Social Media Metrics Pdf - (2022)

We all know that social media plays a huge part in digital marketing. As companies expand their digital marketing strategies and incorporate social media, they need to track the effectiveness of their campaigns. This is where knowing which metrics are important comes into play. There are many metrics you can track with your social media campaigns, but it’s best to focus on the ones that matter the most and give you the most actionable insights for your campaign.

What are social media metrics?

Social media metrics are the data used to assess the impact of social media activity on marketing campaigns and acompany’s revenue. These metrics help to assess how well you are accomplishing your goals in the socialspace and provide insight into where you canmodify your campaign.

As a social media professional, they’re your chance todemonstrate the value of your work and the impact of the decisions you’ve made. If your boss asks you to talk data, take the opportunity to be a pro and go beyond the surface-level, “vanity” metrics—the likes and shares and retweets. Instead, focus on the data that matters—the numbers that prove your effort has had a positive, bottom-line impact on the business.

The right data will assure executives that their investment in social is paying off. It’ll also help you continue to make smarter, more data-driven decisions moving forward. Yoursocial media goalsare what determine your metrics. For every goal, you need a related metric, which will help determine if your social strategy is hitting the mark or not.

Social media metrics are important because they prove you can measure how successful a campaign is, how well your social strategy is performing, and ultimately if you will have an impact on your overall business. Not only does having these metrics allow you to showcase the impact of your work to executives, but providing consistent social media metric reports can lead to major shifts for your social team, including budget increases and increased access to resources. And last but certainly not least, metrics keep you aware of general social profile and brand health – you don’t know the impact of your social media presence until you have the data to back it up.

Social Media Metrics to Track

1. Engagement: Likes, comments, shares and clicks

Engagement is a big umbrella category to track. The engagement rate is a metric often used to track how actively involved with your content your audience is and how effective your brand campaigns are. Engaged consumers interact with brands through interactions such as “likes,” comments and social sharing.

Engagement essentially boils down to how much audience accounts are interacting with your account and how often. Every network will have some sort of engagement metric that is a total sum of smaller engagement opportunities such as likes, comments, and shares. Many platforms have more than one type of metric, or different naming conventions, such as Retweets vs. Shares.

High engagement rates will indicate audience health (how responsive your audience is and how many are “real” followers), interesting content types and your awareness of your brand.

At the granular level, you’ll look at different engagement metrics:

  • Likes, Comments, Retweets, etc.: Individual engagement metrics like a Share or a Retweet add up. In a Twitter report, you’ll see a total number of engagements per post or profile.
  • Post engagement rate: The number of engagements divided by impressions or reach. A high rate means the people who see the post find it interesting.
  • Account mentions:Organic mentions, like @mentions that aren’t part of a reply, or tagging a brand in an Instagram story without prompting, indicate good brand awareness.

Like most metrics, looking at one engagement metric might not give you all the context you need to make full decisions for your strategy. Looking at a combination of metrics is a great way to learn more about what levers you can pull to meet your specific goals. For example, a post that receives a lot of likes but not comments or shares isn’t always bad. The post intention could’ve been to present a beautiful image and a caption that isn’t meant to be a call to action. But, if there was a call to action that encouraged comments and shares, then the lack of them could mean a poorly performing caption.

Social Media Metrics Pdf - (1)

Looking at the full picture is great as your device your strategy, but keeping a close eye on one metric in particular can help you be more agile and pivot your strategy quickly. Sprout’s Sent Message Performance report will break down each post’s metrics but also provide an average or total at the top of each column. By sorting these, you’ll find out which posts receive the most impressions and which have the most average users engaged. If engagement is your goal, sorting by the most engaging posts will help you find similarities among these posts, so you can determine which elements of these posts appeal most to people andoptimize your future content.

2. Number of Social Media Followers

Several social media followers are one of the many metrics that many marketers tend to dismiss as a vanity metric.

Having engaged followers is more important than having many followers.

However, if one of your goals is toincrease your social media followingor brand reach, then you need to know how many followers you have.

When working to increase your brand reach, it’s important to know how many social followers you have managed to gather over time.

You may find out that some of your accounts are doing better than others. You want to focus more on the ones that are attracting more audiences than the ones that aren’t.

Another way to approach social media followers is to look atfollower growth rateover time.

Are your followers growing or are you loosing followers? By examining the follower growth rate, you’ll be able to identify any trends in your growth.

Having a consistent growth rate over several months will help you justify the effort and dedication you’ve put in.

Again, the follower growth rate will help you single out faster-growing profiles so that you can cut the cord on profiles that remain stagnant, or identify which social profiles need a little bit more love.

