Social Media: Social Media Metrics

Grozina / Social Media: Social Media Metrics

Social Media: Social Media Metrics

What are social media metrics?

Social media metrics is the data used to assess the impact of social media activity on marketing campaigns and a company’s revenue. These metrics help to assess how well you are accomplishing your goals in the social space and provide insight to where you can modify your campaign.

Why are social media metrics important?

Social media is an important part of any content marketing campaign. It is a platform on which companies engage with those interested in their company and industry and for some companies, social media accounts for their entire business. Metrics allow you to understand how well your social media marketing efforts are accomplishing your goals and they tell you a considerable amount about your audience. As you gain these insights, you are able to modify your campaigns accordingly. 

Shares, likes, comments and followers are all good ways to see if you are successful with increasing brand awareness and can help you understand how engaged your audience is with the types of content that you are putting out.

Here are the social media metrics to pay attention to:

  • Reach: the number of people who saw a particular post, page, or profile
  • Engagement: the number of interactions with a post, page, or profile such as comments, likes, shares, and clicks
  • Mentions: the number of times your brand was mentioned on a post, page, or profile
  • Conversion Rate: the ratio of people who clicked through your post, page, or profile and then took the desired action (such as following)
  • Hashtags: the number of people who used a particular hashtag in relation to your brand
  • Video Views: the number of people who watched a video posted on social media
  • Average Time Spent: the average amount of time users spend on a particular post, page, or profile
  • Post Reach and Frequency: the number of times your post appears on users’ timelines and the number of times they click through it
  • Website Traffic: the number of visitors to your website or landing page via social media links
  • Amplification Rate: the rate of increase in visibility, interactions, and influence after content has been posted on social media.

Using these social media metrics during your campaigns, you will better understand people’s behavior and be able to create content more tailored to their needs.

Related: Click-through Rate (CTR) Basics