Success Metrics


Social Media

10 Social Media Metrics You Should Know About

Most of us use social media to stay connected with friends and family. We share photos of our sister’s new baby on Facebook and like food posts from our favourite restaurant's Instagram page. The culmination of our likes, comments and shares may not mean much to us, but to businesses, they provide valuable data to help guide marketing decisions.

But there is more to social media analytics than heart reacts and retweets — a broad range of metrics can enable you to improve your processes. We share 10 of the most important social media metrics to help you write data-driven OKRs.

10 examples of key social media metrics

Looking for inspiration? Here are 10 social media engagement metrics for your perusal.

1. Impressions

Impressions track the number of times your ad, post or profile has been seen. It counts multiple views from the same individual.

Why it matters

Impression tracking is important since it allows you to see how frequently — or infrequently — your content appears in your followers' feeds. Low impressions may signal you need to post engaging content more often on social media.

2. Engagement rate

Your social media engagement rate is the number of likes, comments, shares and other interactions your content receives relative to impressions.

Why it matters

Your engagement rate is important because it provides insight into which social posts work — and which don’t. When your brand's engagement rate is high, more people comment, like, share and mention your posts, helping improve your reach and build your reputation.

3. Conversion rate

Social media conversion rates reveal the percentage of people who have taken the desired action after seeing your ads or posts. Examples of conversions are purchases, subscriptions and downloads.

Why it matters

In social media marketing, your conversion rate shows how effectively your social content generates revenue. You'll know your social media campaign is successful if users take the action you want them to in the quantity you’ve predicted.

4. Audience growth rate

Your audience growth rate measures how much your following has grown in a specified period. To calculate growth, select a period and determine how many followers you received in that time, then divide that number by your total followers.

Why it matters

You can use your audience growth rate to understand the performance of each of your social media platforms. From here, you can adjust your strategy to boost your followers on slow-growth platforms.

5. Social return on investment (ROI)

Social return on investment (ROI) refers to the revenue your social media activities and expenses generate.

Why it matters

Measure social ROI to build and refine your social marketing strategy. ROI figures show you what's working — and what's not — so you can redirect resources and better plan for the future.

6. Social cost-per-click (CPC)

Social cost-per-click, or CPC, refers to the amount of money your business pays for each click on a social media ad.

Why it matters

Social CPC is a powerful tool for determining ROI and the effectiveness of your social media ads. If your CPC campaign isn’t delivering results for certain ad types or platforms, you can shift your budget to optimise your social media ad strategy.

7. Amplification rate

Your amplification rate is the average number of shares of your content. On Twitter, it’s the number of retweets per tweet; on Facebook, it’s your shares per post; on Pinterest, it’s your average repins.

Why it matters

Your amplification rate indicates the quality or appeal of your social media posts. A high amplification rate builds momentum and allows you to reach beyond your followers. It’s also good for brand awareness and lead generation.

8. Social share of voice (sSOV)

Social share of voice measures how many people are talking about your brand on social media compared to your competitors.

Why it matters

Monitoring your share of voice can help you figure out how visible your brand is. A greater sSOV usually leads to more sales and brand awareness, so keep an eye on it.

9. Social brand sentiment

Social brand sentiment measures how people feel about your brand, according to what they’re saying on social media. Regular reporting records public brand mentions as either positive or negative sentiment.

Why it matters

Brand sentiment is closely linked to reputation. A view of what people think about your company will guide future social media and wider strategies. This metric will also give you a heads-up if there’s a sudden spike in negative sentiment, allowing you to respond quickly.

10. Social click-through rate (CTR)

CTR is a metric used widely in marketing, and social media is no exception. CTR is determined by tracking how many people clicked your post’s call-to-action against how many people viewed it.

Why it matters

CTR is crucial in social media because it reveals whether your content is engaging and persuasive. A low CTR can indicate you’re doing something wrong in your social media strategy.

Tracking social media metrics with OKRs

Data-driven marketing and social media metrics go hand-in-hand. Metrics help social media marketers identify failing processes — and implement strategies to fix them. That’s where goal-setting methodologies like OKRs come in. 

OKRs help businesses set and achieve goals to grow. Here's a three-step guide to give you an idea of how they work.

  1. Objectives — Identify your quarterly goals.
  2. Key results — Describe success with 2-3 SMART statements.
  3. Initiatives — Develop tasks to measure the progress of key results.

Still confused? Here's more info on setting social media OKRs:

Achieve your social media goals with Tability

Introducing Tability — the OKRs software that’s easy enough for the whole team to use. With Tability, you can build empowered teams to achieve your goals — whether it's gaining more followers or generating more social media leads.

Take control of your objectives with Tability and start your free trial today.

Pair your

Social Media

Metrics with OKRs

Check out our OKRs for

Social Media

guide, and connect your favorite Success Metrics to objectives you can execute on.

Browse OKRs Examples →

Pair your Success Metrics to OKRs

Check outour OKRs Examples and connect your favorite Success Metrics to an objective you can execute on.

Browse OKRs Examples →


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