While using social media is exceptionally important in today’s digital age, understanding how to measure your success is crucial. There are two main measurement types that will provide you with valuable insights on your social media presence, quantitative and qualitative. Quantitative measurements are the numerical data that can show your specific statistics. Qualitative measurements are based more on observation and do not provide the solid numbers. While there are many measurements that help you to better understand your social sites, here are key quantitative and qualitative metrics to boost your knowledge and therefore success.
Quantitative: The Numbers
Yes, followers/fans is a numerical value that you hope to see increase, but make sure that you don’t focus all of your energy on this statistic. I am not undermining the value of this number, however, placing more importance on other metrics will lead to greater success.
The best measurement for charting your accomplishments on the social media platform is Engagement. Engagement looks at how your followers/fans are interacting on your site. This could be how many comments or shares you are receiving on a Facebook post or how many retweets a Tweet has. This information can then tell you what types of posts or actions on the social media site leads to the greatest interaction.
The say that timing is everything, this remains the case for social media as well. You want to look at the most frequent times your desired audience is using the social media platforms. Then, using this data, you can post at these times to increases your chances for the greatest engagement.
Quantitative: The Observations
This is the harder of the two measurements as there are not specific ways to achieve these types of results. The best advice to gain non numerical data is to observe trends of your followers/fans as well as competitors. You can look at trends in posting tone, content, and influence. This will influence how you post and what to post about. You can then look at these results with a quantitative approach to see their statistical significance.
While there is no specific measurement that will provide all the information you need, making sure you understand all of the different types of metrics will be very beneficial. Once you have these metrics, you then need to ask yourself “What can I do with this?” to optimize your success and overall understanding.