After adding Google+, LinkedIn and Instagram analytics within a month and therefore giving users the ability to track and benchmark six different social networks in one place, it was time to implement a new layer of metrics called Overall Metrics. These new metrics are splitted into three segments: Audience, Content and Interactions. The Overall Metrics are finally solving the problem of measuring your social media performance cross network and can be seen as higher level, more abstract, metrics.
Overall Metrics: Social Media Audience Development
Now it is possible to identify the network priorities of individual brands and how this develops over time in seconds. To put it simple: The new overall metrics are based on a group of profiles and aggregate the data for the given profiles by social network. E.g. if you want to track your own overall performance by using the new overall metrics, simply create a new group on the ‘Manage profiles’ page and put all your social profiles (cross network) in there.
The Overall Audience metrics will then show you how your audience is growing per network and in total.
Overall Posted Content & Interaction Rate
You also get the option to measure the Overall Posted Content and the corresponding Interaction Rate to easily compare your performance on the different social networks.
The Overall Interaction Rate displays the related interaction rate for Facebook, Twitter, YouTube, Google+, LinkedIn and Instagram, depending on what profiles exist in the given group. Additionally you’ll get an average interaction over all social networks. This helps you to find out how engaging you as a brand are on the different networks and also how this compares against other brands in your industry.
Of course you can run those analyses on any group of public social profiles within our tool. For example could you also create a group for every of your key competitors and thus bundle the profiles of each competitor cross network. This way you can also see how your competitors are doing over all the social networks.
The new Overall Metrics are available for all packages. Adding an Overall Metrics widget is fairly simple: Use an existing custom dashboard or create a new one, then click on the ‘Add Widget’ button and select the Overall Metrics icon at the bottom left. Add the desired Overall widgets like you are already used to from all the other social networks and you are done.
We are really happy to introduce this new set metrics today and are already curious to hear your feedback on this. Also, if you have further ideas for other metrics worth comparing on a per network level, please let us know.