What Are Social Media Metrics?
Social media metrics are data points that measure the performance of your social media efforts. They track key aspects like reach, engagement, follower growth, and conversions. By monitoring these metrics, you can assess the effectiveness of your campaigns, optimise content, and align your social media strategy with your business goals.
Tracking the right social media metrics is crucial for evaluating the effectiveness of your campaigns and optimising your strategy. Whether you’re focusing on boosting engagement, increasing reach, or driving conversions, understanding and benchmarking key metrics can help you make data-driven decisions. Since these metrics vary by industry, platform, and goals, regularly reviewing them is essential for continuous improvement, growth and success.
In this guide, we’ll explore a comprehensive list of social media marketing metrics across different categories, from reach and engagement to conversions and audience insights. Whether you’re aiming to grow your audience or enhance engagement, these metrics will guide your social media efforts and help you achieve better results.
Reach and Engagement
Reach and engagement metrics are crucial for understanding how well your social media content is performing. Reach measures the number of unique users who see your content, while engagement metrics track how users interact with your posts. By monitoring these metrics, you can gauge the effectiveness of your content, identify what resonates with your audience, and optimise your social media strategy to maximise visibility and interaction.
1. Reach
- Definition: The number of unique users who have seen your content.
- Formula: N/A (Monitored using social media analytics tools)
- Purpose: Indicates how many people are being exposed to your content.
- Benchmark: Aim for 10-30% of your followers per post.
2. Impressions
- Definition: The number of times your content is displayed, regardless of whether it was clicked.
- Formula: N/A (Typically tracked via social media analytics tools)
- Purpose: Measures the potential reach of your content.
- Benchmark: Varies widely by platform and industry; target 1.5-2 times your reach.
3. Engagement Rate
- Definition: The percentage of people who interact with your content relative to the total number of impressions or reach.
- Formula: Engagement Rate = (Total Engagements / Total Impressions or Reach) * 100
- Purpose: Measures how well your content resonates with your audience.
- Benchmark: Typically, a 1-5% engagement rate is considered good, but this varies by platform and industry.
4. Likes and Reactions
- Definition: The number of likes or reactions your content receives.
- Formula: N/A (Counted via social media platforms)
- Purpose: Reflects initial positive feedback from your audience.
- Benchmark: Aim for 1-5% of your followers.
5. Comments
- Definition: The number of comments your content receives.
- Formula: N/A (Counted via social media platforms)
- Purpose: Indicates deeper engagement and conversation.
- Benchmark: A good benchmark is 0.5-2% of your followers.
6. Shares and Retweets
- Definition: The number of times users share or retweet your content.
- Formula: N/A (Counted via social media platforms)
- Purpose: Measures the virality and shareability of your content.
- Benchmark: Strive for 0.5-2% of your followers.
7. Mentions
- Definition: The number of times your brand is mentioned in posts across social media platforms.
- Purpose: Measures brand visibility and awareness.
- Benchmark: Varies widely; aim for consistent growth over time.
8. Saves
- Definition: The number of times users save your posts, particularly on platforms like Instagram.
- Purpose: Indicates the value and relevance of your content to users.
- Benchmark: Aim for 0.5-2% of your followers, especially on visual platforms like Instagram.
9. Click-Through Rate (CTR)
- Definition: The percentage of users who click on a link in your post relative to the total number of impressions or reach.
- Formula: CTR = (Total Clicks / Total Impressions or Reach) * 100
- Purpose: Measures the effectiveness of your content in driving traffic.
- Benchmark: Aim for a CTR of 1-3%, but this can vary by platform and industry.
Audience Metrics
Audience metrics provide insights into the demographics and growth of your social media followers. Understanding who your audience is and how quickly your follower base is expanding can help tailor your content and campaigns to better meet their needs and preferences. These metrics also highlight the potential reach of your posts and the overall health of your social media presence.
10. Follower Growth Rate
- Definition: The rate at which your social media following grows.
- Formula: Follower Growth Rate = (New Followers / Total Followers) * 100
- Purpose: Indicates the growth and expansion of your audience.
