Your Social Media Metrics are what tell you if you’re on-track or if you’re just posting in the wind.

Your Social Media Goals are directly related to your Social Metrics.

Determine What Your Specific Social Media Goals Are

Goals may include:

• Increase Followers.
• Move Traffic to your website.
• Secure Leads and Make Sales.
• Create Excitement about your Brand, Product or Service.

Which Metrics Should You Be Tracking?

The Metrics you should monitor will be based on your specific goals.

Relevant Metrics Include:

• Brand Awareness
• Post Reach
• Audience Growth
• Share of Voice
• Engagement
• Virality
• Amplification
• Conversion
• Click-Through
• Bounce

Metrics Explained:

Brand Awareness
The attention your Brand receives over a specific timeframe.

• Shares
• Mentions
• Impressions
• Comments
• Likes

Post Reach
Indicates the volume of people who’ve viewed your post since the moment it was published.

Post Reach percentage = (Post Reach + Total Followers) x 100

Audience Growth
Indicates the increase and decrease of followers.

Audience Growth percentage = (Net New Followers in Period + Total Audience on Platform) x 100

Share of Voice
Indicates the volume of people naming your Brand across Social Media.

Share of Voice percentage = ({Brand Mentions + Competitor Mentions} ÷ Total Mentions) x 100

Engagement (likes, comments, shares on posts)
You’ll know your content is connecting with people when this metric increases.

Total Engagement rate= (Total Engagement Actions ÷ Total Followers) x 100

Virality
Indicates the number of people who’ve shared your post and the number of unique impressions during a specific timeframe.

Virality rate = (Number of Shares ÷ Number of Impressions) x 100

Amplification
Measures ‘shares’ against account followers.

Amplification rate = (Total Post Shares ÷ Total Followers) x 100

Conversion
Indicates the number of people who’ve clicked through your post to a landing page, and have taken action on that page (purchase, registration, subscribe).

Conversion rate = (Conversions ÷ Total Clicks) x 100

Click-Through
Measures the number of clicks when a CTA (call-to-action) is placed.

CTR = (Total Clicks ÷ Total Impressions) x 100

Bounce
Indicates the number of people who’ve clicked through your post to a landing page, but then exit without taking any action.

New to Social Media Metrics?

If you're new to Social Media analytics, begin by focusing on the basics:

• Engagement (likes, comments, re-tweets)
• Post Reach
• Share of Voice
• Conversion

Social Metrics Awareness offers you the opportunity to track performance progress and tweak what’s not performing well.

 

More to Explore:

Social Media Made Easy

How to Increase Social Media Organic Reach

 

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