Key Social Media Metrics to Track
In this video, social media strategist Brooke Miles simplifies social media analytics by identifying the most important metrics to focus on for success.
Key Metrics to Track:
Growth Rate – Instead of focusing only on the number of followers, track the growth rate over time, especially compared to competitors. A higher growth rate indicates stronger engagement and brand awareness.
Reach vs. Impressions –
- Reach measures the number of people who see a post.
- Impressions count the total number of times a post is seen (including multiple views by the same person).
- Since reach is more controllable, focus on increasing it through engaging content.
Engagement Rate – Measures interactions (likes, comments, shares) relative to the number of people who saw the post. A healthy engagement rate is around 1%, though it varies by industry.
Click-Through Rate (CTR) – Tracks the percentage of viewers who click a link in a post. A 1-2% CTR is average, and improving it requires clear calls-to-action, compelling copy, and eye-catching visuals.
Conversion Rate – Determines how many users take a desired action (e.g., signing up for an event or making a purchase) after clicking on a post. Tracking tools like Facebook Pixel or LinkedIn Insight Tag help measure success.
Tips for Improving Metrics:
- Humanize content by sharing real stories about people and their experiences.
- Limit self-promotional posts and focus on providing value.
- Use clear, engaging visuals and write compelling captions.
- Have a strong call-to-action to encourage clicks and conversions.
Power Tip: How Often to Check Analytics?
- Review analytics every 3 to 6 months to gather meaningful insights.
- Checking too often (e.g., weekly) is like weighing yourself daily—it can be misleading and overwhelming.
- For paid ads, monitor performance frequently to ensure effectiveness.
Finally, Brooke recommends watching another video for strategies to boost engagement across all social media platforms.
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