- Benchmark: A healthy growth rate is around 5% per month.
11. Audience Demographics
- Definition: The breakdown of your audience by age, gender, location, etc.
- Formula: N/A (Monitored using social media analytics tools)
- Purpose: Helps tailor content to your audience’s characteristics.
- Benchmark: Ensure your audience demographics align with your target market.
12. Social Share of Voice (SSoV)
- Definition: The percentage of mentions your brand receives compared to your competitors.
- Formula: SSoV = (Your Mentions / Total Mentions for Your Industry) * 100
- Purpose: Measures brand visibility and influence relative to competitors.
- Benchmark: Aim for a higher share of voice than your main competitors.
13. Active Followers
- Definition: The number of followers who regularly engage with your content through likes, comments, shares, and other interactions.
- Purpose: Measures the level of active interest and participation from your follower base.
- Benchmark: Aim for 10-15% of your followers to be actively engaging.
Content Performance Metrics
Content performance metrics evaluate how well your individual posts and overall content strategy are doing. These metrics help identify the types of content that generate the most engagement, the best times to post, and the frequency at which you should publish. By analysing these metrics, you can fine-tune your content to better align with audience preferences and improve your social media outcomes.
14. Post Frequency
- Definition: The number of posts you publish within a specific period.
- Formula: N/A (Tracked via social media platforms)
- Purpose: Ensures consistent content delivery.
- Benchmark: Varies by platform; aim for a frequency that balances quality and quantity.
15. Best Times to Post
- Definition: The times when your audience is most active and likely to engage.
- Formula: N/A (Determined through analytics and testing)
- Purpose: Optimises posting schedule for maximum engagement.
- Benchmark: Varies by audience; analyse your data to determine peak times.
16. Top Performing Posts
- Definition: The posts that generate the highest engagement and reach.
- Formula: N/A (Identified through social media analytics tools)
- Purpose: Highlights content types that resonate best with your audience.
- Benchmark: Use insights to inform future content strategies.
17. Content Views
- Definition: The total number of times your content has been viewed across social media platforms.
- Purpose: Measures the visibility and popularity of your content.
- Benchmark: Varies; aim for a consistent increase over time.
18. Video Views
- Definition: The number of times your videos have been viewed on social media platforms.
- Purpose: Measures the reach and popularity of your video content.
- Benchmark: Varies widely; aim for at least 5-10% of your followers.
19. Video Completion Rate
- Definition: The percentage of viewers who watched your video from start to finish.
- Purpose: Indicates how engaging and compelling your video content is.
- Benchmark: Aim for 50-80%, depending on video length and platform.
20. Stories Engagement
- Definition: Engagement metrics specific to Stories, including taps forward, taps back, and exits.
- Purpose: Measures interaction with your Stories content.
- Benchmark: Aim for 5-10% of your viewers engaging through taps or replies.
Conversion Metrics
Conversion metrics track the actions that users take as a result of your social media efforts, such as signing up for a newsletter, making a purchase, or filling out a form. These metrics are vital for assessing the ROI of your social media campaigns and understanding how effectively they drive users toward desired outcomes. High conversion rates indicate that your content and calls to action are compelling and effective.
21. Conversion Rate
- Definition: The percentage of social media interactions that lead to a desired action (e.g., form submission, purchase).
- Formula: Conversion Rate = (Total Conversions / Total Interactions) * 100
- Purpose: Measures the effectiveness of social media in driving actions that meet business goals.
- Benchmark: Aim for a conversion rate of 1-2%, but this can vary.
22. Leads Generated
- Definition: The number of leads acquired through social media.
- Formula: N/A (Tracked via CRM or analytics tools)
- Purpose: Measures the success of social media in generating potential customers.
- Benchmark: More leads indicate better performance in attracting prospects.
23. Revenue Generated
- Definition: The total revenue attributed to social media activities.
- Formula: N/A (Tracked via CRM or analytics tools)
- Purpose: Assesses the financial impact of your social media efforts.
- Benchmark: Varies by business; aim to increase over time.
24. Bounce Rate
- Definition: The percentage of visitors who navigate away from your site after viewing only one page.
