Social media has become a vital aspect of campaigns and it is important to understand the metrics used so you can properly measure and plan whatever campaign you are running online. When properly understood these metrics can then be monitored and implemented appropriately.
The 4 key metrics used to measure online interactions are explained below to aid understanding:
1. Reach: This basically measures the spread of a social media conversation, how far the campaign managed to penetrate overall and also in terms of a particular audience. Reach can be likened to the denominator of online interaction, alone it might not tell you much but it comes in handy when combined with other online interaction metric.
2. Engagement: This measure the number of people who engaged with an item (via shares, likes and comments etc.). Engagements does not necessarily translate into a sale, it is however a vital tool in online interaction metrics as it shows the people who performed an action on your post and what action they took on it.
3. Impressions: This measures the number of people who may have viewed
an item. It could also refer to the point an ad is viewed once by a visitor or
displayed on a web page. Impressions are sometimes called ad view. The number of impressions of
an ad gets determined by the number of times the particular page is located and
loaded.
4. Mentions: Although similar to engagements,
this specifically measures how many online publication, blogs or items refer to
your brand name.
With a proper knowledge of online interaction metrics you can effectively know what measurement works for you and plan accordingly.