Social Media Metrics 101

A rundown on social media reporting when you’re a 💅 marketing girlie and not a 🔢 marketing girlie

Social media has become an essential part of any marketing strategy, and measuring its success is crucial to understanding its impact on your business goals. BUT, we get it - pulling together metrics and social media reports when numbers ain’t your thing can be daunting! If you find reporting a bit of a landmine, we’ve got you. Here’s your social media metrics 101 rundown, including what KPIs you should be measuring depending on what goals you have for your social media. Let’s get into it…

Social Media Metrics 101

Social media metrics are simply data showing how well your social media strategy is performing in terms of reaching your marketing goals. These metrics can help you understand everything from how your audience interacts with you online to how much your brand earns from social media (if you’re paid, but we’re keeping it organic around here)

Marketers set their brand's strategy up for growth and improvement by tracking and measuring social media metrics, usually monthly. Queue the question: “How do I use metrics to improve our socials.” Well, this largely depends on your goals for your socials, so let’s break it down below.

Founder Miriam looking very distressed that it’s time to do the reporting again. The struggle is real but we’ve got you 💥

What KPIs should you be measuring?

Key Performance Indicators (KPIs) simply refer to the metrics used to evaluate performance and progress of your social media goals. It’s a quantifiable way to assess how well your socials are performing in various areas.

So, what KPIs should you be measuring? Well, there isn’t a right or wrong answer to this, as it largely depends on your business goals, brand and social strategy. Once you’ve figured out what your goals are, here are some KPIs you should consider measuring:

If your goal is Brand Awareness, measure these:

• Impressions: The number of times your content is displayed, whether it is clicked or not

• Reach: The number of unique users who have seen your content

• Follower growth rate: The percentage increase in your social media followers over a specific period

If your goal is engagement, measure these:

• Likes, comments, and shares: The number of interactions your content receives

• Click-through rate (CTR): The percentage of people who clicked on a link in your post

• You can also measure you’re engagement rate, which summarises your engagement as a percentage. Here’s the formula: Engagement Rate (%) = [(Total Engagements / Total Followers or Impressions) * 100]

If your goal is conversion, measure these:

• Conversion rates: The percentage of people who completed a desired action, such as signing up for a newsletter, filling out a form or making a purchase

• Website clicks: these are the unique number of clicks to your website that have come specifically through social media

summary

Social media metrics can sometimes feel like a landmine, but measuring them is essential to understanding the impact of your social media strategy on your business goals. While there are many metrics to choose from, it's important to focus on the ones that align with your goals.

Interested in a bespoke, personalised social media strategy and management for your brand? Book a free 1:1 call with Founder Miriam for all the gems