Your library keeps reference stats, right? Your library has a gate count, correct? Why do you keep these statistics? The reason is because you want to measure how much your services are getting used. The numbers you get back can be used for things like reevaluating your effectiveness or demonstrating your awesomeness to people who make money decisions.
Social media is no different. Your success needs to be measured just like anything else, so you can either improve what you’re doing or reveal that your efforts are paying off. Social media is a little difficult to measure, but there are still things you can track, such as fans and followers or interactions.
Twitter Counter – The best tool I’ve found to easily track your Twitter follower count is Twitter Counter. It graphs your followers each day going back three months. You can track back even further if you pay for a Pro account. This is great for seeing is specific marketing initiatives are working. If you put up fliers and your follower count shoots up around the time you do so, there might be a relationship between the two.
TweetStats – TweetStats allows you to see your information about how you’re posting. It gives you information about the frequency of your posts, what times you most often post, and even what tools you use. It’s another helpful tool to understand how you’re using Twitter.
Facebook makes it easier on their fan pages. They give you all the stats you can handle on their “Insights” page. They show you how many comments, wall posts, and “likes” you’re getting on your content, giving you a good understanding of how people are interacting with your page. They also measure your fans. They give you a graph over time and also a demographic breakdown by gender, age, or location.
When you look at these statistics over time a picture begins to emerge. You can examine weeks when you had a lot of interactions and see what sort of posts received the most attention. This will improve your post quality and ultimately help you develop a better relationship and understanding of your audience.
What other tracking tools do you use to understand the effectiveness of your social media efforts?