Social Media Metrics to track

Once you set your social media strategy, it is time to track it's success to see how it is performing. This is where metrics help you. Even though you can track every detail, it depends on your goals which metrics will be important to track for your business. We will talk more in detail about the most important ones to help you understand how they work.

Reach shows the number of people who see your content. This will help you understand better what percantage of reach comes from your followers and what from non-followers. It is better to have higher percantage of non-followers that your content reached. This means that your content was well created or/and you are doing well on algorithms.

Impression shows you the number of times people saw your content. This number might be higher than reach because one person might look into your content more than once. If you notice a significant difference between reach and impression number, where number of impressions is much higher, this means that people are looking your content more than once which is positive. So you want to pay more attention to analyzie why is this so.

CTR (Click - through rate) shows how often people click on your post to access aditional content. This depends on what your additional content is. For example, if you have a web store you want to get as much people click on the web link you shared in your social media post. This helps you understand how well your content is created in sense that motivates people want to know more.

This is how you calculate CTR:

Number of total clicks / Number of total impressions X 100 = CTR %

Social share of voice is the metric that shows how many people are talking about your brand compared to your competitors. It can be direct (when your brand is tagged) and indirect (when your brand is not tagged but mentioned).

This is how you calculate it:

Brand mentions/Total mentions (your + competitor mentions) X 100 =SSoV %

If you want to know how loyal your customers are to your brand, Net Promoter Score is the metric you want to track. It can help you predict future customer relationship which can be more than helpful for your business. To calculate it you have to subtract the number of promoters from the number of detractors. After that you divide the result by the total number of respondents and multiply by 100.

To get the number of promoters you have to ask your audience one simple question:

How likely you are to recommend our brand/produc/service to a friend?

When you pay for social media ad, it is important to know how much you pay when someone clicks on the ad. This is why you have to realize that, for ad to be more successful, it is important that relevant audience clicks on it and not just anyone. This means that when someone clicks, if it is your potential customer it is more likely to stay on your page longer and do other desirable actions (follow/check web site/ buy product/ contact you).

Cost-Per-Click (CPC) can be easily found in analytics so you don't have to calculate it by yourself.