Analytics for Social Media – Activity Metrics

In this series of articles, I’m talking about what types of social media analytics my library tracks. Today we’ll cover Activity Metrics.

Activity – this one’s easy. How many posts, pins, videos, etc have we made this month? I count each of them so I have a total for each month (most social media tools have a downloadable Excel spreadsheet report that makes counting easy).

For example, in May, here’s what my library did:

  • Facebook – 91 posts
  • Twitter – 93 tweets
  • Youtube – 5 videos
  • Pinterest – 15 pins.

Then I lump all of those together, so that I have a total Activity number for each month. In May, my library created a total of 204 social media posts.

Why do we count this? Two reasons:

  1. It’s important to see what staff are doing and where we’re spending time. If there’s a jump or a lag on an individual social media channel, we can easily see it through the monthly numbers. Then, we can figure out what happened (i.e., someone went on vacation, someone got excited about something, more customers asked questions so we posted more, etc.).
  2. For some special ROI stats that I will share later!

What do you count? I’d love to find out!

Image by Stephen Coles

  • Sue Kent

    Hi there David – we also track likes/followers (we just hit the 1,000 followers mark – yay!) and interations, as well as the top 3 posts/tweets. For our youth ‘app’ tumblr we track visits and pageviews.

  • Michael Schofield

    We do a pretty deep dive into our monthly data, but tl;dr: our basic philosophy is to post a bunch of memes and then occasionally sneak-in boring library stuff (like new databases). What we’re playing at is to boost engagement / edgerank and then we determine the success of that strategy by seeing how our comparatively low-engagement but library-important posts (converting to circulation / resource usage) nevertheless grow.

    I’d kind of be interested in seeing the engagement of other library posts on FB, and see if we can draw any library-specific rules of thumb. E.g., for us, interesting but informational posts–early closure, events, etc.–usually bomb, so we’re actually diverting all of our informational posts to tweets where edgerank doesn’t matter.

  • davidleeking

    I am talking about engagement in a future post in this series, so maybe that will be a good starting point for that.

  • davidleeking

    Nice. I don’t really track the top posts, but I do figure out what the top ones are, and share those (along with some stats) on our staff intranet, so staff know what’s going on in our social media world.