Listen Up: 5 Essential Social Listening Metrics

social media team reviewing social listening analytics

More than ever before, social media provides the opportunity to secure first-hand data from your customers. There are over one billion posts on Facebook and four hundred million tweets on Twitter per day – and the insights you need are lurking in social media’s truly big data. How can you gain access to all of this information? Two words: social listening.

Cut through the clutter with social listening

A targeted social listening strategy will help you to increase sales, refine products, and better shape messaging. The following social listening metrics will help you develop a solid social listening strategy.

1. Volume of Conversation

This metric measures how many brand or product mentions your organization receives in the social media sphere. When running campaigns, your volume of conversation should increase.

2. Rate of Engagement

Your rate of engagement measures how many replies, mentions, retweets, favorites, and shares you receive on social media platforms. This metric will allow you to determine the probability of posts going viral as well as brand and messaging relatability levels. This metric could also alert you to potential social media crises if it spikes quickly and dramatically.

3. Share of Voice

The share of voice metric allows you to compare your own brand’s share of the total industry-related social media messages to those of your competitors. By measuring your share of voice in relation to others’, you’ll be able to gauge how prominent your brand-awareness campaigns may seem to potential customers.

4. Sentiment Analysis

Your rate of engagement, volume of conversation, and share of voice could all be sky-high, but if the social media sphere is posting all negative things about your brand, you’re in bad shape! Keep track of the average sentiment levels for your brand to ensure that your organization is coming across in a positive manner – and to provide stellar customer service when it’s not.

5. Competitor Metrics

In order to judge your own success, you’ll need to compare your own brand to your competitors’ social media presences. Along with share of voice, you should compare frequency of social media messages, engagement on various types of posts, and brand mentions/chatter. By gauging the ways in which your competitors are performing better, you’ll be able to adjust your own messaging and techniques to better suit your shared audiences.

Astute Social can help to put these strategies into place for a full view of your customer. Contact the team today to learn how to cut through the social chatter.