Social Media Analytics

In my previous role as the Digital Marketing and Social Media Associate at The Market Social, I sent out monthly analytics to each of our clients to keep them updated with how their company was performing on each of the major platforms. This also provided the opportunity for the clients to ask questions or share concerns they may have had and for us to find solutions to those concerns. I also provided suggestions for ways we could improve on each platform that was underperforming compared to the month prior and positive reinforcement for platforms where we were seeing exceptional growth. Based on the research I had done to gain a clear understanding of the social media landscape, I identified the following metrics as the primary points we should track:
 

• Reach: The number of people who had seen any of the client's posts at least once.

• Impressions: The total estimated number of times all of the client's posts had been seen.

• Engagement/Engaged People: The number of times people engaged with the client's posts through reactions, comments, shares, and clicks.
   

Our primary goal on each platform was to grow the client's following and increase engagement on each of the client's posts. Understanding how the algorithm worked on these platforms, I knew that the more engagement we could get on each post would lead to the client's content being offered to more people. The higher the volume of people we offered the content to, the more people that would see our clients' profiles which led to more people that wanted to work for their company or become loyal customers of the brand.