Social sharing metrics: a 10-point guide

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Social sharing metrics

In the world of digital marketing, social networks play a crucial role in increasing visibility and engagement with a brand or content.

However, in order to measure the effectiveness of your actions on these platforms, you need to take into account the different ways in which they can be used. social sharing metrics.

Here's an overview of the ten main metrics to consider when evaluating your presence on social networks.

Social sharing metrics

1. The number of shares

The number of shares corresponds to the number of times a piece of content is relayed by users on social networks. This can include sharing an article from blogof an image or video. This metric gives an indication of the virality your content and its ability to interest your audience. audience.

2. Commitment rate

The engagement rate measures the quality of interaction between your content and users of social networks. It takes into account all the actions taken by users: "likes", comments, shares, etc. A good engagement rate indicates that your content arouses interest and provokes dialogue.

a. Click-through rate

The click-through rate (CTR) is calculated by dividing the number of clicks on a link by the number of impressions. A high CTR means that users are attracted by your publication and want to find out more about your content or your offer. This can be an indicator of the relevance of a title, an image or a call to action.

3. Number of impressions

The number of impressions measures the number of times your content has been displayed in users' News Feeds, regardless of whether or not they interacted with it. This metric enables you to assess the reach of your publications and their ability to generate visibility for your brand.

4. Conversion rate

The rate of conversion relates the number of conversions sales, subscriptions, downloads, etc.) with the number of clicks on a link. A good conversion rate reveals the effectiveness of your digital marketing strategy in turning social network users into potential customers.

b. Cost per share

For an advertising campaign on social networks, the cost per action (CPA) is an important metric to take into account. This is the amount you pay for each specific action you carry out (registering for a newsletterpurchase...). A low CPA means that your advertising efforts are profitable.

5. Audience size

Audience size represents the number of users who follow your brand on social networks. This metric is essential for assessing your company's reputation online. It is advisable to seek to regularly increase the number of your followers in order to reach a wider audience.

6. Audience growth

Audience growth measures the change in the number of your subscribers over a given period. A high growth rate means that your content is attracting more and more users and new prospects to your business.

7. Social influence

Social influence is a metric for assessing your brand's authority on social networks. Several tools exist to analyse this metric, including Klout and Kred, which assign a score based on the quality of interactions and the size of the audience.

c. Share of votes

Share of voice is a way of measuring the impact of your brand relative to your competitors in online conversations. The higher your share of voice, the more influential you are in your sector. Use monitoring and analysis tools such as Mention or BuzzSumo to calculate your share of voice.

8. The feeling

Sentiment is a qualitative metric that indicates whether comments and reactions to your brand are positive, negative or neutral. Sentiment analysis allows you to detect potential problems and adjust your strategy accordingly.

9. Content lifespan

The lifetime of a piece of content measures the time during which an element (article, video, image, etc.) continues to generate interactions on social networks. This metric is useful for determining which types of publication perform best over the long term.

10. The relationship between organic and paid sharing

This ratio compares organic (natural) shares with shares generated by paid promotion (advertising) on social networks. It gives an indication of the effectiveness of your advertising investments and viral campaigns.

By monitoring and analysing these different metrics, you can adapt your digital marketing strategy to increase your presence on social networks and achieve your business objectives.

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