The Social Media Metrics that Matter

July 21, 2018


You've (hopefully) developed your brand image and set up some rockin' social media pages to represent your brand! Good work! Now it's time to talk about social media metrics.


What are social media metrics?


Social media metrics are the measurements of how your company is performing on various social media platforms. These metrics allow you to see how your posts are performing and how your pages are growing over time.


Why are social media metrics important?


Have you ever heard the question "if a tree falls in the forest and nobody is around, does it make a sound?" This saying applies to your social media marketing as well! You might be spending lots of time creating stunning visual content, but if nobody is seeing or interacting with your posts, then your time might be spent elsewhere.


Social media metrics allow you to measure your current success, set goals for future growth, measure your progress towards those goals, and optimize future campaign strategies.


What are the most important social media metrics to measure?


Here are the 8 most important social media metrics:




This is the number of users who chose to follow your page (or "liked" your page on Facebook).


Importance - Once someone chooses to follow your page, they are then able to view your future social media posts, so more followers should lead to more people seeing your content in their news feeds.





This is the number of times your social media post was viewed by various users. Impressions count each "view" individually, so the same user could account for multiple impressions.


Importance - You want people to see your social media posts, that's pretty much the whole point in creating them in the first place!




This is how many individual users viewed your social media post. Unlike impressions, reach doesn't count multiple views for each user, so your total reach will typically be less than your total impressions.


Importance - Similar to reach, it's valuable to measure how many people are viewing each post. You can compare different types of social media posts and see which strategies are working better than others, and then optimize future posts!




These are the total amount of times a user interacts with your post, which is made up of likes, shares (or retweets), and comments. 


Importance - Engagements show that your audience is genuinely interested in your content. Measuring your engagements is an excellent way to compare the performance of different types of content and set goals for future amounts of engagement.


Engagements also lead to increased reach, which is another reason why they're so valuable.


Post Likes


Represented by a heart on Twitter and Instagram, and a "thumbs-up" on Facebook, these are the most common type of social media engagement. 


Importance - When users "like" one of your posts, they are showing moderate interest in your content. Since liking a post takes only a second, post likes aren't as valuable as other types of engagement. (They still matter though!)



Post Shares


Known as shares on Facebook and retweets on Twitter, these represent when a user decides to share your content on their social media news feed.


Importance - When a user decides to share your content, that means they are so interested that they want their friends and family to see it as well. Shares require more commitment than post likes, so we consider them much more valuable.


Shares also lead to the highest increase in post reach out of any type of engagement, which is another reason why they're such a big deal.


Post Comments


Known as comments on Facebook and Instagram, and replies on Twitter, these are the measure of how many times people commented (who would have guessed?) on your social media post.


Importance - Comments are valuable because they are an indication of extreme interest in your content. Comments take much more time and effort than a like or share, and creating conversations is one of the key goals of social media marketing.


Engagement Rate


This is the percentage of users that interacted with your posts. There are two versions of the engagement rate formula: the simple method and the REAL method. Here are both formulas:


Simple Method



Real Method



Importance - No matter which formula you use, calculating your engagement rates is essential to optimizing your social media strategy. You should know which percentage of your fans/followers are actually interacting with your content, and then set goals for increasing your engagement rates with future content strategies!




Understanding the basic social media metrics are an essential first step in developing an effective content strategy. We encourage you to not only measure your social media performance but use your results to set goals and optimize future campaigns! 


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