- Purpose: Measures the effectiveness of your website in retaining visitors.
- Benchmark: Aim for 30-50%; lower is better.
25. Cost Per Conversion
- Definition: The cost associated with acquiring a conversion, such as a sale or sign-up, from your social media efforts.
- Purpose: Measures the efficiency of your social media campaigns in generating desired actions.
- Benchmark: Varies widely; aim to lower this over time through optimisation.
26. Return on Investment (ROI)
- Definition: The return on investment from social media activities, calculated by comparing the revenue generated to the cost of the campaigns.
- Purpose: Measures the profitability and financial effectiveness of your social media efforts.
- Benchmark: A 2:1 ratio or higher is generally good, meaning $2 earned for every $1 spent.
Customer Care Metrics
Customer care metrics measure how well you respond to and manage interactions with your audience on social media. These include response time, response rate, and customer satisfaction. Effective social media customer care can enhance your brand’s reputation, build customer loyalty, and foster a positive community around your brand.
27. Response Time
- Definition: The average time it takes to respond to messages and comments.
- Formula: N/A (Tracked via social media management tools)
- Purpose: Measures the efficiency of your customer service.
- Benchmark: Aim for response times under an hour during business hours.
28. Response Rate
- Definition: The percentage of messages and comments you respond to.
- Formula: Response Rate = (Total Responses / Total Messages and Comments) * 100
- Purpose: Indicates your level of customer engagement.
- Benchmark: Aim for a response rate above 90%.
29. Resolution Rate
- Definition: The percentage of customer service issues that are successfully resolved through social media channels.
- Purpose: Measures the effectiveness of your social media customer support.
- Benchmark: Aim for 90% or higher for resolved issues.
30. Customer Satisfaction (CSAT)
- Definition: The level of satisfaction customers express through social media interactions.
- Formula: N/A (Measured through surveys or sentiment analysis)
- Purpose: Assesses the quality of your customer service.
- Benchmark: Aim for a CSAT score above 80%.
31. Net Promoter Score (NPS)
- Definition: A metric that measures customer loyalty and the likelihood of customers recommending your brand to others.
- Purpose: Indicates overall customer satisfaction and potential for word-of-mouth promotion.
- Benchmark: A score of +30 or higher is considered good; +50 is excellent.
Competitive Metrics
Competitive metrics provide insights into how your social media performance stacks up against your competitors. By comparing metrics such as engagement rate, share of voice, and follower growth, you can identify areas where you excel and opportunities for improvement. Understanding your competitive landscape helps you refine your strategy to better position your brand in the market.
32. Competitor Analysis
- Definition: Comparing your social media performance with that of your competitors.
- Formula: N/A (Conducted using social media analytics tools)
- Purpose: Identifies strengths and weaknesses in your strategy.
- Benchmark: Strive to outperform competitors in key metrics.
33. Share of Engagement
- Definition: The percentage of total industry engagement your brand receives.
- Formula: Share of Engagement = (Your Engagements / Total Industry Engagements) * 100
- Purpose: Measures your brand’s engagement relative to competitors.
- Benchmark: Aim for a higher share of engagement than your main competitors.
Community Metrics
Community metrics measure the growth and engagement of your social media communities. These metrics help you understand how well your efforts in building and nurturing a community are paying off. A strong, engaged community can be a powerful asset, driving loyalty, advocacy, and long-term success.
34. Community Growth Rate
- Definition: The rate at which your online community is expanding, typically measured by new members joining.
- Purpose: Measures the effectiveness of your efforts to attract and retain community members.
- Benchmark: Aim for 1-3% growth per month.
35. Community Engagement
- Definition: The level of interaction and participation within community groups or forums.
- Purpose: Indicates the activity and involvement of community members.
- Benchmark: Aim for 10-20% of community members engaging regularly.
Hashtag Performance
Hashtag performance metrics analyse the effectiveness of the hashtags you use in your social media posts. These metrics help you understand how hashtags contribute to the visibility and engagement of your content. By tracking hashtag performance, you can refine your hashtag strategy to enhance reach and interaction.
