社交媒体测量和倾听
Measuring the performance of your social media content allows you to understand whether your efforts are working or need to be adjusted. There are hundreds of ways to measure your data, 为了避免过载, it's best to choose what you'll measure and how to measure it ahead of time.
Beyond gathering numbers, social media analytics require analysis. Take time to really look at your data on a regular basis and see what you can learn from it. These metrics can help us really understand our audience, 我们怎么跟他们说话, what kind of content they're looking for and more.
评估类别
达到
达到 metrics indicate how many people see your content on social media. 你的内容接触到的人越多, the more likely a greater number of people will be aware of your account and begin to form desired impressions.
Example social media metrics: 推特 reach; 脸谱网 impressions; Instagram
消费
消费 metrics will help you understand the amount of content people read, view, and watch. The more content on your account people consume, the more likely they are to interact with your content and messaging or refer friends to your service or social media pages.
Example social media metrics: link clicks; video views
订婚
Brand engagement metrics provide insight into the reaction a person may have had after consuming content. 喜欢的人越多, 分享, 和评论, the more likely it is the content is making a deeper connection and elevating esteem. Those actions also extend content to the social networks of the individual who took a brand engagement action.
Example social media metrics: 推特 retweets; 脸谱网 分享s; Instagram comments
情绪
The ultimate measure of success is sentiment. What people say in comments or 分享s will give you a good idea of their feelings toward your service or account. Measuring sentiment can be tricky, but it's worthwhile.
平台分析
Each social media platform provides some level of analytics for business accounts. The degree of analytics available varies widely, and there are few apples-to-apples matches. The social team can help you understand how to format your report to answer your questions and show where you are in meeting the account's key performance indicators (KPIs) and goals.
脸谱网
脸谱网 analytics are accessed from your 脸谱网 page by selecting the Insights tab. There are many tabs of data available for you to explore. For more information on using 脸谱网 Insights, visit the Page Insights section of the 脸谱网 帮助 Center. Data can be exported, or viewed on the platform using their data visualization tools.
推特
推特 analytics are accessed by visiting the 推特活动仪表板 and logging in with your 推特 account information. The Home tab provides monthly summaries of your data, and other tabs provide information relevant to your messages and audience. Learn more about 推特 analytics in the 推特活动仪表板 section of the 推特 帮助 Center.
Instagram analytics are available to Instagram users with a business profile through Instagram Insights. Insights include impressions, reach, and engagement. Learn more about Instagram Insights through the Accessing Instagram Insights section of the Instagram Business Tools guide.
YouTube
YouTube analytics are accessed by visiting youtube.com/analytics 然后登录你的账户. There are many tabs of data available. Data can be exported or viewed on the platform. 欲知详情，请浏览 YouTube Analytics section of the YouTube 帮助 Center.
Snapchat
Snapchat分析有限. 当您查看您的帐户的故事, small icons and numbers will appear next to each element of the story. The eye icon indicates the number of individuals who have viewed that story element. The triangle icon indicates the number of individuals who have taken a screenshot of that element. An easy way to log these analytics is to take a screenshot(s) of the analytics page. Snapchat analytics disappear with the story — 24 hours after they are posted. The social media team can help you understand metrics from Snapchat ads.