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Step 1: Identify key metrics

Start by deciding which specific metrics you are going to track. These might include:

• Number of page followers or video views (and their demographics)
• Reach or impressions (organic and/or paid)
• Likes or subscribers
• Shares or mentions
• Top posts, mentions, and/or followers

Many social media platforms have built-in analytics tools (such as聽,听, or聽) that give you most of these numbers for free. There are also social media monitoring and measuring tools available, usually for a fee.

Step 2: Benchmark to help set your goals

Setting goals is hard, but necessary. Create聽, ones that are:

• Specific
• Measurable
• Attainable
• Relevant
• Time-bound

A good way to set your initial goals is by benchmarking, which means comparing your social media account to similar, competitor, and aspirational accounts. Ask yourself questions such as:

• Which social media channels are they on?
• How long have they had each account?
• How many followers/subscribers do they have?
• How many likes/shares/retweets/views does each of their last 10 or 15 posts have? What kinds of posts perform better than others?
• When was their last post on a specific channel? How often do they post?

Be sure to compare apples to apples by selecting appropriate peer accounts for benchmarking. For example, there鈥檚 no sense in comparing a newly created account for a Division III golf team with that of a long-established account for a Big Ten Conference football team.

Facebook鈥檚 Business Manager lets you see 鈥淧ages to Watch鈥� so you can compare your page鈥檚 performance with similar ones. If you don鈥檛 have access to Business Manager or other native comparison tools, you might have to do your benchmarking manually.

Then, define what success looks like for you. It might include aiming to:

• Get 500 new fans this fiscal year
• Reach at least half of the total number of page followers with each Facebook post
• Hit at least 5% engagement or 5,000 impressions with each tweet

It鈥檚 tempting to skip the goal-setting stage in order to get right to posting content. But when it comes time to assessing your efforts, this step is crucial.

Step 3: Measure and evaluate

Once you鈥檝e established what you鈥檙e measuring, you can use the native analytics tools (or third-party ones) to start viewing your key metrics.

We recommend regularly exporting the data into an Excel or Google spreadsheet for tracking and reporting purposes. This lets you review your data over time, which isn鈥檛 as easy to do in the native tools.

How often should you measure or report out? It depends on the metrics you鈥檙e looking at and how often you鈥檙e posting. Some metrics are worth reviewing daily, such as the performance of individual posts and content types. Others might make more sense to check on a monthly or annual basis (number of followers, for example) so you can track significant progress.

Once you have a critical mass of followers, it鈥檚 also worth accessing any of the available demographic information about them. Facebook Insights gives you the aggregate data about your fans鈥� and followers鈥� ages, genders, locations, and languages. Such information can prove useful in creating content that meets the needs of your users.

As with any data or measurements, you want to identify both general trends and specific anomalies in order to get a holistic picture of your results and takeaways.

Step 4: Use the results to inform your social media content strategy

Make decisions about what to post and when based on the measurements and your evaluation of them. Use the analytics to see what works for your audience, and then give them what they want while balancing those things with your institutional or departmental goals. It鈥檚 not an easy thing to do, which is why many places have dedicated staff just for social media.

Quick real-world example: Those of us managing the University鈥檚 Facebook account have almost entirely stopped posting about events happening on campus, unless those events have a Facebook Live component. We noticed that posts about events regularly got significantly less engagement than other types of posts. That鈥檚 because the page鈥檚 demographics skew heavily toward people not in the Rochester area. Turns out, these particular fans aren鈥檛 interested in hearing about Facebook events they can鈥檛 or won鈥檛 attend. So, we let the metrics guide our decision-making about what content to post to Facebook.

Level up your measurements

Want to take your social media measurements to the next level? With the right abilities and resources, you could undertake some A/B testing or randomized trials to experiment with the timing, text, headlines images, hashtags, tone, and more of your social media posts or advertising.