Social Media Metrics Explained
By Mike Stiles on Feb 07, 2014
When it comes to social media metrics, a wealth of info can turn into an embarrassment of riches. Embarrassing because you’re looking at all these figures, assuming they’re all important, but perplexed over which ones to care about and what those numbers are trying to say.
And if you’re confused, you can only imagine what happens when the bosses look at those numbers.
So assisted by definitions from the Oracle Social Cloud’s analytics, let’s explain just what some of those more prominent figures are.
- New Fans – Oh look, here’s how many people Liked my Page in a set period.
- Average Number of New Fans – Average number of people who Liked our page in a set period.
- Removed Fans – Rats, this number of people unliked our page.
- Fan Sources – Hey, now we know where the people who Liked us came from, be it it our Page profile, recommended pages, mobile page suggestions, search, etc.
- Page Stories – Here’s the number of times our Page was Liked, our posts were engaged with, someone checked in, mentioned our Page, tagged a photo of us, etc.
- People Talking About This - The average number of unique users who created a story about our Page in a set period. That was nice of them.
- Average Engaged Users – This is a really important number. It’s the average number of unique users who created a story or clicked on content from our Page during a set period.
- Negative Feedback – Okay, it’s painful, but it shows us how many people unliked us, hit the “X” button on our posts, reported us as spam, and hid one post or even all of our stuff.
- Top Engaged Users – It helps to know who our real friends are so we can treat them special.
- Referral Sources – Hmm, if that’s where our visitors are coming from, let’s go there more often and invite them!
- Impressions – How many times content associated with our Page showed up on a browser. This can be Paid like a Sponsored Story or ad, Organic like being seen in News Feeds or on our Page, or Viral like stories about our Page by a friend of a Fan or a non-Fan.
- Page Virality – Pretty important. People Talking About This divided by Unique Impressions (the number of people who’ve seen content associated with our Page).
- Average Reach – Also a biggie. The average number of unique users who saw content associated with our Page during a set period, including paid, organic and viral.
- Engagement Rate – Pay attention to this one. It’s the percentage of users who interacted with our post when exposed to it. To get it, you add Likes, comments, Shares, link clicks, video plays, photo views, and answers, then divide by Reach.
- Top Posts – See that top performing post? Let’s do more of that.
- Best and Worst Performing Times - Based on the ratio of posts to interaction over a 90 day rolling period. Maybe we shouldn’t post when our target is asleep.
- Total Twitter Engagement Rate - The total percentage of people who interacted with our Twitter stream when exposed to it during a set period.
- Total Retweet Rate - The percentage of people who retweeted a tweet from our stream when exposed to it during a set period.
- Total Mention Rate - The percentage of people who mentioned our stream during a set period.
Which of these statistics rise above the others in importance depends on your immediate goals for social. You might still be in the audience-building phase, you may be trying to activate your existing audience, or you might be trying to show leads, conversions and service successes from social (in which case you’ll probably want to do some integration with other enterprise systems like CRM).
But at least now you’ve got a fine start in being able to listen to what those numbers are trying to tell you.