The 5 Most Important Social Media Metrics

What are the most important social media metrics you need to measure in order to analyze the success of your social media marketing?

There is plenty that we can measure when it comes to our social media marketing efforts. It is crucial to know what the most important social media metrics are when measuring the success of your campaigns.

While there are a lot of important social media metrics, there are five listed below that are not only the most pertinent, but the most widely applicable. Every one of these metrics can be measured on every network, regardless of campaign you are running.

Campaign Reach

You want to know how many eyes landed on your content. If a tweet falls in the social media forest and there is no one around to hear it, does it still have an impact? Monitoring how far your content reaches is going to be important for a few reasons (some of which are discussed below). First, you want to know what types of content resonate with your audience. Second, you should be paying attention to the audience with whom it resonates.

The concept of Responsive Branding is geared towards monitoring your most active demographics and creating campaigns that appeal to them. Keeping an eye on your campaign’s reach – either using free insights on your network, effective tools or Google Analytics – is going to be key to doing that.

Click-Through Rate (CTR)

Links are among the most popular bits of content we share. We want to know that people are clicking on them and where we are seeing the most clicks.

Use a link shortening service, like Hootsuite or Bitly in order to monitor the click-throughs on your content. The great thing about these shorteners is that every click is recorded, and you can see trends, where clicks are originating from and modify your strategies accordingly. Knowing where and when people are clicking makes it a lot easier to cut out the unnecessary parts of your program. (I refer you, again, to the ‘tweet falling in a forest’ metaphor above.)

Content Engagement

This is more about optimizing your content strategy and less about the popular yet somewhat vague notion of measuring ‘engagement’. After all, we hear about monitoring and measuring your engagement rates all the time, but what does that really mean? What is a ‘good’ engagement rate? Generalizing the concept will mean some brands, that are doing an excellent job at achieving their own goals, are deemed to be failing when it comes to engagement. Monitoring your engagement on social platforms has much more to do with your content strategy than anything else.

Of course, you are going to want to engage with your audience on every one of your channels. People are talking and you should be talking back. But more important than that, you should be listening. Listen to both what they are saying and why. Why are they sharing their input on one piece of content over another? Why does one video have double the views as your others? Look at engagement as a guide in optimizing your content strategy and it will be a much more valuable metric.

Social Conversion

This is where we start to focus on some of more important social media metrics for economic returns. When people are clicking through to the landing page of your links on social channels, are they converting? What networks are driving the most conversion?

By setting up goals (funnels) in Google Analytics or installing Conversion Tracking on a network like Facebook, you will be able to see exactly where people are coming from, where they are going and what they are doing when they get to your website. Ultimately, the idea is to ensure that people convert in some way or another. This can be by downloading a white paper, registering for an event, signing up on the newsletter, or making a purchase. The important thing is that you want to see what actions are being taken in order to eliminate the waste from your social media program and, once again, optimize your strategy in order to only promote the most successful content and links to the channels that drive the highest returns.

Brand Perception

What is being said about your brand on social media? Reputation management is a crucial part of your overall social marketing strategy. People are talking all over the world. They might be talking to your brand or simply talking about your brand, but you want to have your ear to the (social) ground in order to know what they are saying and how your brand is being perceived.

You can use tools like Mention or Radian6, or simply monitor your brand mentions on Twitter. The idea, however, is to know what people are saying in order to avoid a misperception about your brand leading to your downfall.

There are a lot of important social media metrics, but these five need to be top of mind whenever you are putting together a campaign. They are going to tell you what is working and help you optimize your campaigns in order to not only drive brand awareness, but increase sales and perceived reputation of your brand by your fans.

What are some other important social media metrics? Tell us in the comments below or on Twitter!