Many business owners/social media marketers do a very good job posting to social networks and interacting with their audience, but when it comes to measuring the outcomes of their actions, they seem to be overwhelmed by all the data that each platform provides!
Tools For Facebook Analytics
For small businesses, the gazillion of metrics and data Facebook provides are more than enough to measure the effectiveness of your Facebook marketing campaigns. If you want more advanced/comprehensive insights, then there are many tools on the market for that purpose. Some of the great ones are: PageLever, EdgeRankChecker, SimplyMeasured, ZuumSocial, BuddyMedia, Crowdbooster…etc
- Audience Size
This is the number of all people following you on Twitter. You should also monitor the number of people who you follow because Twitter has a ratio limit between those numbers. While Twitter is still holding back to release their Analytics tool to the public, there are still some metrics that we can’t track on this platform such as (traffic to our Twitter profile, the referrals that send traffic to your Twitter profile, the number of new followers, clicks, mentions each referral has brought…etc). Without these you can’t accurately track what efforts bring the most ROI, and what don’t!
- Lists That You’re A Member Of
Many people don’t measure this, but I believe that this is the most important metric on Twitter. I like to call Twitter lists “Noise Cancelers”. Because of the gazillion of updates that go to every Twitter user’s profile each day, it’s hard for your valuable tweets to get noticed. However, if people find that you tweets are interesting, they’ll add you to their specific lists, so instead of competing against hundreds or even thousands of profiles that they follow, you’re only competing with dozens or so. The more lists you’re in, the more exposure you’re going to get and the more clicks your target links will generate.
This is the total number of unique users exposed to your tweet. The performance of this number relies on 4 factors: your audience size, the lists you’re a member of, the number of retweets and the time of tweet. The bigger your reach, the better chance you have at getting more people to notice your messages and spread them even more.
This is the only metric that many business owners as well as social media marketers seem to care about the most. It’s a very important metric indeed, especially if your goal is to drive traffic back to your website, blog or any external source (landing page, Facebook page…etc). This is like the “King” of metrics, where all of them should work together to improve this number. The better other metrics perform on Twitter, the more clicks you’re going to get
You can also use this metric to measure the effectiveness of your headlines and copy. On Twitter, good headlines rule. If you notice that one tweet got lots of clicks, then there must be something special in the tweet (in terms of topic or copy itself) that got many people to follow it. This can help you identify top topics of interest as well as what makes people follow your links.
This metric is great because it helps you measure how influential you are and how much loyalty your followers have for your brand. This metric directly affects most of the other metrics on Twitter such as reach and clicks. The more retweets you have, the more additional exposure you’re going to get and the more clicks your external pages will generate. To make this number go up, thank people who have previously retweeted your content, retweet their interesting stuff, help them if they have a problem and they’ll be more than happy to spread the word about your messages.
Tools For Twitter Analytics
Although Twitter doesn’t yet provide analytics data through their platform, there are many great tools (mostly free!) that you can use to measure important metrics. Some of these tools include: TweetArchivist, Twitonomy, TweetReach, Tweriod, TweetStats, Crowdbooster, TweepsMap, Klout, SocialBro…etc
- Audience Size (Subscribers)
This is the total number of all the subscribers to your channel. I believe that video marketing will be the future of social media marketing, and that’s why you need to start building an audience there as soon as you can. The good thing about YouTube is that your videos have more exposure than in other social platforms. With Facebook, if you get 30% of your audience to see your messages, then you need to consider yourself lucky (or genius). Because of EdgeRank, more brands are losing exposure for their messages. With Twitter, there isn’t a restricting algorithm yet, but your messages will be lost in the stream because everyone seems to be following lots of profiles these days.
The case with YouTube is that I sometimes find brands with let’s say 2 million subscribers and they get almost 2 million views on every video they upload or even more. While many of these views could have been come up from different sources, the opportunities that YouTube offers are humongous. You get most of your subscribers to see your video, you get people who use YouTube search (second search engine in the world) to see your video (if you do a good keyword optimization) and most of all your videos could be shown up in Google (the biggest search engine) which gives you even more exposure! How cool is that
This is the number of times your video has been seen either on YouTube or any other external source such as your website or blog. This metric is like the traffic that each of your blog posts get (I‘m talking about video views not overall channel views). It depends on the size of your audience (either within YouTube or outside), how good is your keyword optimization and the nature of the video itself (whether it has viral characteristics or not).
- Audience Retention
This is one of the most important YouTube metrics that you should be keeping an eye on (it’s priceless). It’s like the bounce rate when it comes to your website. While views can show you how many times your video has been seen, they don’t show you whether the users have watched it all or just the first 10 seconds!
This metric will tell you when viewers leave your video and what exactly has turned them off so you can improve upon those findings when doing future videos. The great thing is that you have the video playing just under the graph so you know exactly what you’ve been doing (or saying) when you had a significant drop on the graph above!
If you have a call to action on your video that encourages people to click on the link on your description, then you can track that in Google analytics or using a URL shortening service such as BitLy.com. This is very important to track, especially if you’re directing people to perform a specific action on your website like subscribing to your email list, reading a blog post or buying something from you. This number depends on how great your video was as well as how enticing your call to action at the end of the video is. YouTube could be a valuable source of traffic despite what many people are saying. So make sure you take that to your advantage!
Tools For YouTube Analytics
While there are several tools for tracking your YouTube marketing performance, their analytics platform is more than enough to help you understand your market more (in terms of demographics, interest…etc) and improve the return on your investment. They also allow you to see where your viewers are coming from so you know exactly where to concentrate your efforts. The other wonderful feature that YouTube Analytics offers is the individual stats that appear in each video page including: key discovery events, engagement, audience…etc
What About Other Social Networks?
While other social platforms either hasn’t yet introduced their own analytics dashboards or they offer very few data, they all rely on the same principles as the previous ones: audience size, discovery (views or reach), interaction (pins, comments, pluses…etc) and referral traffic. There are also many tools on the market both free and paid
Nowadays, it’s clear how important the amount of YouTube subscribers is when channels or people are classified by the number of followers. As a natural result of the accelerated increase within the number of channels producing content, the competitive environment prevents the expansion of quality but small channels.
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