Social Media Strategy, Part 3: Keeping Track

Erin Lewis

The hardest (and most exciting) parts of DIY social media are figuring out your goals and fine-tuning your content. From there, it may feel like smooth sailing, but there is still work to do! It’s time to measure and analyze your results. Here’s a breakdown of how to tackle the data side of social.

Which Metrics to Track?

Base the metrics you track on your goals. Look at your goals and try to create a statement for each that shows a direct relationship to a social metric. For example, one of our goals for our CTRL+CLICK CAST Twitter account is to provide a useful resource for the tech community. Our goal-to-metrics statement is: if we are sharing useful resources, then we should see an increase in RTs and link clicks.

You can also track folks talking about your business on social channels. We found that we get a lot of referrals to when our guests tweet about the show. Now we reinforce that by asking each guest to promote their episode. By tracking mentions of your business, you can find ways to direct more traffic to your site.

“There’s a difference between knowing what the stats mean and knowing which stats are meaningful.”

Kevan Lee

Which Metrics Matter by Kevan Lee has even more insights into choosing metrics that are meaningful for your business goals.

Where to Find your Data?

If you want to keep your costs low, you might choose a basic version of an online manager like Buffer, HubSpot or Hootsuite, and supplement their analytics with your own research. In addition to Hootsuite, we use a hodge-podge of everything listed here (all free!):

  • Twitter and Facebook. They both offer in-depth analytics that you can export as spreadsheets.
  • Google Analytics. You can create custom reports to get just the right data you need.
  • Social Bearing and BackTweets for Twitter. These are great tools to see who is talking about your business on Twitter.

Creating Your Report

Put your data together in a way that’s easy for your team to understand. Here’s our simple chart for tracking Twitter engagement. As a time saver, try Google Sheets and Docs for your data collection and reports. You can sync your charts as you update the data and provide easy access to all your team members.

Twitter Engagement Graph

Take your data one step further and analyze what it means. For example, looking at this chart above, there are 282 total engagements for March and April. We posted 90 times during that period. That means that on average we are getting 3.1% engagement per post. We can look at that percentage each period to see fluctuation.

# of engagements divided by # of posts = average % engagement per post

We found that formula along with many others in this how-to article about creating and explaining your social media report. You don’t have to reinvent the wheel, just find good sources!

Your Turn!

Are you ready to put together a do-it-yourself social media plan? Set up your baseline, examine your audience and goals, gather your tools and get going! Be flexible and keep your eyes open for what’s working and what isn’t. If you need a little help, contact us and we can help you create a plan that works best for your budget and your goals.

Want to Know More?


Setting Goals
SEO & Digital Marketing
Measuring Goals
Google Analytics 101

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