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:
- 16 Key Social Media Metrics to Track in 2022 [BENCHMARKS] - (Hootsuite, June 23, 2022)
- 10 Social Media Analytics Tools that Will Do the Math For You (Hootsuite, November 2021)
- The Ultimate List of Social Media KPIs to Leverage Business Growth (Sprout, July 2021)
- Social Media Benchmarks (Social Status) - See also tabs for Metrics and Best Practices
- How to use competitive benchmarking to grow your social presence (SproutSocial, April 2021)
- A Complete Guide to Social Media Benchmarks to Refine Your Marketing Strategy (Influencer Marketing Hub, August 2021)
Major Social Media Platform Metrics Tools
- Google Analytics
- Facebook Analytics was retired July 1, 2021. Use Meta Business Suite and their Insights tool (which may not be available to all yet).
- 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)
- Later's Instagram Analytics (Video Tutorial)
