19 Social Media Metrics That Actually Matter—And Methods to Monitor Them


What are social media metrics? And why are they essential to trace?

As a social media skilled, they’re your likelihood to reveal the worth of your work, and the impression of the selections you’ve made.

In case your boss asks you to speak information, take the chance to be a professional and transcend the surface-level, “self-importance” metrics—the likes and shares and retweets. As an alternative, deal with the information that issues—the numbers that show your effort has had a optimistic, bottom-line impression on the enterprise.

The best information will guarantee executives that their funding in social is paying off. It’ll additionally show you how to proceed to make smarter, extra data-driven choices transferring ahead.

This text identifies the social media metrics that actually matter, why they’re essential, and easy methods to monitor them.

Able to make an impression?

Desk of contents

The social funnel: a breakdown

Awareness metrics

Engagement metrics

Conversion metrics

Customer metrics

The most important social media metrics for marketers

The social funnel: a breakdown

Before diving into social media metrics, let’s review where each one lives in the social funnel.

For the purposes of this article, we’ll segment the funnel into four key customer journey stages:

Each stage is populated with its personal set of must-measure metrics, KPIs that make clear the effectiveness of your social media advertising.

Let’s dive in.

Consciousness metrics

These numbers illuminate your present and potential viewers.

1. Model Consciousness

Model Consciousness is the eye your model will get—throughout all social media—throughout a reporting interval, or a selected span of time that yields statistically related information.

Consideration may be expressed by means of a wide range of social media metrics, together with @mentions, shares, hyperlinks, and impressions. Reporting durations are additionally variable, often lasting every week, a month, or 1 / 4.

Methods to monitor it:

STEP 1: Decide the eye metric(s) your group desires tied to model consciousness.
STEP 2: Decide the reporting interval your group desires tied to model consciousness.
STEP three: Be constant. Consistency ensures that you simply’re benchmarking tendencies with correct, reliable information.

Word: A brand monitoring tool makes it simpler to trace each time somebody mentions you on social media, with or with out an @point out.

2. Viewers Progress Price

Viewers Progress Price measures the pace at which your model’s following will increase on social media. It’s how rapidly you achieve followers.

As entry to the web continues to extend all over the world, manufacturers’ social media followings may also improve.

However the query you ought to be asking is not, “What number of web new followers did we get final month?” As an alternative, ask, “How quick did we achieve final month’s web new followers—and was it quicker than our competitors?”

Methods to monitor it:

STEP 1: Measure your web new followers (on every platform) over a reporting interval.
STEP 2: Divide your web new followers by your complete viewers (on every platform) and multiply by 100 to get your viewers progress charge proportion.

Graphic showing the formula for social media audience growth rate

Word: You possibly can monitor your opponents’ progress the identical method.

three. Put up Attain

Put up Attain denotes how many individuals have seen a put up because it went stay.

This metric is straightforward to search out and even simpler to know. Most significantly, it’s actionable, because it’s affected by the timing (i.e., when is your viewers on-line?) and the content material (i.e., what does your viewers discover worthwhile?) of your put up.

Methods to monitor it:

STEP 1: Measure the attain of any given put up.
STEP 2: Divide the attain by your complete variety of followers and multiply by 100 to get your put up attain proportion.

Graphic showing formula to track social media post reach

Word: On Fb, the “When Your Followers Are On-line” characteristic will inform you the optimum time to put up. Use this information to extend your attain.

Screenshot of a Facebook analytics dashboard showing the best times to post based on when the majority of Hootsuite's followers are online

four. Potential Attain

Potential Attain measures the quantity of people that might, realistically, see a put up throughout a reporting interval.

In different phrases, if one in every of your followers shared your put up along with her community, roughly 2% to five% of her followers would issue into the put up’s potential attain.

Understanding this metric is essential as a result of, as a social marketer, you must at all times be working to broaden your viewers. Figuring out your potential attain allows you to gauge your progress.

Methods to monitor it:

STEP 1: Use a brand monitoring tool to trace your complete variety of model mentions.
STEP 2: Document what number of followers noticed every point out (i.e., the viewers of the account that talked about you).
STEP three: Multiply these two numbers collectively to get your Theoretical Attain, or absolutely the most quantity of people that might, in idea, see your model mentions.