36. Hashtag Usage
- Definition: The frequency and performance of specific hashtags used in your social media posts.
- Purpose: Helps track the effectiveness of hashtags in increasing the reach and discoverability of your content.
- Benchmark: Use 5-10 relevant hashtags per post; engagement should increase with effective use.
37. Hashtag Engagement
- Definition: Engagement metrics (likes, comments, shares) for posts containing specific hashtags.
- Purpose: Measures the impact of hashtags on post engagement.
- Benchmark: Posts with hashtags generally see a 12.6% increase in engagement compared to those without.
Testing and Optimisation Metrics
Testing and optimisation metrics focus on the continuous improvement of your social media strategy. Through A/B testing and sentiment analysis, you can experiment with different content variations and approaches to discover what works best. These metrics guide you in making data-driven adjustments that enhance the effectiveness of your social media campaigns.
38. A/B Testing Results
- Definition: Comparing the performance of different versions of content to determine which performs better.
- Formula: N/A (Set up and analysed using social media tools)
- Purpose: Optimises content for better performance.
- Benchmark: Aim for a minimum 5% improvement on key metrics from A/B tests.
39. Positive Sentiment
- Definition: Evaluating the sentiment (positive, negative, neutral) of mentions and comments.
- Formula: N/A (Conducted using social media analytics tools)
- Purpose: Gauges public perception of your brand.
- Benchmark: 70% or higher is generally good
40. Neutral Sentiment
- Definition: Evaluating the sentiment (positive, negative, neutral) of mentions and comments.
- Formula: N/A (Conducted using social media analytics tools)
- Purpose: Gauges public perception of your brand.
- Benchmark: Varies; aim for balanced sentiment where positive outweighs negative.
41. Negative Sentiment
- Definition: Evaluating the sentiment (positive, negative, neutral) of mentions and comments.
- Formula: N/A (Conducted using social media analytics tools)
- Purpose: Gauges public perception of your brand.
- Benchmark: Keep below 20%
Influencer Metrics
Influencer metrics track the performance of your influencer marketing efforts. These metrics help you understand the reach, engagement, and impact of influencers who promote your brand. Monitoring influencer metrics ensures that you are partnering with the right influencers and maximising the value of these collaborations.
42. Influencer Reach
- Definition: The number of unique users who see content from influencers who mention or collaborate with your brand.
- Purpose: Measures the potential audience size that influencers bring to your brand.
- Benchmark: Influencers should have engagement rates of 2-3% of their followers.
43. Influencer Engagement
- Definition: The engagement metrics (likes, comments, shares) on influencer posts that mention your brand.
- Purpose: Indicates how well the influencer’s audience interacts with posts about your brand.
- Benchmark: Aim for a 2-3% engagement rate on influencer posts mentioning your brand.
Campaign-Specific Metrics
Campaign-specific metrics focus on the performance of individual social media campaigns. These metrics help you assess the success of your campaigns in terms of reach, engagement, and conversions. By analysing campaign-specific metrics, you can optimise future campaigns for better results.
44. Campaign Reach
- Definition: The number of unique users who see your content during a specific campaign.
- Purpose: Measures the extent of your campaign’s visibility.
- Benchmark: Aim for 20-30% of your total audience per campaign.
45. Campaign Engagement
- Definition: The engagement metrics (likes, comments, shares) specific to a campaign.
- Purpose: Indicates how well your campaign content resonates with the audience.
- Benchmark: Aim for a 1-3% engagement rate per campaign.
46. Campaign Impressions
- Definition: The total number of times your campaign content is displayed, regardless of whether it is clicked.
- Purpose: Measures how often your content is viewed.
- Benchmark: Aim for 1.5-2 times your campaign reach.
47. Campaign Conversions
- Definition: The number of desired actions (e.g., purchases, sign-ups) attributed to a specific campaign.
- Purpose: Assesses the effectiveness of your campaign in driving desired outcomes.
- Benchmark: Aim for a 1-2% conversion rate per campaign.
