Social media metrics help you observe each element of your social media efficiency. That is nice for honing your technique, however it could possibly additionally result in info overload as a result of there are such a lot of metrics and graphs to select from.
To assist slim down your social media reporting to a very powerful information, we’ve chosen the highest 21 social media metrics you want to observe to grasp your social success and the place you possibly can enhance.
Comply with alongside to be taught extra about the important thing metrics you want to observe for your small business.
Bonus: Get a free social media report template to simply and successfully current your social media efficiency to key stakeholders.
Social media metrics are information factors that measure how nicely your social media technique is performing—and assist you to perceive how one can enhance.
They’re like scorecards for your on-line posts and interactions, exhibiting how many individuals noticed, appreciated, shared, or commented in your content material. Social media metrics additionally reveal how a lot effort and cash you’re spending and the way a lot you’re getting in return.
This isn’t about vainness (or vainness metrics). Social media strategic planning and evaluation require monitoring metrics to grasp your small business’s social media exercise.
With out metrics, you possibly can’t create an knowledgeable technique. You can’t tie your social media efforts to actual enterprise targets or show your success. And you’ll’t spot downward tendencies that may require a change in technique.
Nonetheless stumped? Hold studying for a whole listing of the varieties of social media metrics to trace in 2024.
We’ve damaged down the 21 key social media metrics you want to regulate into six completely different classes to assist hold you organized. Comply with alongside to get a greater understanding of every metric and find out how to observe it.
Engagement metrics
Social media engagement metrics present how usually individuals work together together with your content material. These are useful metrics to trace for a few causes.
First, engagement reveals that your viewers is sufficient in the content material you publish to take some type of social motion.
Second, engagement sends highly effective alerts to the social media algorithms, which may help increase your attain.
1. Engagement price
Engagement price measures the variety of engagements (likes, feedback and shares—every of which we’ll be explaining in extra element beneath) your content material will get as a share of your viewers.
The way you outline “audience” could range. You would possibly wish to calculate engagement relative to your variety of followers. However do not forget that not all of your followers will see every publish. Plus, you would possibly get engagement from individuals who don’t (but) comply with you.
There are a number of methods to calculate engagement. So many, in reality, that we devoted a complete weblog publish to the various methods to measure engagement price.
One of the widespread methods is so as to add your whole likes, feedback, shares, and saves, and divide the overall by your variety of followers. Then multiply by 100 to get a share.
You may also use our free engagement price calculator to measure your engagement price by publish, account, or marketing campaign.
Be aware: In the event you’re calculating your account’s whole engagement, embody details about all of your posts (e.g., whole variety of posts printed, whole variety of likes, and so forth). In the event you’re calculating the engagement price of a particular advertising and marketing marketing campaign, solely embody the small print of the posts that had been a part of the marketing campaign.
Psstt: Take a look at some common engagement charges for varied industries and platforms to see if yours are on observe.
2. Likes and reactions
Your likes discuss with how many individuals have bodily “liked” or “reacted to” certainly one of your posts. Whereas many individuals think about this as extra of a conceit metric, it nonetheless performs a giant half in your engagement price.
Particularly as extra platforms (like Fb and LinkedIn) introduce reactions, this metric will even assist you to gauge precise sentiment about every publish. Are individuals laughing? Do they help your social media content material?
Alternatively, you possibly can have a look at the quantity as a complete to get an thought of how many individuals thought your publish resonated nicely sufficient with them to take an motion whereas they scrolled, irrespective of how minor.
In the event you’re monitoring your likes, you might merely wish to hold a counter going to look at these engagement metrics develop. For instance, have a look at what number of likes your content material will get every week and/or month to ensure it’s rising.
3. Feedback
One other nice measure of engagement is the variety of feedback you obtain on every of your posts. A like or response is a straightforward, simple motion to take—however leaving a remark means your viewers truly has one thing to say.
Trish Riswick, Social Media Supervisor at Hootsuite, shares this sentiment: “The comment section is filled with inspiration and feedback, but it’s also a great metric to track as it demonstrates the effectiveness of your posts and the increase in love from your followers.”
That is one other metric you could observe so you may make positive your remark part is rising over time. As your viewers grows and turns into extra invested in your model, your remark rely ought to develop, too.
4. Shares
That is the most important indicator of how a lot your viewers likes your content material—their curiosity in sharing it on their very own pages in order that their buddies, household, and followers can see it.
Riswick explains, “In our 2024 Consumer Report, we found out a lot about why people share content on social. The biggest reason (44%) is because people agreed with the post. 29% of respondents said they shared something because they found it informative. While 24% said it was because a post was inspirational.”
