If you’re a Ke social media client, you know that we meet with you every quarter. At this quarterly meeting we go over your business objectives, the seasonality of your products and services, opportunities, and your social analytics. Naturally, when your social media manager walks you through the quarter’s analytics, they will let you know the definitions of each term they’re using. Well, it dawned on us that in any given industry, there will be terminology that the general public won’t understand or soak in because they don’t use it on a daily basis. We realized that our point of contact isn’t the only one who might need to understand these terms in order to grasp trends and really have an understanding of our KPIs and whether we’re hitting them or not.
So, we came up with a little cheat sheet that our clients can use to follow along during these quarterly meetings. They also might need this to effectively present these analytics to others in their company. Below you’ll find helpful definitions to guide you though your social media analytics.
This is by no means a complete list of social media definitions, but we find that these are the most powerful indicators of success.
Facebook Fan Page Metrics
Page Likes: Total number of people who like your page.
Reactions: This is the total representing every time a fan clicks on any one of the 6 reactions (emojis).
Post Reach: The number of unique people who saw your content.
Engaged Users: The number of unique users who clicked anywhere in your posts.
Page Views: The number of people who viewed your page but didn’t necessarily take any action.
Comments: A note, image, and/or reply that a user leaves beneath a Facebook post.
Instagram Account Metrics
Media: Media is to Instagram as post is to Facebook or status is to Twitter.
Comments: A note or reply that a user leaves beneath an Instagram post.
Likes: A like on Instagram is much like a Facebook Like (or reaction) or Twitter fav. The user taps a photo or video twice in the center to like it, and the heart icon beneath the post turns solid red. Next to this icon is a count of how many likes an image has earned.
Followers: Total number of people who subscribe to or follow your profile.
Following: Total number of profiles you subscribe to or follow.
LinkedIn Account Metrics
Activity: This number represents any action taken by you and/or your connections. This can be new and lost connections, messages, recommendations, events, job posts, etc.
Impressions: The number of times each update is shown to LinkedIn members.
Updates: Any type of media you post to your page.
Comments: A note or reply that a user leaves beneath a LinkedIn post or comment.
Likes: This is the total representing every time a connection clicks “like” on any of your updates.
Connections: The basic type of connection is a contact you know personally and who you trust on a professional level. Once you’ve “connected” to them, you are considered a 1st-degree connection.
Twitter Account Metrics
New Followers: Users who have subscribed to your Twitter updates and will see your Tweets show up in their news stream. This metric does not represent the total, but rather the “new” meaning followers who have subscribed to your Twitter within the timeframe specified for the analytics (usually three months).
Statuses: Any message you send out to your followers.
Mentions: Mentions are defined by the @handle being in the body of a user tweet, but not necessarily at the beginning of the tweet.
Retweets: A retweet is when a user shares a post of another user with their followers. Twitter enables this action with their “retweet” button.
Favs: Favorites are shown by a tiny star icon right beside the Tweet. When you mark a Tweet as a favorite, the original tweeter will be informed that someone liked their post.
DMs: Direct messages (DMs) let you send your contacts private notes through Twitter.
Reach: The total of all users mentioning your brand handle plus the sum of their followers.