What Social Media Metrics To Measure And How


Woohoo! Another follower on Twitter!

While this is a measurable achievement it doesn’t reflect your true accomplishments. In other words – you need to study much more about your social media presence.

Analytics are the path to success. You need to know certain things about your social media performance to be able to strategize your next moves.

Here are the top 5 analytics we think you should pay attention to

  1. Click Through Rate (CTR)

This measures the number of people who click through to your website once they’ve seen your post on social media.

CTR allows you the opportunity to test headlines, CTA (calls-to-action) through A/B – or split- testing. Twitter is a great space for split testing. You can try a headline out on one tweet and then change it up on another post. See which one performs better.

  1. Response Rate to Prospects And Customers

Social Media Managers are relevant and valuable to your business because more people are sending their customer inquiries via social media messaging rather than email. When a customer asks a question or needs help and has reached out to your business, it needs a response.

You need to track the rate of responses so you can have a grasp on the effectiveness of your customer service strategy. You can easily measure this by looking at the number of messages send and the issue resolution time.

  1. Engagement & Reach

These metrics go hand in hand, and are some of the most important social media metrics to measure to ensure you’re social media strategy is being executed properly. These areas measure how many people your content reaches, how many people see it, and most importantly, how many people interact with it.

  • Engagement: Engagement covers the details of when you’re content/posts have been interacted with. This includes everything clicking into the post, link clicks, retweets, likes, mentions, and replies. The higher the engagement of your posts, the more interested people are, which is why it is so important to be on top of this measure. Start looking at your content and analyzing what’s attracting the most traffic and engagements. Some of the easiest analytic tools are built into some of the most popular platforms themselves; check out Twitter Analytics and Facebook Insights to start looking at how your posts are doing. 

  • Reach: Reach helps measure how far your content is spreading. This metric can help you understand the context of your content and big the audience actually is that has the ability to view your posts. Reach becomes a very important tool once you combine it with the engagement metric. Take whatever engagement number of likes, retweets, or link clicks and divide it by the amount reached to get an engagement percentage. This lets you see how far, and how many people your posts reach and how many people interact with them. 
  1. Audience Size and Profile

You are continuously building your audience which without paid advertising, grows slow and steady. Adding a paid campaign for audience growth will help you measure if your resources are going in the right direction. You can also compare the growth rate of your audience to your competitors. The profile of your audience reflects if you have the right people following you. If your target market is middle aged women who are CEOs, how many are actually following you. It’s important.

  1. Applause Rate

This measures the average favourites or likes that your posts get on social media. It’s easy to monitor but difficult to know where spikes occurred or what caused them. Let’s say you have a lot of likes on one post over others. Examine that post and see why it got so much attention. Can you repeat it? Does it have a certain format people enjoyed? Explore and dig deep for the underlying reason and then repeat.

We know that measuring analytics is key to all marketing and performance reviews. By collecting relevant data you can set better goals and strategies for your social media campaigns.

So with all of these analytics to measure your statistics – what tools are the best for this job?

  1. Buffer

Buffer schedules your posts for later. They share your content at the best times so your followers and fans will see your updates often.

  1. SumAll

SumAll connects all your key online marketing and e-commerce date into one chart or report. It offers real-time data monitoring, goal tracking and trendlines.

  1. Keyhole

Keyhole has a real-time dashboard showing the number of people posting your hashtag along with like, impressions and retweets that your campaign is generating.

  1. Brandwatch

Brandwatch is a flexible tool allowing you to undertake a deep social media analysis that can really help you make the best business and marketing decisions.

  1. Quintly

Competitive benchmarking, centralized analytics, smart reporting, just to name a few features of Quintly. It comes with a standard dashboard that can be customized to suit your needs.

There are lots of tools to measure your social media strategy and outcomes, so take the time to find the right one that works for you.

Here is the top 25 Social Media Analytic Tracking Tools:


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