If you have ever worked on a social media marketing campaign, you know that these innovative networks offer a lot of information to help guide your efforts. Unfortunately this can often be a bit overwhelming, especially for relatively new marketers. So if you find yourself looking at your social media dashboard, wondering what it all means, you may want to consider organizing it around the following platforms and KPIs specific to them. Facebook Facebook offers a lot of data on the performance of posts and ads as well as impressive details on user demographics. Quite a bit can be learned from its native analytics module. It offers data division by day, week, and 28 days. Often looking at the 28 day option is the most beneficial as it is more or less a month to month view. Here are a key KPIs that may be most useful.

• Page Likes – Including the total, new likes, unlikes, and the overall growth
• Total Reach – This can be broken down between organic and paid reach
• Total Impressions – Again this can be divided between organic and paid
• Engaged Users – This can be viewed on both a page and post level
• PTAT (People Talking About This) – This is another measurement of people engaged
• Edge Rank – The ranking system that Facebook uses to display and order content

Twitter Recently Twitter has made its own native analytics module available to all users. However, there are also a variety of third party options that a popular such a Hootsuite. These third party options can offer a variety of KPIs not available through the native analytics system. For Twitter marketing, the following KPIs are a must.

• Followers – This should be tracked both as a total and growth over a certain time period
• Follower Segmentation – Followers can be viewed by various demographic and psychographic segments such as interests, location, and gender
• Total Impressions – This data can be viewed for both organic and paid impressions
• Engagement Rate – The percentage of followers engaged in your content
• Tweet Activity: This measures various social actions including favoriting, mentions, and retweeting

YouTube YouTube owner, Google, has always been a leader in terms of analytics offering. Its website analytics tool is the most popular in world. The video sharing network is no exception. It offers an impressive amount of data that can be useful to both content producers and marketers. Here are a few of the KPIs that marketers should be paying particular attention to.

• Subscribers – As with the other networks, this should be broken down between total and the change. Unsubscribes can also be viewed
• Video Views – This can be broken down between organic and paid views
• Likes and Dislikes – This can be viewed on both the channel and video level
• Comments – Again this can be viewed both per video and aggregated
• Sharing – How many people share videos and where they share them
• Source of Playback – This is an overlooked but powerful tool to see how your users are viewing your video. Are they mostly on mobile? Seeing it embedded in an ad? Watching it on YouTube.com?
• Estimated Minutes Watched (EMW) – This indicates how many minutes of each video are actually being watched. This can be viewed as a completion rate for each video and as an average of all videos

By leveraging these KPIs you are sure to achieve more success with your Facebook, Twitter, and YouTube marketing efforts.