You can track conversion rates using tools like Facebook Pixel etc. Calculate the conversion rate by dividing the number of conversions by the total number of clicks and multiplying by 100.

How to Improve

1. Ensure your landing pages are relevant, fast-loading, and user-friendly.

2. Use clear, concise, and persuasive calls to action.

3. Use retargeting ads to re-engage users who have previously interacted with your content.

4. Provide incentives such as discounts, free trials, or valuable content to encourage conversions.

6. Social Share of Voice (SOV)

Social Share of Voice (SOV) measures how much of the social media conversation is about your brand compared to your competitors. It helps you understand your brand's position in the market and the effectiveness of your social media strategy.

Track your SOV using tools like Brandwatch, Sprout Social, or Hootsuite Insights. Calculate SOV by dividing the number of mentions of your brand by the total number of mentions of all brands in your industry, then multiply by 100.

How to Increase

Follow these tips to improve your Social Share of Voice:
Actively participate in relevant industry discussions and trends to stay engaged and visible. Produce highly shareable content that encourages user interaction and spreads organically. Collaborate with influencers to amplify your reach and strengthen your brand presence.

Keep an eye on your competitors’ activities (competitive analysis) through competitive analysis and adjust your strategy to stay competitive and innovative.

7. Customer Sentiment Analysis

Customer sentiment analysis helps you understand how your audience feels about your brand. By analyzing the sentiment behind social media mentions, you can gauge public perception and make informed strategic decisions.

You can use tools like Social Mention, Brandwatch, or Lexalytics to perform sentiment analysis. These tools analyze text from social media posts to determine whether the sentiment is positive, negative, or neutral.

How to Improve Sentiment

To improve sentiment, start by regularly monitoring social media for feedback and responding promptly to any concerns. Proactively address and resolve negative sentiment to show your audience that you care about their experience.

Highlight positive reviews and share testimonials to build trust and credibility. Additionally, maintain a positive, helpful, and engaging presence on social media. Use sentiment analysis tools to track the tone of conversations about your brand and identify trends or recurring issues that need attention.

Conclusion

Tracking these seven social media analytics is essential for any brand looking to succeed in the digital world. By focusing on engagement metrics, reach and impressions, follower growth rate, click-through rate, conversion rate, social share of voice, and customer sentiment analysis, you can gain a comprehensive understanding of your social media performance and make the best decisions to improve your strategy.

As you apply these insights, you may find that some metrics are more relevant to your specific goals than others. Don't hesitate to adjust your focus accordingly. Use your data to continually improve your social media presence and engagement with your audience.