Social media is all the buzz nowadays, and if you aren't tracking your efforts,\nyou may be missing out. With over 57% of the world's population on social media\n[https://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/]\n, it's important that you are staying consistent with your social media efforts\nand doing everything in your power to track your campaigns. You can do so by\nanalyzing your key performance indicators (or KPIs). By keeping tabs on your\nKPIs, you can seamlessly track what's working and well and what's not. This can\nlead you to create better content in the future that will lead you closer and\ncloser to your business goals!\n\nSo, what exactly should you be measuring? To help you navigate the social media\nmetrics world, we've put together a list of the social media KPIs you need to be\nmeasuring (especially if you aren't already). Let’s dive into.\n\nShare of voice\nShare of Voice [https://www.searchenginejournal.com/share-of-voice/359752/] is a\nmetric that shows how popular your social media presence is compared to the\ncompetition. This metric is arguably one of the most important metrics to\nmeasure because it will give you further details on why other brands may be more\npopular than yours. Share of Voice can also help you with brand management,\ncampaign tracking, consumer insights, and public relations.\n\nReach\nTotal reach tells you how many unique people you've reached with your posts in a\ngiven period of time. It's a great way to see if your audience has grown or\ndeclined.\n\nSomething to take note of is the fact that your total reach will fluctuate on a\ndaily, weekly, and monthly basis depending on the type of content you post and\nwhen you post it.\n\nWhile reach doesn't take into account how many of those people actually interact\nwith your content, it's a great way to measure the size of your audience and see\nhow it changes over time. For example, if you're posting between 2-4 AM and only\n30 people see your content, that means there's a problem with the timing of your\nposts. You may want to take a look at your analytics in the backend to choose a\nmore optimal time to post on social media for your target audience.\n\nHere is the formula to follow in order to capture total reach:\n\n> Reach = (unique pageviews/valuable impressions) x 100%\nEngagement rate\nFor any brand or business, social media is where conversations and engagement\ntake place. It's a great place to listen to what your audience is saying about\nyou and your products — as well as engage with them.\n\nSo, what is engagement rate? Engagement rate is the number of times you receive\nlikes, retweets, comments, and mentions divided by total reach. Engagement rate\nreveals how much engagement each post receives in relation to your overall\nreach.\n\nFor example, let's say you publish a blog post on Facebook that gets 100\nimpressions (people who see it in their feed). Out of those 100 people, 45 like\nit, 5 comment on it, and 2 share it on their feed. That means that out of the\ntotal reach of 100 people, 52% engaged with your post (45 likes, 5 comments, 2\nshares), which translates into an engagement rate of 52%. Not too shabby!\n\nHere is the breakdown of the formula:\n\n> Engagement rate: (amount of engagement/total reach) x 100%\nNumber of followers\nThe number of followers you have is what we marketers like to call a "vanity\nmetric [https://www.tableau.com/learn/articles/vanity-metrics]" (or a metric\nthat looks good on paper but may not be the best indicator of your social\nmedia’s health). Your number of followers will populate at the top of your\nsocial media account page to show you how many people are following along with\nyour content.\n\nAlthough follower count is a vanity metric, you shouldn't ignore your follower\ncount completely. There are still some good reasons to keep watch over your\nfollowers. For instance, having a following can contribute to an increase in\nbrand awareness and overall sales. You can also analyze your current following\nto compile essential demographic and psychographic information to make better\ncontent to delight your existing follower base for the future.\n\nShares\nHave you ever heard of the phrase "sharing is caring"? Well, it really is in the\nworld of marketing. Every time someone on social media shares your content,\nsocial media algorithms recognize that share. The algorithm then will\ncontinually showcase your content to more and more people online!\n\nPro tip: Shares can also be an indicator to help you decide what kind of content\nyour audience enjoys the most. You can then tweak that specific piece of content\nto make more social media posts like it!\n\nImpressions\nAnother KPI to track is impressions. Although impressions don’t always translate\nto direct sales, impressions are still important to look at nonetheless.\nImpressions are the number of times your post was shown to users. Impressions do\nnot take into account whether the user engaged with the post, but it will show\nyou if the algorithm is starting to showcase your posts more or not. The higher\nyour impressions, the more likely your content will be shown to a person who may\nhave never heard of your brand before. You can view your impressions in free\ntools like Google Analytics [https://analytics.withgoogle.com] to help you get a\nholistic view of your campaigns.\n\nClick-through rate\nClick-through rate (or CTR) is where the money is — quite literally.\nClick-through rate refers to the number of times a post has been clicked on in\ncomparison to the total number of people who have seen that specific post. \n\nThe goal of your social media campaigns should always lead a user back to a\ncertain action like purchasing from a link in your bio, clicking on your landing\npage, showcasing your brand, or educating viewers on your products or services.\nThe higher your CTR, the more likely that specific user is considering\npurchasing from your company.\n\nWatch time\nAs the name sounds, watch time is a key performance indicator (KPI) for social\nmedia that measures the average amount of time an audience member spends\nwatching your content. The total watch time on your social media channels can be\na great way to assess the effectiveness of your video marketing strategy and\nanalyze the success of individual videos.\n\nPro tip: The longer your videos keep people engaged, the more views and shares\nthey are likely to generate.\n\nCost-per-click\nCost-per-click (CPC) is an important metric to measure if you are running\nadvertisements on social media platforms. In short, CPC is the amount you pay\nevery time someone clicks on an ad. If you're using TikTok Ads or Facebook Ads,\nyour CPC would be the amount that it costs you every time someone clicks on that\nspecific social ad. The goal of your social media managers would be to lower\nyour CPC while ensuring that your ads are driving revenue.\n\nLikes\nIt's not new news to anyone that social media is a major part of many marketing\nstrategies. It's not enough to just build a Facebook page and wait for customers\nto come knocking; you have to closely monitor your social media channels to see\nwhat content resonates with your audience and how you can better connect with\nthem. One way to better assess the success of your individual posts is to track\nhow many "likes" or "reactions" your post has. When your audience interacts with\nyour content, social media algorithms will be more likely to showcase your post\nmore frequently in your audience's feed.\n\nConclusion \nIn the end, it's up to you and your organization to decide which KPIs you need\nto analyze the most. If you are focusing on gaining traction with short-form\nvideo in 2022, watch time may be a critical KPI for your marketing team to\nanalyze as opposed to "retweets." Or, let's say you want to focus on Facebook\nGroups this upcoming year; you may be more interested in getting engagement on\nposts within the Facebook group instead of how many likes you are receiving on\none post via your regular Facebook page.\n\nAll in all, our hope is that you get into the habit of measuring your efforts so\nyou can improve them over time. You may be surprised by what you find!