Most social media profiles will show you your follower count in their analytics section.

You can use a simple spreadsheet to monitor your follower growth each month.

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3. Awareness metrics

These numbers illuminate your current and potential audience.

Brand Awareness

Brand Awarenessis the attention your brand gets—across all social media—during areporting period, or a specific period that yields statistically relevant data.

Attention can be expressed through a variety of social media metrics, including @mentions, shares, links, and impressions. Reporting periods are also variable, usually lasting a week, a month, or a quarter.

Audience Growth Rate

Audience Growth Ratemeasures the speed at which your brand’s following increases on social media. It’show quicklyyou gain followers.

As the access to the internet continues to increase around the world, brands’ social media followings will also increase.

But the question you should be asking isnot, “How many net new followers did we get last month?” Instead, ask, “Howfastdid we gain last month’s net new followers—and was it faster than our competition?”

Post Reach

Post Reachdenotes how many people have seen a post since it went live.

This metric is easy to find and even easier to understand. Most importantly, it’s actionable, since it’s affected by thetiming(i.e., when is your audience online?) and thecontent(i.e., what does your audience find valuable?) of your post.

4. Influence

Who is talking about your brand and what kind of impact do they have? Influence is probably the most controversial social media metric; there are myriad tools that measure social influence, and they all do it in different ways. But one thing they all agree on is that audience size does not necessarily relate to influence.Just because someone has a lot of friends or followers, that does not mean they can encourage those followers to do anything.

Based on past actions, we can make assumptions about how influential someone might be in the future. This type of potential influence is useful to decide who to reach out to when you’re preparing for a campaign. Tools likeKloutandPeerIndexassign people an influence score. Tools like these measure online social capital and the (potential) ability to influence others.

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Plus, it’s very easy. Goodsocial listening toolscome with influence scores:

Kinetic influence, on the other hand, will help you understand who is participating in and driving the conversation about your brand and your campaigns, and who gets others to participate in these specific conversations. You can find your brand advocates by focusing on people whose messages are amplified by others, and not just who has the most followers.

5. Top influencers

We talk about influencer marketinga lot at Mention. We know that influencers can help you grow your audience quickly, and they usually come a lot cheaper than advertising. Often, they’re free!

Monitor the influence of the people talking about you online. Influence increases usually mean that you’re being written about in industry news publications, ortalked about by important people on social media. And that’s a good thing!

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Find out who your most valuable supporters are, and encourage them to keep up the good work.

Tracking your top influencers can also lead tomemorable and effective marketing campaigns. We worked with influencers in our Real Smart Marketing series, where we asked well-known marketers to share their secrets. They kindly agreed:

These videos have been shared far more than any of our others, and a lot of people seem to enjoy them. That’s always a good thing.

6. Share of voice: Volume and sentiment

Share of voice is a metric often used in public relations, or as part of competitive analysis or paid advertising campaigns. It indicates how much of the online sphere your brand is taking part in. For example, if you’re a florist in Toronto, it would look like how many people are talking about your brand online as compared to your competitors.

Improving yourshare of voiceis likely an ongoing goal, one that you measure by benchmarking over time. Campaigns come and go, but your brand is forever. Unless you’re the only company in your field, you won’t always be able to maintain the biggest share of voice but you can keep track of how it ebbs and flows over time and consider the factors for those changes.

7. Response Rate and Time

40% of customers who share their complaints via social media expect to get a response within one hour.

This goes to show how important customer service support on social media is important.

Monitor your response rate and time on your social media profiles to determine whether you need a community manager to improve on this metric.

This metric will help you get insights into your overall customer service approach. You’ll know whether you need to restructure your strategy if most of your client issues go unresolved.

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8. Revenue from social channels

Without a doubt, this is the metric that makes company executives take notice. Sure, they probably care about site traffic, social followers, and some of the others. But what matters most is the bottom line.

If you can draw a straight line from your social media marketing to money in the bank, you canconfidently assess your social media ROI. Revenue isn’t the only thing that matters – if it was, we’d have cut this list by nine. But it makes others pay attention.

Google Analytics lets you set website goals for each conversion point. From this, you can add a dollar value to each conversion. So if you know the source of each conversion (that was metric number eight), you caneasily calculate the revenue generated by source:

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This is dead simple for eCommerce sites. You have a product with a set value, so every time a user buys that product, you know how much revenue it brings in.

But even if you sell a serviceoffline, you can still accurately assign a value to your website conversions. For instance, if you know that 2% of your blog subscribers eventually become customers, and you know what your average customer pays, you can see what a blog subscription is worth.

