home page you can easily see how many people viewed your profile or posts . You can also drill a bit deeper and find out :
• How your post is performing and the demographics of your readers , including the industry , job title , location and traffic sources
• How you rank for profile views .
If you upgrade to LinkedIn Premium , you can uncover even more details of who is checking you out . If you have a LinkedIn business page , there is an analytics section for Company Pages where you can view data about your updates , followers and visitors .
YouTube
Video is becoming more and more popular on social media . Using videos in your communications almost guarantees a higher view rate compared to text or images .
YouTube Analytics lets you monitor the performance of your channel and videos with up-to-date metrics and reports , including :
• The number of subscribers
• The number of views
• Your ratings to see what resonates with your audience
• Number of shares
• How long viewers watched your video for .
Twitter
The 30-second article
• Your fitness business needs to have a social media presence
• You need to monitor your social media to gauge what people are saying to you , about you , and in your area of interest
• Most social media channels have free tools for tracking key analytics
• You can use analysis tools to find out statistics and information on the people that visit your social media , including how they are finding you , what content connects with them , and even what your competition are doing .
Twitter ’ s free monitoring tool , Twitter Analytics , gives a detailed report on your tweets ’ engagement , clicks , retweets , favourites , replies , and more .
When you login you see the Twitter dashboard which contains three main areas :
• Tweets . This shows the number of mentions , follows and unfollows over the preceding month . Underneath , it shows all of your Tweets and their corresponding number of faves , retweets and replies .
• Followers . This displays information about your followers , breaking down their interests , location and gender . It also shows what other people your followers follow . All of this paints a clearer picture of your followers and yourself .
• Twitter cards . This allows you to make your tweets more media-friendly by simply adding a few lines of HTML to your web pages .
Instagram
There are a number of metrics you need to be looking at to gauge how successful your Instagram activities are :
• The number of likes
• The number of comments
• The number of followers
• The level of engagement : divide the number of likes and comments by your follower count
• Clicks : track clicks in Google Analytics or create a landing page for your Instagram clicks and track the conversions there .
• Mentions : are people talking about you or your business on Instagram ? Search for different Instagram hashtags to find out what people are saying about you online .
• Photos : track which posts are performing best .
If this all seems a bit hard , there are tools you can use which can crunch the numbers for you :
• Instagram Analyser . This free tool can provide an overview of the main engagement statistics . Instagram Analyser compares your profile against 2,500 other Instagram profiles and gives you a quick , simple and easy-tounderstand summary of how your own profile performs .
• Iconsquare . This provides key metrics of your Instagram account such as your total number of likes received , your most liked photos ever , your average number of likes and comments per photo , your follower growth charts and more .
• Union Metrics . Provides information on hashtag analysis ( including what your competitors are using ), best times to post , most active followers and trends in engagement .
What if you manage a lot of social media channels ?
If you manage more than one social media channel , then you may want to look at tools that manage all the mediums you use to make it easier for you to monitor everything under the one roof – the most common ones are :
• Hootsuite . This helps you keep track of , and manage , your social network channels . It enables you to monitor what people are saying about your brand and helps you respond instantly . You can view streams from multiple networks such as Facebook , Twitter and Google + and post updates or reply directly .
• Simply Measured . Probably the most thorough social media monitoring tool available . It covers Instagram , Twitter , Facebook , Google +, YouTube , LinkedIn , Tumblr , Vine and Pinterest .
What is the ultimate mark of success ?
Let ’ s face it , you jumped onto social media in the first place to increase your brand awareness , generate leads and increase sales . Make sure all your social media activities are achieving one or more of these goals so your business succeeds not only online , but in the real world too .
Michelle Le Grand is the owner of Le Grand Marketing , and is also a group fitness instructor and personal trainer . She specialises in developing marketing strategies and social media plans for fitness businesses to help them generate leads , increase memberships and build brand awareness . legrandmarketing . com . au
28-30 APRIL 2017 / ICC SYDNEY
Michelle is presenting at FILEX 2017 – read about her session , and register for the best weekend of your year , at filex . com . au / presenters
60 | NETWORK AUTUMN 2017