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If your platform, or portal is content-driven then social media engagement is increasingly becoming the most important aspect of driving audience and sales to the platform, or portal.
Below is a list of the metrics you will consider when measuring your content and/or editorial efforts on the various social media platforms:
- Twitter followers (by account/site)
- Twitter followers (monthly growth)
- Twitter likes (by account/site)
- Twitter likes (by staff member)
- Twitter likes (by contributor)
- Top performing Twitter likes
- Twitter likes (monthly growth)
- Twitter retweets (by account/site)
- Twitter retweets (by staff member)
- Twitter retweets (by contributor)
- Top performing Twitter retweets
- Average daily posts (by account)
- Total unique browsers from Twitter
- Total visits by from Twitter
- Total page impressions from Twitter
- Conversions generated by Twitter (by account/site)
- Total reach from Twitter (by account/site)
- Follower growth from Twitter
- ROI for Twitter campaigns (organic)
- ROI for Twitter campaigns (paid)
- Average cost per subscriber from Twitter (organic)
- Average cost per subscriber from Twitter (paid)
- Facebook followers (by account/site)
- Facebook followers (monthly growth)
- Facebook likes (by account/site)
- Facebook likes (by staff member)
- Facebook likes (by contributor)
- Top performing Facebook likes
- Facebook likes (monthly growth)
- Facebook mentions (by account/site)
- Facebook mentions (by staff member)
- Facebook mentions (by contributor)
- Top performing Facebook mentions
- Average daily posts (by account)
- Total unique browsers from Facebook
- Total visits by from Facebook
- Total page impressions from Facebook
- Follower growth on Facebook
- Conversions generated by Facebook (by account/site)
- Total reach from Facebook (by account/site)
- ROI for Facebook campaigns (organic)
- ROI for Facebook campaigns (paid)
- Average cost per subscriber from Facebook (organic)
- Average cost per subscriber from Facebook (paid)
- Instagram followers (by account/site)
- Instagram followers (monthly growth)
- Instagram likes (by account/site)
- Instagram likes (by staff member)
- Instagram likes (by contributor)
- Top performing Instagram likes
- Instagram likes (monthly growth)
- Instagram follower growth
- Average daily posts (by account)
- Total unique browsers from Instagram
- Total visits by from Instagram
- Total page impressions from Instagram
- Conversions generated by Instagram (by account/site)
- Total reach from Instagram (by account/site)
- ROI for Instagram campaigns (organic)
- ROI for Instagram campaigns (paid)
- Average cost per subscriber from Instagram (organic)
- Average cost per subscriber from Instagram (paid)
- LinkedIn follower growth
- LinkedIn followers (Company page)
- LinkedIn followers (Company monthly growth)
- LinkedIn likes (by account/site)
- LinkedIn likes (by staff member)
- LinkedIn likes (by contributor)
- Top performing LinkedIn likes
- LinkedIn likes (monthly growth)
- Average daily posts
- LinkedIn groups (by subscriber volume)
- Total unique browsers from LinkedIn
- Total visits by from LinkedIn
- Total page impressions from LinkedIn
- Conversions generated by LinkedIn (by account/site)
- Total reach from LinkedIn (by account/site)
- ROI for LinkedIn campaigns (organic)
- ROI for LinkedIn campaigns (paid)
- Average cost per subscriber from LinkedIn (organic)
- Average cost per subscriber from LinkedIn (paid)
- Other social media growth (unique browsers)
- Other social media growth (by visits)
- Other social media growth (by page impressions)
- Other social media growth (by reach)
- Other social media growth (by content type)
- Other social media growth (by account/site)
- Other social media growth (by link)
- ROI from other social media growth
As you can see, this is a long and potentially onerous list of metrics to measure. Therefore, it is vital to state that the team should not spend too long measuring and reporting statistics. The focus should always be on driving engagement and usage.
Other metrics that we measure in this series of articles include the following:
- Top-level Metrics
- Content Production Metrics
- Conversion Metrics
- Email and Newsletter Metrics
- Engagement Metrics
