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Cheat Sheet

Social Media Metrics For Dummies

From Social Media Metrics For Dummies by Leslie Poston

Social media metrics are the key to your businesses success online. Without measurement of what you are doing in the social media and online space, you may as well be throwing spaghetti at a wall and hoping it sticks. Metrics allows you to track your brand reach and impact online, find new sales leads, develop existing customer relationships, improve your website, fine-tune your social media interactions, and more. With good metrics, you can easily see the ROI (return on investment) of your online efforts.

Why Social Media Metrics Matter

Your business can't afford to ignore social media metrics. Metrics matter because metrics unlock the secrets of how people are using your website and what questions they want answered in social media. Measuring social media metrics allows you to anticipate people's needs and place your brand in a position to answer them — sometimes before they are aware they need you.

Metrics will save you advertising dollars and help you fine-tune your content marketing to have more impact. Metrics will also help you give better customer service and get better sales leads, not to mention helping you see mobile traffic and location traffic. They also help you shorten your sales funnel.

In fact, there isn't much that metrics can't help you do for your business to make it better.

Which Social Media Metrics Matter — and Which Don’t

The social media metrics that matter for your business go deeper than simple website hit counts and follower or fan numbers. The metrics that matter track who gets to your brand online, from where, using what device, how they found you, and what they do next.

You should be tracking deep metrics that show visitor flow on your site, engagement in social media, leads, competitive intelligence, sales funnel departure rates, capture points, keyword intelligence, device data, location, and more.

Metrics that count how many Twitter followers or Facebook likes you have and other surface numbers don’t matter. Although you can purchase followers or use a program to get them, you should instead spend your time gauging how people interact with and on behalf of your brand.

Pay more attention to the numbers below the surface that give you more detail.

Where to Start with Your Social Media Metrics

With so many options available to measure social media metrics, you’ll find Google Analytics to be a heavy hitter that doesn’t break the bank. You should definitely start with Google Analytics because it

  • Is free

  • Is available to everyone

  • Has a fast learning curve

  • Offers deep data

Later on, if you discover a specific need that Google Analytics doesn’t address, you may want to get a more specialized or paid service. But for a beginner, Google Analytics is the metrics service for you.

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