• Social Media Marketing


How to Measure Growth on Social Media

The main reason that businesses create social media profiles is to expand their audience and improve sales. This is done by posting high quality, eye-catching content that engages social media users. However, it is not always easy to understand what content is successful and what isn’t. This lack of knowledge can make it difficult for a business to measure their growth on social media. Although, with a little bit of research and practice, any business can master the art of measuring social media growth.

With a little bit of research, anyone can learn how to properly monitor their social media growth.

Switch to a Business Profile

One of the first steps a business should take in their growth measurement journey is switching their social media profiles into business accounts. Business accounts come with a number of great benefits, however, the most notable is the metrics. Metrics are detailed pieces of information about how social media users are engaging with the content. All metrics are useful in their own way and can be helpful in the social media growth measurement process, however, businesses should be looking out for impressions, conversions, link clicks, and platform engagement.

An example of the metrics available on a Instagram business profile.


Those that want in-depth metrics can ditch the free version and can purchase a social media analytics service. Although it more known for its scheduling features, HootSuite is also a great tool for obtaining social media data. Although users have to pay for most of the in-depth metrics, the HootSuite Dashboard makes it easy to manage social media activity throughout all the social media pages of a business. This makes it easy to stay organized while measuring social media growth.

Perform a Social Media Audit

Once you’ve got all of the necessary data, the next step is to perform a social media audit. A social media audit is a process in which the entire collection of social media content for a business is analyzed. A social media audit should contain both standard and in-depth information from the content. Before performing the social media audit, it is important to find or create a template. Once this is done, take the time to carefully enter in all of the metrics. This makes it easy to see which content succeeded and which content failed.

As a business owner, it is important to stay updated on all aspects of the business; especially when it comes to social media. By measuring the social media growth of a business, one is able to learn what content is working and what content isn’t. It can also help them create better content in the future and optimize growth. Anyone who wants to measure the social media growth of a business should start by switching the profiles over to business accounts. It is then recommended that you download HootSuite and perform a social media audit. This makes it much easier to measure the success of your social media strategies.

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The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.