What Are Key Performance Indicators For Social Media?

Despite the fact that vanity metrics like likes and retweets look great on reports, it’s important to understand from a more holistic perspective which metrics truly drive client success. These KPIs are what marketing agencies should focus on tracking and leveraging.

Whether it’s new followers or cost per lead, these metrics will show you how to keep your clients happy and loyal.

Engagement Rate

The engagement rate is a social media KPI that measures the average number of likes, comments and shares on a post. It can be a helpful way to compare your social content against competitors, but it is best used in conjunction with other metrics, such as reach and impressions.

Reach measures the potential unique audience exposed to a specific piece of content or ad on a social network. It can vary from platform to platform. Impressions, on the other hand, measure the actual number of times that a post or ad has been seen.

When a post gets lots of engagement, this tells the algorithm that it is interesting, and it will show it to more people in their timelines. It’s a positive feedback loop that can be difficult to achieve without a strong and diverse content strategy.


The reach of a social media post describes the number of unique users who have seen that particular piece of content. It can be used to track brand awareness or to determine whether your content is effective at driving engagement.

A social media reach metric also includes mentions, which are instances of someone mentioning your product or brand without tagging it. You can also use this metric to gauge the strength of your hashtag campaigns and identify new opportunities for growth.

While likes, shares, and comments are a good indicator of success, it’s important to look at other metrics as well. Achieving a high reach is one of the most effective ways to drive engagement and conversions. It’s also a way to measure your return on investment.


Impressions are a social media metric that measures the visibility of your post. It is an important metric for brand awareness. However, it is important to avoid focusing on vanity metrics that do not signify ROI, such as likes, shares and comments.

Reach and impressions are similar metrics, but reach is more valuable for paid content because it tracks the number of unique people who see your content, while impressions are simply how many times your content was displayed (even if someone saw it more than once). A high number of impressions can mean that people are seeing your posts multiple times. This can be a positive sign that your content is relevant and engaging. But it can also be a bad thing if your content isn’t converting.


Retweets and shares are an important metric for social media marketers because they provide an indication of how often your client’s content is being shared. In addition, they help you know if your social media strategies are generating new leads and boosting brand loyalty.

The best way to track these metrics is to isolate the ones that are most relevant to your business goals. Too many KPIs can lead to noisy data that isn’t useful to your business. Instead, focus on the top 2-3 metrics that are most critical to your marketing objectives. This will give you the most accurate picture of your campaign’s success. Using the right KPIs will allow you to make smart decisions about your budget and strategy. It will also allow you to demonstrate the value of your social media efforts to senior leadership.


Likes (also known as post likes) are a key engagement metric that shows the level of content that resonates with social media audiences. A high number of likes indicates that a post is popular among the audience, which can be helpful for future marketing efforts.

The like button is found on most social media platforms, including Facebook, Twitter, Instagram, YouTube and Reddit. It is a positive feedback option that can be used on posts, photos and videos.

KPIs, or key performance indicators, are quantifiable metrics that determine progress towards a valuable business goal. Marketing agencies use social media KPIs to evaluate the health of their client’s campaigns and optimize them for success. A good marketing agency will be able to identify, track and analyze these metrics to ensure that they are meeting their client’s business goals.

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