How to measure social media branding performance?

The second step of SMART goals is selecting the metrics (Measurable). In this step you measure the goals you have set in the first step. How will you demonstrate and evaluate the extent to which the goal has been met? To make a goal measureable, you need to attach a metric to it. It depends on the goals what metrics you can best use.


For measuring the social media branding performance there are tools like Google Analytics, individual social media platforms and a bunch of other tools. For a more elaborated description, please go to How to set branding goals for social media? By properly monitoring and measuring your KPIs (Key Performance Indicator), you are able to focus your attention on the most valuable aspects of your organization.


The measurement of social media branding can be divided into five different areas: social media presence, social media engagement, social media reach and influence, action and ROI, and internal KPIs.


First we will discuss the area of social media presence. Questions that will be answered include: How does your company appear on social media and how many people are talking about your organization or products? All these questions can be answered by looking at the following KPIs.


1. Clicks

Link clicks are reflective of the quality of the title and image included in your post. Clicks can be measured as the total of clicks on a picture or a post.


2. Followers and likes

This KPI is most likely the most easy one to measure. Number of followers applies to Instagram and Twitter, while Facebook has likes.


3. Number of mentions

A mention is “the act of tagging another user’s handle or account name in a social media message. Mentions typically trigger a notification for that user and are a key part of what makes social media ‘social’. When properly formatted (for example, as an @mention on Twitter or +mention on Google+), a mention also allows your audience to click through to the mentioned users’ bio or profile.”

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