Your potential attain is 2% to five% of your theoretical attain.

Graphic showing how to track "Potential Reach" on social media

5. Social Share of Voice (SSoV)

Social Share of Voice measures how many individuals are mentioning your model on social media in contrast to your opponents.

Mentions may be both:

  1. Direct (e.g., “@Hootsuite”)
  2. Oblique (e.g., “hootsuite”)

SSoV is, primarily, aggressive evaluation: how seen—and, subsequently, related—is your model out there?

Methods to monitor it:

STEP 1: Measure every mention your model receives—direct and oblique—throughout your social networks.
STEP 2: Measure your opponents’ mentions throughout the identical reporting interval.
STEP three: Add your mentions and people of your opponents to get the overall business mentions.
STEP four: Divide your model mentions by the grand complete and multiply by 100 to get your SSoV proportion.

Graphic showing formula for calculating social share of voice

Word: Utilizing social media analytics tools will make this course of simpler.

Engagement metrics

These numbers present how individuals are interacting together with your content material.

6. Applause Price

Applause Price is the variety of approval actions (e.g., likes, favorites) a put up receives relative to your complete variety of followers.

When a follower likes or favorites one in every of your posts, she’s acknowledging that it’s worthwhile to her. Figuring out what proportion of your viewers finds worth within the stuff you put up can—and ought to—inform your content material transferring ahead.

Methods to monitor it:

STEP 1: Add up the overall approval actions a put up obtained over the course of a reporting interval.
STEP 2: Divide that quantity by your complete followers and multiply by 100 to get your applause charge proportion.

Graphic showing formula to track "Applause Rate" on social media

Word: Use a social media impact tool to assist monitor approval actions and simplify the method.

7. Common Engagement Price

Common Engagement Price is the variety of engagement actions (e.g., likes, shares, feedback) a put up receives relative to your complete variety of followers.

It’s an essential metric as a result of larger engagement means your content material is resonating with the viewers. To show that, monitor the engagement charge of each put up. When you have a excessive engagement charge, the precise variety of likes and shares and feedback is irrelevant.

Methods to monitor it:

STEP 1: Add up a put up’s complete likes, feedback, and shares.
STEP 2: Divide by your complete variety of followers and multiply by 100 to get your common engagement charge proportion.

Graphic showing formula to track average engagement rate on social media

Word: The benchmark for this metric is completely different on each platform.

Fb and Twitter, for instance, sometimes have decrease engagement charges (e.g., zero.5% to 1%). Instagram, then again, is thought for its comparatively excessive engagement charges (e.g., three% to six%).

eight. Amplification Price

Amplification Price is the ratio of shares per put up to the variety of general followers.

Coined by Avinash Kaushik, writer and digital advertising evangelist at Google, amplification is “the speed at which your followers take your content material and share it by means of their networks.”

Principally, the upper your amplification charge, the extra prepared your followers are to affiliate themselves together with your model.

Methods to monitor it:

STEP 1: Add up the variety of occasions a put up was shared (e.g., retweeted, repinned, regrammed) throughout a reporting interval.
STEP 2: Divide that quantity by your complete variety of followers and multiply by 100 to get your amplification charge proportion.

Graphic showing how to track "Amplification Rate" on social media

9. Virality Price

Virality Price is the quantity of people that shared your put up relative to the variety of distinctive views (i.e., impressions) it had throughout a reporting interval.

Like the opposite metrics on this record, virality charge goes beneath the floor. It’s about extra than simply likes.

“A put up that will get 17,000 likes could solely get zero.1% virality,” writes Nicolas Gremion, “whereas one other put up that receives 10,000 likes will get 9.97% virality—and that’s a much better put up.”

Methods to monitor it:

STEP 1: Measure a put up’s impressions.
STEP 2: Measure a put up’s shares.
STEP three: Divide the variety of shares by the variety of impressions and multiply by 100 to get your virality charge proportion.

Formula for measuring "Virality Rate" on social media

Conversion metrics

These numbers reveal the effectiveness of your social engagement.

10. Conversion charge

Conversion Price is the variety of guests who, after clicking on a hyperlink in your put up, take motion on a web page (e.g., subscribe to your e-newsletter, obtain a gated content material asset, register for a webinar) towards that web page’s complete guests.

