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Measure the impact

Define your main KPIs

  • The engagement rate
  • The volume of impressions
  • The volume of interactions
  • The click rate and conversions
  • The growth of the community

It is recommended to test this every month or every fortnight in order to reorient the editorial strategy if needed.

Follow your performance indicators on Facebook

  • Go into Settings > Statistics > Export data

Be careful to change the dates and select “publication data”

Once you have the Excel document at hand: the tabs relevant to you are “Key metrics” and “Lifetime Post Stories”:

In Key Metrics, take the “Lifetime Post Total Reach”, i.e. the total impressions, and thus the number of times the publication was displayed to internet users

In “Lifetime Post Stories”: add up the likes, shares and comments to obtain the total number of interactions

Then divide the total interactions by the reach: you obtain the engagement rate.

Then:

  1. Work out the average of all the engagement rates
  2. Add up the reach for each post
  3. Add up the interactions for each post
  4. Then sort the publications from the highest engagement rate to the lowest. This will give you your tops & flops over the period.

Follow your performance indicators on Twitter

  • Go to www.analytics.twitter.com > choose the dates you want to analyse
  • List the tweets & figures in the Excel worksheet and “clean up” the table by:
    • Deleting all the columns after “engagement rate”
    • Replacing all the dots with comas using CTRL + F
    • Changing the cell format for the “engagement rate” into “percentage”

Sort the data

  • “Average” to have the average engagement rate
  • “Sums” to have the volume of impressions and volume of interactions
  • Sort the publications from the highest engagement rate to the lowest. This will give you your tops & flops over the period.

Follow your performance indicators on LinkedIn

  • Go onto your page with the administrator view
  • In Statistics > News statistics > Export > choose the dates and export the Excel worksheet

Then:

  1. Work out the average of all the engagement rates
  2. Add up the reach for each post
  3. Add up the interactions for each post
  4. Sort the publications from the highest engagement rate to the lowest. This will give you your tops & flops over the period.