In this series of articles, I’ve been talking about what types of social media analytics my library tracks. We’ve already discussed Activity Metrics and Audience Metrics. Today we’ll cover Engagement Metrics.
Now for the geekier metrics… Engagement metrics! What’s engagement? I’m counting it as stuff people actually DO on your social media channel. That includes activities like: Liking, Sharing, clicking a link, repinning, watching the video, leaving a comment, replying, ReTweeting, etc.
Here’s what we track:
Facebook: Facebook, with their HUGE amounts of analytics, makes it difficult to count an accurate “here’s what people did” number. Their stats are more geared towards weekly trend reports, and not so much for reporting monthly numbers. But never fear – it can be done!
Here’s what I do (if there’s a better way to do it, please let me know!) – download the Excel version of Facebook Insights for the month. (As an aside, do this anyway and check out all the data Facebook provides. There is a TON of it). I use the stat for Daily Page Engaged Users, and just add up the daily numbers for the month. Daily Page Engaged Users reports “The number of people who engaged with your Page. Engagement includes any click or story created. (Unique Users)”. For May, we had 5478 people who engaged in some way with our Facebook Page.
Twitter: For Twitter, I get my number by downloading the monthly excel version of stats for Twitter, and then counting a bunch of activity and engagement columns, including:
- user profile clicks
- URL clicks
- hashtag clicks
- detail expands
- permalink clicks
- embedded media clicks
- app opens
- app install attempts
- email tweet
831 for May total.
Youtube: No spreadsheet needed here (though you could download one if you wanted to!). Youtube’s analytics provides a handy month filter, and an engagement section on the main page of analytics. So I add up the Likes, Comments, Shares, and Favorites for the month. I also include the number of views. Pretty important for a video service!
So for May, we had 67 total engagement (favorites, comments, likes, and shares) and 12,565 views.
Pinterest: Excel spreadsheet time again. We count Repins and Clicks. So for May, we had 212 repins and clicks in Pinterest.
Then, like all the other stats, I schmush those number together to come up with Total Engagement for the month. For May, our total engagement was 19,153. That’s a lot of people doing a lot of stuff!
Button pic by Quinn Dombrowski