Social Media Metrics Simplified
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Social Media Metrics Simplified By Katie Paine, CEO of Paine Publishing
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Transcript of Social Media Metrics Simplified
Social Media Metrics Simplified
By Katie Paine, CEO of Paine Publishing
Is our content increasing
engagement?
% increase in engagement
rate over time.
Taking the total number of
engagements (shares + likes +
comments) divided by the
total number of posts that generated
those engagements. Report weekly or monthly and
compare to prior periods.
Total engagements
divided by total posts by week over the time
period.
2
The boss asks: The correct metric is:
Which is calculated by:
The equation is:
www.PainePublishing.com
Are our audiences
getting more engaged with our content?
Change in % of audience that is
engaged (e.g. the % of the people who
follow you on Twitter or like your Facebook page) who are
actually engaging with your content.
Dividing the number of
followers who engage with
your content by the total
number of followers.
Percentage Engagement =
numbers of followers who engage divided by total number
of followers.
3
The boss asks: The correct metric is:
Which is calculated by:
The equation is:
www.PainePublishing.com
What’s our most engaging
piece of content?
Engagement rate per URL
(piece of content).
Tracking the total number of
engagements (or goal
conversions). Rank them from
highest to lowest. Give
extra weight for desirable
comments that leave the reader more likely to do business with or
support your organization.
Number of posts divided by
number of comments.
4
The boss asks: The correct metric is:
Which is calculated by:
The equation is:
www.PainePublishing.com
How effective is social media at driving traffic
and/or revenue?
% conversions from social
media.
Make sure you’ve set up
Goal Conversions in
Google Analytics (or
whatever web analytics tool
you use). Then track the % of all conversions that come from social media.
Use Google Analytics and
click on “Conversions→ “Multi-Channel
Funnels”→ ”Overview” and
you’ll see “Social
Network” listed.
5
The boss asks: The correct metric is:
Which is calculated by:
The equation is:
www.PainePublishing.com
What was the most cost-effective
campaign in terms of
engagement?
Cost per engagement
(CPE) by campaign.
For each campaign take the total all-in
cost of it divided by the total number of
engagements per campaign. (the CPE). Do
this for all your campaigns &
force rank them highest to lowest
(lowest cost wins).
All-in costs divided by number of
engagements.
6
The boss asks: The correct metric is:
Which is calculated by:
The equation is:
www.PainePublishing.com
What was the most cost-effective
campaign in terms of driving leads/revenue?
Cost per conversion by
campaign.
For each campaign take the total all-in
cost of it divided by the total number of
conversions per campaign. Do
the same for all campaigns and force rank them
highest to lowest (lowest cost
wins).
Total all-in costs divided by number of
conversions.
7
The boss asks: The correct metric is:
Which is calculated by:
The equation is:
www.PainePublishing.com
Thank You!• For more useful resources, check out Paine Publishing’s 24/7
Measurement Mall• Also, click here to try a free 30-day trial to our subscription-based
newsletter, The Measurement Advisor
• For any questions, email me: [email protected]• Find me on Twitter: @queenofmetrics• Follow Paine Publishing on Facebook and LinkedIn for more
great content!
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8www.PainePublishing.com
Slides edited & designed by Erinn Larson, Marketing & Analytics Associate