A excessive conversion charge means your content material is efficacious and compelling to the target market. From a social media standpoint, it’s an indication that your put up was related to the supply. In different phrases, it saved its promise.

Methods to monitor it:

STEP 1: Create a put up with a call-to-action hyperlink. Use a URL shortener to make it trackable.
STEP 2: Place a “cookie” on the consumer’s machine. Doing so attaches the result in a marketing campaign.
STEP three: Use the marketing campaign reporting to trace the overall variety of clicks and conversions generated by the put up.
STEP four: Divide conversions by complete clicks and multiply by 100 to get your conversion charge proportion.

Formula to track conversion rate on social media

Word: A put up’s conversion charge may be excessive even when site visitors is low. The 2 metrics are mutually unique.

11. Click on-By way of Price (CTR)

Click on-By way of Price, or CTR, is how usually individuals click on on the call-to-action hyperlink in your put up.

To not be confused with different engagement actions (e.g., shares, likes, feedback), your CTR is particularly tied to a hyperlink that brings the viewers to further content material.

Monitoring CTR, usually and precisely, will provide you with invaluable perception into how compelling your supply is to the target market.

Methods to monitor it:

STEP 1: Measure the overall clicks on a put up’s hyperlink.
STEP 2: Measure the overall impressions on that put up.
STEP three: Divide the variety of clicks by the variety of impressions and multiply by 100 to get your CTR proportion.

Formula to track "Click-Through Rate" on social media

Word: Don’t neglect to measure clicks and impressions inside the similar reporting interval.

12. Bounce Price

Bounce Price, is the proportion of web page guests who click on on a hyperlink in your put up, solely to rapidly depart the web page they land on with out taking an motion.

Bounce charge allows you to measure your social media site visitors—and, in flip, ROI—towards different sources of site visitors (e.g., site visitors from a Fb put up vs. site visitors from an natural Google search).

In case your social media bounce charge is decrease than that of different sources, it’s proof that your social media campaigns are concentrating on the correct viewers—and, in flip, driving high-value site visitors.

Methods to monitor it:

STEP 1: Arrange Google Analytics.
STEP 2: Open the “Acquisition” tab, and look underneath “All Site visitors” for the “Channels” phase.

tracking social media metrics in Google Analytics

STEP three: Click on on the “Bounce Price” button, which is able to rank all the channels from lowest bounce charge to highest.

social media metrics in Google Analytics

Word: Demonstrating the relative effectiveness of your social media efforts will go a great distance in proving its worth to the enterprise.

13. Value-Per-Click on (CPC)

Value-Per-Click on, or CPC, is the quantity you pay per particular person click on in your sponsored social media put up.

Whether or not you select to promote on Fb, Instagram, Twitter, or Linkedin, don’t focus in your complete spend. As an alternative, look to your CPC. It’ll show you how to weigh in case your funding in consideration is environment friendly, or wasteful.

Methods to monitor it:

STEP 1: Verify your platform’s Advert Supervisor.
STEP 2: Verify it usually.

Formula to measure Cost-Per-Click (CPC) on social media

Word: By no means let your CPC campaigns go unattended for an prolonged time period.

14. Value Per Thousand Impressions (CPM)

Value Per Hundreds Impressions, or CPM, is the quantity you pay each time a thousand individuals scroll previous your sponsored social media put up.

In contrast to in a CPC marketing campaign, a CPM put up gained’t essentially drive motion. It’ll solely create impressions, views. Due to this fact, CPM is a quicker and cheaper approach to split test content material.

Methods to monitor it:

STEP 1: Verify your platform’s Advert Supervisor.
STEP 2: Verify it usually.

Formula showing how to calculate "cost per thousand impressions" on social media

Word: By no means let your CPM campaigns go unattended for an prolonged time period.

15. Social Media Conversion Price

Social Media Conversion Price is the overall variety of conversions that got here from social media, expressed as a proportion.

Understanding this metric will provide you with clear perception into the effectiveness of every put up in a marketing campaign. In different phrases, it solutions this query: how nicely does this supply resonate with our target market?