There are also great tools likeMarketoandKissmetricsthat will track your customer’s journey from that first conversion. This lets you tie that eventual customer to the social media link they clicked. So if you know that customer pays $10,000 per year, you can thank social media marketing for that revenue.

Whether you choose to go for averages or track your customers on an individual basis, monitoring the revenue generated from social media can be hugely satisfying.


The data social media metrics present can provide insight into the effectiveness of your various social media campaigns, the existence of new opportunities for expanding your following, and even how you could modify your content to better appeal to your audience. There’s no one set of metrics that should be used for each platform or campaign, but the ones mentioned in this post will do the trick.


What are the five types of social media metrics? ›

Here are five simple, but oh-so-useful social media metrics you should be measuring right now.
  • Volume. The first – and easiest – social media metric to measure is volume. ...
  • Reach. Reach measures the spread of a social media conversation. ...
  • Engagement. ...
  • Influence. ...
  • Share of Voice.

What are the three types of social metrics? ›

3 Main Types of Metrics
  • Reach. Reach refers to the number of people who actually see your content. ...
  • Impressions. Total impressions is the number of times your content is displayed or presented to an audience. ...
  • engagement. Of these three metrics, engagement is the most important.
12 Apr 2022

What are the best social media metrics to measure awareness? ›

Consider looking at these awareness metrics on your next report:
  • CPM or Cost per Thousand Impressions. ...
  • Bounce rate. ...
  • Customer reviews/testimonials. ...
  • Customer response rate. ...
  • Customer response time. ...
  • Customer satisfaction. ...
  • Top referring social channels. ...
  • Revenue from social channels.
31 May 2022

Why are social media metrics important? ›

These metrics will give you insight into customers, how to track ROI, improve your brand presence online, and walk away with happier customers. Social Media Metrics are imperative to social strategy. They give you an inside look at how your channels are performing and how you are perceived by your target audience.

What are the top 5 metrics for social media ROI? ›

5 Social Media Metrics to Track
  • Reach: the number of people who see your content. ...
  • Impressions: the number of times your content is displayed. ...
  • Engagement: the number of shares, likes, clicks & comments on your content. ...
  • Engagement Rate: the rate at which your audience interacts with your content.
11 Mar 2020

What are social metrics? ›

Social media metrics is the use of data to gauge the impact of social media activity on a company's revenue. Marketers often use social media monitoring software to observe activity on social platforms and gather information about how a brand, product or company-related topic is being perceived.

What are the top 3 social media marketing metrics to track in 2022? ›

Social media scheduling tool

Track the total number of followers. Discover different engagement metrics, including Facebook engagement metrics. Measure the click-through rate of your social posts. Track social traffic.

How do you track social media performance? ›

Here are some tools you can use to analyze your social media audience:
  1. Friends+Me (Facebook, LinkedIn, Twitter, Pinterest)
  2. Followerwonk (Twitter)
  3. Tailwind (Instagram and Pinterest)
  4. Social media insights (gender and location data)
  5. Google Analytics Audience report > Gender and Location.
26 Mar 2019

What is social media matrices? ›

What is a social media matrix? Generally, a table that supports companies to decide which social media to use based on their corporate or communication goals. It is crucial as it helps to give you a clear overall view of your social media marketing strategy to plan on how to grow your brand accordingly.

What KPIs do you use in social media reporting? ›

The top KPIs for modern social media teams to track:
  • Likes.
  • Engagement.
  • Followers growth.
  • Traffic conversions.
  • Social interactions.
  • Social sentiment.
  • Social shares.
  • Web visitors by channel source.

Which social media KPI is most important? ›

Focus area #1: engagement. Engagement is, hands down, the #1 area that you should be concerned with on social media. It is the catalyst for improvement in all of the other social media KPIs we'll discuss. Simply put, engagement measures the amount of likes, shares, and comments that your social updates receive.

How do you track social media performance? ›

Here are some tools you can use to analyze your social media audience:
  1. Friends+Me (Facebook, LinkedIn, Twitter, Pinterest)
  2. Followerwonk (Twitter)
  3. Tailwind (Instagram and Pinterest)
  4. Social media insights (gender and location data)
  5. Google Analytics Audience report > Gender and Location.
26 Mar 2019

What are Facebook metrics? ›

Facebook impressions metrics represent the numbr of times your ad or content was viewed on a user's screen. If you want to keep tabs on this Facebook metric to see how many people viewed your content, you can either use Facebook insights or a third-party analytics tool.

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