Tracking these metrics can provide a detailed understanding of your social media performance and guide your strategy adjustments for better results. Remember, the importance of each metric can vary based on your specific goals and objectives.
These benchmarks can serve as a starting point. Always tailor your goals and benchmarks to your specific industry, audience, and platform. Regularly reviewing and adjusting based on performance data is key to successful social media marketing.
At a Glance
This table provides a comprehensive summary of the benchmarks and formulas for evaluating the performance of your social media efforts across various metrics.
| Metric | Benchmark | Formula |
|---|---|---|
| Reach | Aim for 10-30% of your followers per post | N/A (Monitored using social media analytics tools) |
| Impressions | Target 1.5-2 times your reach | N/A (Typically tracked via social media analytics tools) |
| Engagement Rate | 1-5% considered good | (Total Engagements / Total Impressions or Reach) * 100 |
| Likes and Reactions | Aim for 1-5% of your followers | N/A (Counted via social media platforms) |
| Comments | 0.5-2% of your followers | N/A (Counted via social media platforms) |
| Shares and Retweets | 0.5-2% of your followers | N/A (Counted via social media platforms) |
| Mentions | Varies; aim for consistent growth | N/A (Counted via social media platforms) |
| Saves | 0.5-2% of your followers | N/A (Counted via social media platforms) |
| Click-Through Rate (CTR) | 1-3% | (Total Clicks / Total Impressions or Reach) * 100 |
| Follower Growth Rate | 5% per month | (New Followers / Total Followers) * 100 |
| Audience Demographics | Align with target market | N/A (Monitored using social media analytics tools) |
| Social Share of Voice (SSoV) | Higher SSoV than main competitors | (Your Mentions / Total Mentions for Your Industry) * 100 |
| Active Followers | 10-15% of your followers | N/A (Counted via social media platforms) |
| Post Frequency | Varies by platform | N/A (Tracked via social media platforms) |
| Best Times to Post | Varies by audience | N/A (Determined through analytics and testing) |
| Top Performing Posts | Use insights for future strategies | N/A (Identified through social media analytics tools) |
| Content Views | Aim for consistent increase over time | N/A (Tracked via social media platforms) |
| Video Views | 5-10% of your followers | N/A (Tracked via social media platforms) |
| Video Completion Rate | 50-80%, depending on length and platform | N/A (Tracked via social media platforms) |
| Stories Engagement | 5-10% of viewers engaging | N/A (Tracked via social media platforms) |
| Conversion Rate | 1-2%, varies | (Total Conversions / Total Interactions) * 100 |
| Leads Generated | More leads indicate better performance | N/A (Tracked via CRM or analytics tools) |
| Revenue Generated | Varies; aim to increase over time | N/A (Tracked via CRM or analytics tools) |
| Bounce Rate | 30-50%; lower is better | (Single Page Sessions / Total Sessions) * 100 |
| Cost Per Conversion | Varies; aim to lower over time | N/A (Tracked via CRM or analytics tools) |
| Return on Investment (ROI) | 2:1 ratio or higher (earn $2 for every $1 spent) | (Revenue – Cost) / Cost * 100 |
| Response Time | Under an hour during business hours | N/A (Tracked via social media management tools) |
| Response Rate | Above 90% | (Total Responses / Total Messages and Comments) * 100 |
| Resolution Rate | 90% or higher | N/A (Tracked via social media management tools) |
| Customer Satisfaction (CSAT) | Above 80% | N/A (Measured through surveys or sentiment analysis) |
| Net Promoter Score (NPS) | +30 or higher | N/A (Measured through surveys) |
| Competitor Analysis | Strive to outperform competitors | N/A (Conducted using social media analytics tools) |
| Share of Engagement | Higher share than competitors | (Your Engagements / Total Industry Engagements) * 100 |
| Community Growth Rate | 1-3% growth per month | N/A (Tracked via social media platforms) |
| Community Engagement | 10-20% engaging regularly | N/A (Tracked via social media platforms) |
| Hashtag Usage | Use 5-10 relevant hashtags per post | N/A (Tracked via social media analytics tools) |
| Hashtag Engagement | 12.6% increase in engagement with hashtags | N/A (Tracked via social media analytics tools) |
| A/B Testing Results | Minimum 5% improvement on key metrics | N/A (Set up and analysed using social media tools) |