Methods to monitor it:

STEP 1: Create a hyperlink within the put up utilizing a shortened URL that locations a “cookie” on the consumer’s machine.
STEP 2: Measure your complete variety of conversions.
STEP three: Divide the social media conversions by the overall variety of conversions and multiply by 100 to get your social media conversion charge proportion.

Formula to measure "social media conversion rate"

16. Dialog Price

Dialog Price is the ratio of feedback per put up to the variety of general followers you've gotten.

It’s one other metric coined by Avinash Kaushik—and it’s higher than monitoring feedback with none context. In any case, getting a mean of 20 feedback per put up is much more spectacular in case you solely have 200 followers.

Monitoring your dialog charge will show you how to perceive how a lot of your viewers is compelled so as to add their voice to the content material you put up on social. Or as Kaushik places it, “Is what you're saying attention-grabbing sufficient to spark essentially the most social of all issues: a dialog?”

Methods to monitor it:

STEP 1: Use a instrument like Hootsuite Analytics to drag the variety of feedback you obtained throughout a reporting interval.
STEP 2: Divide that quantity by your complete variety of followers and multiply by 100 to get you dialog charge proportion.

Formula showing how to calculate "Conversation Rate" on social media

Buyer metrics

These numbers replicate how your lively prospects suppose and really feel about your model.

17. Buyer Testimonials

Buyer Testimonials are any buyer assessment, evaluation, remark, endorsement, or interview referring to a model.

In the end, nice testimonials are the product of buyer delight. In case your model makes individuals completely satisfied, they’ll be extra more likely to share their good expertise with others.

The advantages are clear: a constant stream of honest testimonials on social media will garner belief and credibility whereas boosting your model’s presence.

Need extra buyer testimonials?

  • Ask your finest prospects to depart a assessment. By no means supply to compensate them for his or her effort, after all, as that may undermine your credibility.
  • Run a social media campaign that encourages individuals to create written, video, or on-line testimonials about your product, service, or mission.
  • Hyperlink to your Google My Enterprise assessment kind to make leaving testimonials a easy, seamless course of in your model evangelists.

18. Customer Satisfaction (CSat) Score

Customer Satisfaction, or CSAT, is a metric that measures how happy people are with your product or service.

Usually, the CSAT score is the product of one, straightforward question: How would you describe your overall satisfaction with this product?

Customers are then asked to rate their satisfaction on a linear scale, either numerically (e.g., one to 10) or sentimentally (e.g., Poor, Fair, Good, Great, Excellent).

CSAT has become a nearly ubiquitous way to understand how customers feel about your brand, mainly because it’s clear, concise, and easy to administer, especially on social media.

How to track it:

STEP 1: Create a CSAT survey on social media.
STEP 2: Add up the sum of all the scores.
STEP 3: Divide the sum by the number of respondents and multiply by 10 to get your CSAT score.

Formula for calculation "Customer Satisfaction Score" on social media

19. Net Promoter Score (NPS)

Net Promoter Score, or NPS, is a metric that measures customer loyalty.

Unlike CSAT, NPS is good at predicting future customer engagement because it is the product of one—and only one—specifically phrased question: How likely is it that you would recommend our [company/product/service] to a friend?

Customers are then asked to answer on a scale of zero to 10. Based on their response, each customer is grouped into one of three categories:

NPS is unique in that it measures customer satisfaction as well as future sales, which has made it a valuable, go-to metric for organizations of all sizes.

How to track it:

STEP 1: Create a NPS survey on social media.
STEP 2: Subtract the number of promoters from the number of detractors.
STEP 3: Divide that number by the total number of respondents and multiply by 100 to get your NPS.

Formula for calculating "Net Promoter Score" on social media

“Yes, absolutely,” you say. “I’d love to talk data.”

Whether you meet with your boss once a month or once a day, your conversations about data will be more substantive—and impactful—if you highlight social media metrics that demonstrate the bottom-line impact of your effort.

So dig deeper, and go beyond the readily accessible vanity metrics that literally anyone can report. Showcase your skills by presenting social media analytics that tell a story, a narrative that’s inherently valuable to your organization.

You’ll work more, but you’ll also come away with more than your effort was worth.

Use Hootsuite Impact and get plain-language reports of your social data to see exactly what’s driving results for your business—and where you can improve performance for better RO.

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