Nonetheless, Riswick notes that “whatever way you cut it, sharing a piece of content is an emotional response and a testament to how well your content landed.”
Hold observe of what number of shares your content material will get over a sure time interval to ensure it’s rising. In the event you ever see a drop in shares, return to see what kind(s) of content material obtain essentially the most shares, and create extra of that content material.
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Attain metrics
Attain or social media model consciousness metrics present how many individuals see your content material and the way a lot consideration your model will get on social media. These are vital social media metrics to concentrate to as they assist you to get an thought of how giant your on-line viewers is.
5. Attain
Attain is solely the quantity of people that see your content material. It’s a good suggestion to watch your common attain, in addition to the attain of every particular person publish, story, or video. You may also measure the general attain of your account.
A useful subset of this metric is to have a look at what share of your attain is made up of followers vs. non-followers. If a number of non-followers are seeing your content material, which means it’s being shared or doing nicely in the algorithms, or each.
6. Impressions
Impressions point out the variety of instances individuals noticed your content material. You can measure impressions by publish, in addition to the general variety of impressions in your social media profile.
Impressions may be increased than attain as a result of the identical individual would possibly have a look at your content material greater than as soon as.
An particularly excessive degree of impressions in comparison with attain means individuals are taking a look at a publish a number of instances. Do some digging to see in the event you can perceive why it’s so sticky.
7. Social share of voice (SSoV)
Social share of voice measures how many individuals are speaking about your model on social media in comparison with your rivals. How a lot of the social dialog in your trade is all about you?
Mentions may be both:
Direct (tagged—e.g., “@Hootsuite”)
Oblique (untagged—e.g., “hootsuite”)
Primarily, SSoV is sort of a aggressive evaluation: how seen—and due to this fact related—is your model in the market?
Undecided the place to begin? Hootsuite’s versatile social media administration and listening instrument may help with that.
Listening Fundamentals permits you to use monitor conversations, SSoV, key phrases, mentions, and hashtags, taking the guesswork out of your advertising and marketing.
Nonetheless, if you wish to go the guide method: add up each point out of your model on social media throughout all networks. Do the identical for your rivals. Add each units of mentions collectively to get a complete variety of mentions for your trade. Divide your model mentions by the trade whole, then multiply by 100 to get your SSoV as a share.
Conversion metrics
Conversion pertains to transactional actions, comparable to making a purchase order or clicking by means of to your web site from an advert or social media publish.
Whereas conversion is commonly used in promoting, with the ability to discover these measurements organically is simply as vital.
8. Conversion price
Conversion price measures how usually your social content material leadsto a conversion occasion like a subscription, obtain, or sale. This is likely one of the most vital social media advertising and marketing metrics as a result of it reveals the worth of your social media campaigns (natural and paid) in feeding your funnel.
UTM parameters are the important thing to creating your social conversions trackable. Find out how they work in our weblog publish on utilizing UTM parameters to trace social success.
When you’ve added your UTMs, calculate conversion price by: dividing the variety of conversions by the variety of clicks.
9. Click on-through-rate (CTR)
Click on-through price, or CTR, signifies how usually individuals click on a hyperlink in certainly one of your posts to entry extra content material. That might be something from a weblog publish to your on-line retailer.
CTR offers you a way of how many individuals noticed your social content material and needed to know extra. It’s a very good indicator of how nicely several types of content material promote your model on social media.
To calculate CTR: divide the overall variety of clicks for a publish by the overall variety of impressions. Multiply by 100 to get your CTR as a share.
10. Value-per-click (CPC)
Value-per-click, or CPC, is the quantity you pay per particular person click on on a social advert.
Realizing a buyer’s lifetime worth for your small business and even the common order worth will assist you to put this quantity in an vital context.
The next buyer lifetime worth mixed with a excessive conversion price means you possibly can afford to spend extra per click on to draw guests to your web site in the primary place.
You don’t must calculate CPC: You can discover it in the analytics for the social community the place you’re working your advert. Nonetheless, the components continues to be simple sufficient: divide your promoting price by the overall variety of clicks.
11. Value per thousand impressions (CPM)
Value per thousand impressions, or CPM, is strictly what it seems like. It’s the associated fee you pay for each thousand impressions of your social media advert.
CPM is all about views, not actions.
Once more, there’s nothing to calculate right here—simply import the info out of your social community’s analytics.
Viewers metrics
These metrics assist you to higher perceive your viewers—who it’s, how giant it’s, and so forth. That is vital for bettering your messaging and dealing on development.
