7 Social Media Metrics You Should Be Monitoring
Use these seven social media metrics to help you set benchmarks for your current status and future objectives. They will help you paint a better picture than solitary numbers alone.
Sentiment Ratio
Track whether conversations through shares and comments are positive, negative, or neutral. Use a listening tool or manually count. Measure as a percentage of all conversations.
Follower to Likes Ratio
Track how many people liked or followed your page in a given time period and compare it to how many people liked all your posts for that same period. Unlike for-profit business, cities do not sell. But they can still convert people to become advocates of city issues/policies. This is a great indicator of well you’re doing at turning people into city advocates.
Likes to Reach Ratio
Shows you how well received your content was. Remember, reach can be replaced with impressions. YouTube measures Likes to Views.
Shares to Followers Ratio
Shows you how engaged and supportive your followers are. By following you, these people have already shown a willingness to associate themselves with your city, so you’d expect them to also actively share your content as well. If you’re giving them useful and good information, they will share it. If you’re not, this metric will show you what they are emotionally invested in and are passionate about.
Follower to Reach Ratio
If your posts reach 5,000 people in a week, how many are liking or following your page? This ratio measures the growth in the number of you supportive and very supportive followers. It’s important because it gives you a baseline for expanding your organic audience, and helps guide ad buying decisions.
Click-Through Rate
The rate at which your audience clicks on a link within a post, tweet or video. Found by dividing the number of clicks on a post by the number of impressions for the post. Can also be applied to ads.
Growth Rate
The growth rate of website users or social media page followers. Should be measured week to week, and not longer than month to month. You will also want to measure the number of online users in your city versus the number of followers you have to determine a market share baseline. As your market share increases, your growth rate will decrease because of saturation.