Managing Your Social Media Presence: Measuring Success

Important social media KPIs you should be tracking

  • Reach KPIs: measure how many users come across your social channels
  • Impressions: the number of times your post was visible in someone’s feed or timeline
  • Follower count: the number of followers your social channel has at a set time
  • Audience growth rate: demonstrates how follower count is changing over time.
  • Reach: this is how many people have seen a post since it went live
  • Potential reach: measures the number of people who could see a post during a reporting period
  • Social share of voice: tracks how many people mentioned your brand, compared to the number of people mentioning your competitors
  • Social media engagement KPIs: KPIs for social media engagement measure the quality of the interactions with your social followers.
  • Likes: the number of times of followers interact with a social post by clicking the Like button
  • Comments: the number of times your followers’ comment on your posts
  • Applause rate: tracks only positive interactions or approval interactions (likes, saves, retweets, favoriting a post, etc.)
  • Average engagement rate: divides all the engagement a post receives—including likes, comments, saves and favorites – by the total number of followers on your social channel
  • Amplification rate: the rate of your followers who are sharing your content with their own followers
  • Conversion KPIs: measure how many social interactions turn into website visits, newsletter sign- ups, purchases or other desired actions
  • Conversion rate: number of users who perform the actions outlined in your social media CTA (visit your website or landing page, subscribe to a mailing list, make a purchase, etc.) compared to the total number of clicks on that given post.
  • Click-through rate (CTR): the percentage of people who viewed your post and clicked on the CTA (call to action) it included
  • Bounce rate: the percentage of visitors who clicked on a link in your social post, but then quickly left that page without taking any action
  • Customer satisfaction KPIs: tracked to see how social media users think and feel about your brand
  • Customer testimonials: reviews typed up by your customers and posted to social channels
  • Customer satisfaction score (CSat): shows how happy your followers are with your brand’s products or services