12. Follower rely
What number of followers you’ve got throughout every of your social media channels is one other nice metric to regulate to make sure your presence is rising healthily.
Riswick says, “What was once thought as a vanity metric was proven by our team this year to be very important. We found that 70% of people who follow a brand on social have explicit plans to make a purchase from them soon or in the future. Out of all the metrics, follower growth is also just a nice and quick way to see how your social media efforts are working.”
13. Follower development
Your follower development measures what number of new followers your model will get on social media inside a sure period of time.
It’s not a easy rely of your new followers. As an alternative, it measures your new followers as a share of your whole viewers. So, if you’re simply beginning out, getting 10 or 100 new followers in a month may give you a excessive development price.
However after getting a bigger viewers, you want extra new followers to take care of that momentum.
To calculate your follower or viewers development price: observe your web new followers (on every social media platform) over a reporting interval. Then divide that quantity by your whole viewers (on every platform) and multiply by 100 to get your viewers development price share.
14. Social media sentiment
Social media sentiment tracks the sentiments and attitudes behind the dialog. When individuals speak about you on-line, are they saying optimistic or damaging issues?
Calculating social sentiment requires some assist from a social media metrics instrument that may course of and categorize language and context. We’ve acquired a complete publish on find out how to measure sentiment successfully.
15. Demographics
Viewers demographics let you know particulars about who your followers are. Issues like their primary make-up—gender identification, age, location—and a few of their on-line habits—just like the time frames they’re on-line—may be discovered inside your social media analytics.
Bear in mind this as it could possibly assist inform your technique, discover the best instances to publish, and direct your advertising and marketing messaging.
Video efficiency metrics
Posting video content material on YouTube and different social media channels? You’ll want to concentrate to those video-specific KPIs.
16. View rely
Every social community determines what counts as a “view” slightly in another way, however often, even a couple of seconds of watch time counts as a “view.”
In order that you understand precisely what to trace, on the principle video platforms, a video is counted when somebody watches:
YouTube: No less than 30 seconds
Fb: No less than 3 seconds
Instagram: No less than 3 seconds
TikTok: As quickly as your video begins enjoying
So, your video view rely is an efficient at-a-glance indicator of how many individuals have at the very least began watching your video.
17. Video completion price
Video views are nice, however as we talked about, they solely let you understand that somebody began to look at your video. So, how usually do individuals truly watch your movies during to the top? Video completion price is an efficient indicator that you just’re creating high quality content material that connects together with your viewers.
Video completion price can be a key sign to many social media algorithms, so it is a good one to deal with bettering.
18. Watch time
Your watch time refers back to the whole time that viewers spend watching your video content material. It’s an vital metric showcasing how attention-grabbing your movies are to your viewers, and an amazing metric to trace to make sure development.
Customer support metrics
Lastly, we have now a couple of metrics that concentrate on how your prospects really feel about your model and its customer support.
19. Common response time
Response time is a metric that measures how lengthy it takes for your customer support group to reply to queries that come in by means of social channels. Consider it because the social media equal of time spent on maintain.
Utilizing AI customer support bots can considerably scale back response time for many easy requests.
In the event you’re utilizing a social customer support instrument like Hootsuite Inbox, you possibly can add response time on to your analytics report.
In any other case, you possibly can calculate it manually by: including up the overall time taken for an preliminary response to buyer queries and dividing it by the variety of queries.
20. Buyer satisfaction (CSAT) rating
After all, customer support metrics usually are not nearly response instances and response charges. CSAT (buyer satisfaction rating), is a metric that measures how completely satisfied individuals are together with your services or products.
Often, the CSAT rating relies on one, simple query: How would you price your total degree of satisfaction? On this case, it’s used to measure the extent of satisfaction together with your social customer support.
It’s why so many manufacturers ask you to price your expertise with a customer support agent after it’s over. And that’s precisely how one can measure it, too.
Create a one-question survey asking your prospects to price their satisfaction together with your customer support and ship it through the identical social channel used for the service interplay. It is a nice use for bots.
The components: Add up all of the scores and divide the sum by the variety of responses. Then multiply by 100 to get your CSAT rating as a share.
21. Web promoter rating (NPS)
Web promoter rating, or NPS, is a metric that measures buyer loyalty.
Not like CSAT, NPS is nice at predicting future buyer relationships. It’s based mostly on one—and just one—particularly phrased query: How possible would you advocate our [company/product/service] to a pal?