| Positive Sentiment | 70% or higher | N/A (Conducted using social media analytics tools) |
| Neutral Sentiment | Aim for balanced sentiment | N/A (Conducted using social media analytics tools) |
| Negative Sentiment | Below 20% | N/A (Conducted using social media analytics tools) |
| Influencer Reach | Influencers should have 2-3% engagement rate | N/A (Monitored using social media analytics tools) |
| Influencer Engagement | 2-3% engagement rate | N/A (Monitored using social media analytics tools) |
| Campaign Reach | 20-30% of your total audience | N/A (Monitored using social media analytics tools) |
| Campaign Engagement | 1-3% engagement rate | N/A (Monitored using social media analytics tools) |
| Campaign Impressions | 1.5-2 times your campaign reach | N/A (Monitored using social media analytics tools) |
| Campaign Conversions | 1-2% conversion rate | N/A (Tracked via CRM or analytics tools) |
How to Choose Which Metrics to Use
Choosing which social media metrics to track and act upon involves a strategic approach tailored to your business goals, audience, and the specific platforms you’re using. Here’s a step-by-step guide to help you decide:
1. Define Your Goals
Start by clearly defining what you want to achieve with your social media efforts. Common goals include:
- Brand Awareness: Increasing visibility and reach.
- Increased Member Engagement: Building a community and fostering interactions.
- Growth in Membership: Driving traffic to your website and converting interactions into sales
- Higher Membership Retention Rates: Providing support and building customer satisfaction.
[Dig deeper] 25 Membership Goals for You to Adapt and Use
2. Understand Your Audience
Know who your audience is and what platforms they are most active on. Tailor your metrics to measure how well you are reaching and engaging your target demographic.
3. Align Metrics with Goals
Match your goals to specific metrics. For example; if your goal is brand awareness, track reach, impressions, and follower growth rate. Where the goal is member engagement, focus on likes, comments, shares, reactions, and saves. For member recruitment monitor click-through rates (CTR), conversion rates, bounce rates and measure revenue generated, ROI, and cost per conversion.
4. Prioritise Actionable Metrics
Choose metrics that provide actionable insights. For example, if you want to improve engagement, tracking likes and comments is useful because you can analyse what type of content drives interactions.
5. Use Platform-Specific Insights
Different platforms offer unique metrics and insights. Leverage these to understand platform-specific performance. For instance:
- Instagram: Track story engagement and saves.
- Twitter: Monitor retweets and mentions.
- Facebook: Measure reactions and shares.
6. Regularly Review and Adjust
Social media is dynamic, and so should be your metrics tracking. Regularly review your metrics to see what’s working and what’s not. Adjust your strategies based on these insights.
7. Use Analytics Tools
Utilise social media analytics tools to streamline tracking. Tools like Google Analytics, Hootsuite, Sprout Social, and platform-specific insights (e.g., Facebook Insights, Twitter Analytics) provide comprehensive data to inform your strategy.
8. Balance Quantitative and Qualitative Data
While quantitative metrics like likes and shares are easy to measure, don’t overlook qualitative data such as sentiment analysis. This helps understand the context behind the numbers and improves overall strategy.
9. Set KPIs and Monitor Progress
Define key performance indicators (KPIs) for each goal and regularly monitor your progress. KPIs help keep your efforts focused and measurable. For instance, if your goal is to increase engagement, your KPI might be to achieve a 5% engagement rate over three months.
10. Consider the Customer Journey
Track metrics that reflect the entire customer journey, from awareness to conversion and retention. This holistic approach ensures that all aspects of your social media efforts contribute to your broader business objectives.
Now Over to You!
Tracking the right social media metrics is key to improving your strategy and achieving your goals. By regularly reviewing your data and adjusting your approach, you can optimise engagement, reach, and conversions. Now, over to you! What metrics have you found most valuable for your social media success? Share your thoughts in the comments below!
