How many likes? How many views? How many shares? Everything we do on social media is measured by stats and analytics. As Facebook has grown over the years, the company has made a number of changes to provide analysis and measurement of our efforts on social media. Facebook has completely overhauled the group feature to include a new tab called Insights. It’s quite an overhaul from when they first started.
It’s basically Google Analytics on steroids. They analyze so many statistics to provide the user with in-depth metrics to discover what worked, when it worked, how it worked and when it worked. Page views, post reach, page likes, engagement and you can change the filtering criteria to analyze a specific range of dates to really measure the effectiveness of a media campaign. Everything someone would need to really manage their page and it’s impressive.
Picture – Aaron Reid
Outside of Facebook people can configure Google Analytics within their web sites using a hidden HTML code in the footer and volia. It’s a bit of a trick to set it up but once it’s done, there are more metrics than you can shake a stick at.
Picture – Aaron Reid
Web sites are now starting to add an internal page to display these metrics and with the web site builder Weebly, they have added a basic set of metrics for analysis that is basically a simplified version of Google Analytics.
WEEBLY
Picture – Aaron Reid
WORDPRESS
Picture – Aaron Reid
Measurement and understanding of social media is the only way to measure your successes, failures and how it relates to your audience.
There are so many different types of social media and finding out your audience is so important. Where is your audience, how is your audience using social media? Some platforms have more value than others. Facebook is the one with the largest world audience followed closely by YouTube and WhatsApp. It simple terms, value can be determined by the number of active users.
Graphic – https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/
That’s some staggering numbers! It’s no wonder the Russians used Facebook to manipulate the US 2016 election. The power of television no longer holds the same kind of value it once had.
One company that has done a terrific job on social media is Wendys. It’s easy to think it would be a tough promoting hamburgers and fries all day long but they have done a fantastic job transitioning from listening to participating.
They break the rules of social media engagement by using sarcasm and humor and people are loving it. (No pun intended…) They do such a great job, it went viral as an article on Bored Panda!
I just love the fact that they turned user engagement into something so much more by participating.