The volume of social media data that your brand collects on a weekly basis can appear overwhelming. However, it is crucial to analyze this data in order to improve your brand’s overall performance.

A recent article on Mashable highlighted some of the top ways you can measure your brand’s social media health. Here’s our take on their list:

  1. Share of Voice: Comparing your brand against others is one of the best indicators of how your brand matches up. You can compare conversations, likes, shares, retweets, number of posts, etc. Radian6 and MarketMeSuite are two good tools you can use to accomplish this.
  2. Brand Volume: This is the total number of mentions your brand receives in the digital sphere. By tracking your brand volume on a week-by-week or month-by-month basis, you can measure whether your campaign is working. Google Alerts and/or TweetDeck are two good tools that can help you measure your brand volume over multiple digital networks.Social Media ROI
  3. Engagement: The more your followers are engaged with your brand, the more likely they are to be brand-loyal and become advocates for you. It is one of the most essential components to calculate your social media effectiveness. Some of the tools already mentioned above can help you with this, but a simple way to track engagement is by keeping an eye on the number of comments on your blog, the number of active discussions in your LinkedIn group or the number of re-tweets you received. Often, that can give you a quick read on how engaged your followers are.
  4. Consumer Sentiment Analysis: It’s important to measure the sentiment behind consumers’ engagement with your brand, both negative and positive. If the negative outweighs the positive, you might need to re-evaluate your approach. Social Mention is a free tool that can give you a quick read on what people are saying about your brand and might be worth checking out.
  5. Key Influencer Mentions: Influencers play an important role in your brand’s social media presence. Having influencers discuss your brand and serve as a brand advocates can be a valuable tool for you. The easiest way to do this is to create a list of the top 10 influencers in your industry, then use a tool like TweetDeck to track when those people mention your brand. (Don’t hesitate to try to nudge your influencers along by engaging them online, but don’t be obnoxious about it either.) 
  6. Platform Reach: The reach your brand holds across different online networks contributes to your brand awareness. Staying current with the newest social media trends is important to reach your target across multiple platforms. Oh, sure, it’s nearly impossible to keep up with all of them, but many social media management tools allow you to post across a wide variety of platforms all at once. (We have a list of 10 free social media tools on our blog that might be of some help to you.)
  7. Activity: Measure the level of activity your social media sites receive on a day-to-day basis. By keeping track of the activity, you can observe patterns of high involvement versus low involvement and proceed to determine the causes for each.

The use of these metrics may not answer all of your questions about your social media performance, but they can provide a good start for your analysis. Interested in reading more on this topic? You might find our post on the top 11 social media management tools of some help.

Brittney Leigh Smith works at Blue Sky and is a regular contributor to the 60 Second Marketer blog.