We can all recognise how important social media is in the world of modern business. However, there’s little point in posting if you can’t see an evaluation of how your business’ account is performing across different platforms.

In your communications plan, it’s important to schedule time for regular evaluations of your social activity, so you can understand where you are and whether your social media presence is progressing as it should be. This will help you to focus your efforts towards what you can see is working.

Whether you’re using LinkedIn, Facebook, Instagram, Twitter or another, you can evaluate your platform’s performance. Analysis does change between different platforms, so read on to find out the different ways you can best evaluate your social media presence.

LinkedIn evaluation

To see LinkedIn analytics, you’ll need to be an analyst, curator, content admin or super admin for your company page.

When you visit your page, you should see an ‘analytics’ tab at the top of your screen with a drop down menu. Once you hover over this, you’ll see the option to look at visitors, updates, followers and competitors analytics. By clicking on each of these buttons, you’ll be able to see different types of analytics for a specific date range.

mobile phone with social media activity on screen.

Visitors: here you can see the number of page views and unique page views (different profiles viewing your page).

Updates: here you’ll be able to see the number of impressions (people who saw your posts), unique impressions (number of different profiles that saw your posts), clicks (number of times your company name, content or logo has been clicked), reactions, comments, shares and your overall engagement rate (number of interactions, clicks and new followers divided by the number of impressions).

Followers: new followers over the selected period.

Competitors: you’ll need to set this up, but once you select your competitors, you’ll be able to see how your follower and engagement metrics compare to your chosen competitors over a given period. This is an extremely handy tool to see how your LinkedIn presence is growing in comparison to others.

Twitter evaluation

Anyone with access to a Twitter account can see their analytics – whether this is a business or personal account – but you’ll need to activate it before it starts collecting data. To do this, when you’re on Twitter on your browser, click the three dots above the tweet button and click on ‘analytics’. Here, you can enable analytics.

It’s important to note that Twitter will only start logging analytics data after you have enabled this.

In Twitter analytics, you’ll be able to see month by month summaries of your Twitter account that shows: the number of tweets, tweet impressions (people who saw your tweet), profile visits and new followers within the month.

Below your monthly summary, you can also click ‘view all tweet activity’ to see more in depth analytics of your tweets for a chosen period, including engagement rates, responses, etc.

Facebook and Instagram evaluation

If your Facebook and Instagram accounts are linked, you’ll be able to access data for both of these through the Meta Business Suite.

On your Facebook page or Instagram account, any type of admin is able to access the Meta Business Suite to explore your businesses performance.

To access the Meta Business Suite, click ‘insights’ on the ‘manage page’ menu that appears when you visit your page.

Here you’ll be able to see an overview of your pages’ performance, split into results, content and audience – which you can look at in more detail across a chosen period.

laptop screen with graphs and data.

Results: here you can see your Facebook and Instagram page reach (people who have seen your page/account), your page/profile visits, your page likes/follower count and any ad performance data.

Content: here you can see how different posts have performed by different metrics that include: reach (people who have seen the post), likes and reactions, sticker taps (for stories), replies (to stories), link clicks (from stories), comments, shares, results and cost per result (for any adverts).

Audience: here you can see the demographics of your audience. This is split up into age and gender and location, so you can better understand your audience.

All of the above data is also available to export into PDF or excel format.

Why evaluate your performance?

Performance evaluation is a key part of helping you to reach your business’ measurable objectives. Without  an evaluation of how your social media is performing, you won’t know whether you’re putting your efforts into the right place.  

Looking to grow your social media presence with clear and consistent messaging?

Book your free communications review today to see how things could improve.

Or get in touch by calling 0121 212 6250 or filling out the form below.

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