The 4 Key Metrics in Social Media Analytics

The 4 Key Metrics in Social Media Analytics

Many companies and online marketing agency based its social media analytics in simple metrics such as the number of fans, followers or "Likes". However, the real analysis of the impact of social networks on our business should go further. It is necessary to develop more complex metrics worth analyzing.

Basic Metrics On Social Networks


A part of the number of tweets, followers and profiles whom we follow in Twitter's most interesting metrics and information that will bring us majority are:

  • Temporal evolution of the number of followers
  • RT
  • FAV
  • Mentions

A medium to long term, the most interesting of all metrics is the number of followers and the growth rate of your followers. In the same way that we count the number of visits to the web, the evolution of the number of followers gives us an idea of ​​the quality of our publications and the commitment we achieve.

Through Twitter Analytics we can see the results of publications (posts) to see how many RT or FAV they have succeeded. The comments do not make sense, but mentions, messages from other accounts or profiles that talk about you or your product, because it is still traffic outside sources contribute to our profile or site.

They are the most useful metrics, but there's only confuse us and provide little value to the analysis, so it is best to ignore them.


  • Reach
  • Referrals
  • Reach y engagement of the posts

We have to focus on the outcome of the publications and not be obsessed by the general likes the page itself. The most important metric is the number of people, reach, they are coming to your posts. This metric can only be achieved through Facebook Insights. It is perhaps the most valuable metric in Facebook, because you can post interesting content 24 hours a day, but if it does not reach anyone, either by a change in the logarithm of Facebook or the news, it's not a good result. In this chart, you can segmenter scope depending on whether organic or payment periods to compare the results of time depending on traffic. Another success of Facebook Insights is the halfway line, allowing you to contextualize your status at a glance.

In the analysis of publications, I recommend that you focus on the Reach and Engagement, two metrics amazing to discover what content is working.

  • Metrics Pinterest: Number of pins, followers, help us understand what we do in Pinterest, and how many people are interested in us (followers)
  • Metrics Linkedin: The single metric is the number of followers. For individual publications, the likes and comment have value
  • Metrics in Google+: We will look at the number of followers, and views, that is, people who have seen your content, similar to the page/views.

Metrics to compare social networks

If we develop a more sophisticated social networks in overall analysis, to avoid going crazy comparing different data from different and varied channels. The solution is to normalize the data in 4 key metrics for all social networks.

1) Rate of conversation: the number of reviews for publication. If people do not answer or contribute to your posts, what are you doing in social media?

2) Rate of Amplification shares for publication. We want to be on social networks, to share interesting content captiven our audience. But if people do not share their networks will not have the secondary impact of expanding our audience, do branding, increase traffic to the site, etc. Applied to each social network, the amplification rate would correspond to:

Number of RT by twitter Number of shares to Facebook and Gooogle+ No... Sharing of clicks per posting on Youtube

3) Rate of applause: favorites by post. It tells us what content adds value to users.

Num. FAV by twitter Num. Likes for Facebook post Num. the 1+ in publications in Google+ Youtube.

The most valuable metric in social networks:

The fourth metric is the most valuable of all, however involves knowing what value to our business user comes from a given social network.

4) Economic value:

In the case of ecommerce, buying a product. However, the value for organic positioning has increased traffic, a small portion of visitors from social networks will give you something of value: an app will download, will be underwritten to the newsletter, a catalog will be downloaded... etc. Does not happen very often, but it happens and measured, in order to improve. Therefore, it is convenient to setup Google Analytics on an objective and give it a value.

These fantastic metrics that you can get through Truesocialmetrics, an application created by a company in Ukraine, which is based on the theories of Avinash Kaushik.

Besides being able to compare results between different social networks, connecting the data with Google Analytics (GA) to obtain the economic value contributed by each social network, you can relativize metrics and compare the results between profiles with very different number of followers. Because it is not the same as having a rate of amplification of 5 with 5000 followers, a rate of 5 to 50. The second case, with fewer followers, would have a more engaged audience.

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