Social Media KPIs – best practices

What is a social media KPI?
Nowadays, it is almost close to impossible to run a business without social media presence. And if you’re running a campaign on any social media and no taking the time to use an analytics tool to understand if you’re getting the results you want to achieve, then you really don’t know where you’re going.

Social media KPIs and measurement are very important as they give you information on where you are in terms of starting metrics and where you want to go (objectives). Furthermore, it gives you hints on what action you need to take if you want your social media marketing campaign to meet those objectives. Otherwise, you are probably running a course without a clear direction and map to guide you.

Impressions

How many times your post appears on someone’s timeline or feed?

Impressions show the number of times an advertisement or other image that represents a company is shown to a viewer.

For online (digital and social) marketing, an “impression” usually means the number of times the ad was loaded and shown (at least potentially) to someone looking at a webpage (or a video).

Reach

How many users come across your social channels?

These users might only interact with the channel passively — reach and engagement are two different things. Think of reach as a quantity measurement — reach data demonstrates your existing and potential audience, growth over time and brand awareness.

CTR

Click-through-rate (CTR) gives you the percentage of people who viewed your post and clicked on the CTA (call to action) it included. This provides insight into whether your content captures your audience’s attention and inspires them to act.

Post Engagement

Engagement Rate

Engagement Rate is the ratio of interactions with a social media post to the total number of followers the page or profile has. It indicates how involved followers are with the content posted on a social media page. In General, higher Post Engagement Rate shows higher levels of follower involvement.

Conversions

How many requests are answered?

The measure simply indicates what amount of all requests have been answered and if the work for their resolving has been started.

Post engagements

Don’t forget to track metrics, which are directly connected to a post you created/shared – post likes, post shares, post comments are tightly connected with your social media presence. Another metric you need to keep it track is your page like/followers.

Video engagements

Do you know how many people are viewing your videos in total? Make sure you distinguish between:

Video % Viewed – Number of times a video has been viewed to a specific point (25% of the video, 50% of the video etc.)
Video Completions – Number of times a video has been viewed in 100%

CPM

Cost per thousand impressions is the amount you pay every time 1,000 people scroll past your sponsored social media post.

CPC

CPC is the amount you pay social media platforms like Facebook, Twitter or Instagram per individual click on your sponsored social media post. Track this to see if the amount you’re spending is a worthwhile investment.

CPL

Cost-Per-Lead, or CPL, is a digital marketing pricing model whereby the advertiser pays a pre-established price for each lead generated. In ecommerce, CPL is often utilized by businesses who sell subscription services or high-value products.

NPS Score

Net promoter score measures your followers’ brand loyalty. Using a poll or survey on your brand’s social channels, ask one question: How likely would you be to recommend this product to a friend? Give respondents the chance to answer using a numerical scale or through descriptors like unlikely, likely or very likely.