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Posted on 07-30-2014
As with all marketing efforts, social media metrics are essential for success. When it comes to social media for veterinarians, there are great tools available for each major social networking site. In this blog, we will take a high-level look at each of these free analytical tools.
When you log into the Facebook Page for your veterinary practice, click on the “Insights” tab in the upper left-hand corner. Insights provides the metrics for your page.
Along with listing your posting activity for the past 90 days (not pictured), the Overview screen shows a high-level view of your veterinary Facebook Page and Posts for the past week. You can get down into the details of each metric by clicking on the tabs.
You can learn how many “Likes” your Page has and how this has changed over the past week. “Post Reach” shares how many users have seen your posts. Lastly, you can view the Engagement your posts are getting, which is further broken down into Likes, Comments, Shares, and Post Clicks. Likes and Post Clicks are excellent for evaluating if social media users like your content. Analyze these numbers to select what type of content to share with your audience in the future.
You Google+ Business Page’s insights can be viewed by logging into your veterinary practice’s Google+ Business Page. After logging in, click on the Business Apps icon in the upper right-hand corner. It will look like a Rubik’s and is located on the left of the little bell (Notifications) icon. Choose “Insights” from the drop-down menu.
When in Google+ Insights, the first screen will be “Visibility,” which provides a quick view of how many Google+ users have viewed your posts, profile, and photos. Clicking on the arrow next to “Total Views” will break down this total number by type.
The most relevant information in Google+ Insights is the “Engagement” area. Choose Engagement and scroll down to view the engagement for your veterinary social posts. Check out the “Average actions by post type” table located at the bottom of the page. The graph shows what types of posts are popular with users. As the example above shows text-only posts get the least engagement and video gets the most engagement. The business showcased in this example has the best success from posting videos.
Twitter analytics are not as easy to get to as on Google+ and Facebook. When a veterinarian logs into their practice’s Twitter account, the only metrics available are Notifications and Mentions. More expansive Twitter Analytics are available but the catch is that your veterinary practice must use Twitter Cards or Advertise on Twitter. However, there is a free, easy to use tracking tool that mentioned we mentioned in our blog on Social Listening for Veterinarians, TweetDeck.
TweetDeck enables you to view analytics (Mentions, Notifications, Activity, etc.) AND you can schedule any tweets for your veterinary practice. Simply go to http://www.tweetdeck.twitter.com and sign up your veterinary Twitter Account. It automatically pulls in existing analytics for your account.
Tracking analytics for your veterinary social media can be time-consuming. Don’t get overwhelmed, get help from our professionals! Call 1-800-462-8749 for a free veterinary social media consultation from an Internet Consultant.
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