Measurement & Analysis
Depending on the social media platforms selected for the client, corresponding metrics will need to be outlined to determine the effectiveness of the time and resources spent marketing via each platform, and to establish benchmarks for your proposed social media campaign.
Social Media Metrics/KPIs for Benchmarking
Most social media platforms supply metrics to assess usage (clicks, likes, shares, etc.) and you will be asked to establish KPIs (Key Performance Indicators) for your clients. You will learn about these in your course materials. Here are some potentially helpful sources:
- 17 Social Media Metrics You Need to Track in 2024 [BENCHMARKS] - (Hootsuite, August 2, 2023)
- 13 Social Media Analytics Tools That Do the Math For You (Hootsuite, February 20, 2024)
- Social Media KPIs to Leverage Business Growth (Sprout Social, May 17, 2023)
- Social Media Benchmarks (Social Status) - See also tabs for Metrics and Best Practices
- How to use competitive benchmarking to grow your social presence (Sprout Social, May 31, 2023)
- A Complete Guide to Social Media Benchmarks to Refine Your Marketing Strategy (Influencer Marketing Hub, January 30, 2024)
Major Social Media Platform Metrics Tools
- Google Analytics
- Facebook Analytics was retired July 1, 2021. Use Meta Business Suite and their Insights tool
- X (formerly Twitter) Analytics
- Instagram Insights (Only available for Instagram mobile app)
- Snapchat Insights
- Pinterest Analytics
- LinkedIn Page Analytics
- TikTok Analytics
- YouTube Analytics
Social Media Management Tools - Metrics/Analytics features
- Buffer
- Hootsuite Analytics
- How to Use Hootsuite Analytics (Video Tutorial)
- Hootsuite Platform Training Course (course is free, but certification is $99)
- Later's Instagram Analytics (Video Tutorial)
- Later's Facebook Analytics
- Later’s Twitter Analytics
- Later's Analytics for TikTok
- Later’s Pinterest Analytics
