Social Media KPIs is a great way to measure how well your social media platforms are performing. It also allows you to measure the strength of your social media strategy and if you are reaching your goals. There are many social media categories such as Customer Engagement, Brand Awareness, Brand Loyalty, Conversion, and much more you can measure. There are also many metrics within each of these categories you can track. One metric is not more important than the other when it comes to analyzing your business through social media. However, here are five social media KPIs you should be looking at.
1. Social Media Impressions: Social Media Impressions fall under the Brand Awareness category. It shows the total number of times the content from your social media page was displayed. A great example is running a paid ad campaign on your social platform and knowing how many people saw the ad. The benefit of this metric is that it gives you insights into your ad spend. A great metric to track when reviewing your marketing budget. However, according to Hubspot, “It’s also worth noting that each social media platform measures impressions differently. For example, on Twitter, each user that sees a tweet is considered an impression. On Facebook, each time a paid ad is seen on screen, it is considered an impression. Instagram counts an impression each time a user views a piece of content…” Also, keep in mind that social media impressions don’t mean how many people actually clicked on the ad. This leads to the next KPI metric called Click through Rate (CTR).
2. Click Through Rate (CTR): Click through Rate measures the percentage of people who saw your content and clicked on the Call to Action. This metric falls under the conversion category and gives insights into whether your social media content grabs your audience’s attention and inspired them to engage with it.
3. Engagement Rate: Having a large following audience is great, but only when your audience is engaging with your content. Engagement Rate measures the total amount of likes, shares, and comments to the size of your audience. This metric, of course, falls under the engagement category and is one of the most important metrics to see how valuable your content is to your audience. According to dashthis.com, “The more users interact with your posts or page, the more likely you’ll gain their trust, loyalty, and sales down the road.”
4. Net Promoter Score: NPS measures customer loyalty and how likely your customers will recommend your business to family and friends. According to blog.hubspot.com, “There are three categories that go into tracking NPS. When you ask customers to rate your business 1-10, scorers that answer 9-10 are “Promoters.” “Passives” score 7-8, and “Detractors” are 0-6.”
5. Share of Voice: Lastly, Share of Voice measures how often your brand is mentioned compared to your competitors. It’s a great metric to show how you are measuring up to your competitors and can be tracked using many social media management tools.
These 5 KPI metrics are a great way to measure how well your social media is performing. They are not the only metrics you should focus on, but they are important to track. It allows you to measure if you’re successfully reaching your business goals through social media.