Clients are requested to reply on a scale of zero to 10. Primarily based on their response, every buyer is grouped into certainly one of three classes:
Detractors: 0–6 rating vary
Passives: 7–8 rating vary
Promoters: 9–10 rating vary
NPS is exclusive in that it measures buyer satisfaction in addition to the potential for future gross sales, making it a useful go-to metric for organizations of all sizes.
To calculate NPS: subtract the variety of promoters from the variety of detractors.
Divide the end result by the overall variety of respondents and multiply by 100 to get your NPS.
Psstt: For extra particulars, take a look at our publish that dives deep into customer support metrics.
Are you seeking to set up all of your social media metrics so to simply create reviews for your group? We’ve acquired 4 instrument choices for you to attempt.
A social media report template
First, in the event you’re a spreadsheet lover, why not simply personal it? There’s nothing improper with utilizing a primary spreadsheet and social media report template to manually observe your stats and autofill formulation you’ve arrange.
With your individual monitoring instrument, you’ll wish to embody issues like:
Every metric you select to trace
Every particular person platform you’re monitoring
Graphs that assist visualize development
You can then pull your graphs and information out of your spreadsheet right into a documented report you could share together with your group.
To be taught much more, watch our video beneath:
Hootsuite
In the event you choose a extra automated model that’s in the cloud fairly than in a doc you created, Hootsuite’s social media dashboard is one other unbelievable instrument for monitoring your social media metrics and compiling them right into a digestible report.
Right here’s find out how to use Hootsuite Analytics to arrange a social media metrics dashboard that calculates and measures your metrics for you.
Log into your Hootsuite dashboard and head to the Analytics tab.
Click on New Report. Scroll by means of the assorted reporting choices and templates to create a customized report template based mostly on the metrics you possibly can most about. Be aware that after you add these metrics to your social media metrics dashboard, you don’t want to recollect the formulation anymore as a result of Hootsuite will calculate them for you.
Head to the Benchmarking part on Analytics and click on Aggressive Evaluation. Select your social profiles and add rivals to match your efficiency to the competitors.
Additionally underneath the Benchmarking part, click on on Business, then select your trade to benchmark your efficiency in opposition to your trade as a complete. That is the instrument we used to assemble the benchmarks listed all through this publish.
Track your social media customer support metrics utilizing the Staff Exercise tab.
Take a look at this video that runs by means of a few of the most vital methods you should utilize the metrics in this publish—and in your Hootsuite Analytics dashboard—to reply actual business-oriented questions associated to your social media efficiency.
Talkwalker
Talkwalker is a shopper intelligence platform that has its personal Hootsuite app so to use it together with your Hootsuite account.
With the instrument, you get superior social listening options so to monitor your model mentions and sentiment throughout quite a few on-line platforms and publications.
This may be vastly useful for each your viewers and customer support metrics. Be sure you have a finger on buyer sentiment so that you all the time know the way your model is being perceived.
Meta Enterprise Suite
Lastly, the Meta Enterprise Suite is an efficient possibility for smaller companies that may not but have the price range to make the most of third-party software program. If in case you have a presence on platforms like Fb and Instagram, Meta Enterprise Suite is the proper analytics answer.
Join your Fb Web page and Instagram enterprise account to make use of the singular Meta dashboard to entry your analytics, messages, and extra.
So why is it vital to watch your social media metrics? Why do they matter? Effectively, it’s as a result of understanding your total efficiency is vital to bettering your social media advertising and marketing technique.
This implies you possibly can develop your on-line presence quicker, improve your social media ROI, and, after all, make your bosses completely satisfied, too. And who doesn’t need that?
By listening to your social media metrics, you possibly can pinpoint precisely what content material varieties and matters your viewers is most in. In spite of everything, these may have a better attain and extra engagement than posts that don’t fairly hit the mark.
You may also use your metrics to determine tendencies and patterns. Is there a sure services or products that tends to get extra consideration on-line than others? Not solely can you’re employed to advertise that services or products extra usually, however you additionally could think about providing comparable new choices as a result of clearly, what you’re already doing is well-liked.
And at last, your metrics assist you to higher perceive your viewers and what they like. Take note of your feedback, learn and reply, watch for well-liked content material, and analyze on-line model mentions.
And apply every thing that you just be taught to your present social media technique. A method is a dwelling doc, all the time altering based mostly on one factor: your analytics. For this reason figuring out which social media metrics to trace is such an vital job.
Save time managing your social media presence with Hootsuite. Publish and schedule posts, discover related conversions, interact your viewers, measure outcomes, and extra — all from one dashboard. Strive it free as we speak.
All of your social media analytics in one place. Use Hootsuite to see what’s working and the place to enhance efficiency.
