What are social media metrics?

When it comes to tracking and measuring your social media efforts, setting goals is a sure fire way to get where you want to be. It can help you visualise and motivate yourself to implement a plan of action; giving you the results you require.

Before you contemplate how to measure your efforts on social media, it’s worth thinking about who your donors are and how they use social media.

By doing so, you’ll be able to get an understanding of who you’re trying to target, which in turn will help you figure out which social media channels are best for your business

Once you have an idea of your target market and the social media channels you will use, you will then be able to focus on the metrics that will help you measure activities distributed across your chosen social media platform(s.)

To give you a helping hand with this, I’ve created an overview of the main metrics used across Facebook, Twitter, Instagram and LinkedIn below.


The main metrics you can use to measure increasing awareness of your business page over time (organically,) or by paying to boost content on your Facebook page are as follows:


Engagement measures the number of actions taken on your page. This can be in the form of a person(s) liking, commenting, sharing or clicking a link on a post you have shared.

Measuring engagement can help you understand how well your content is doing & how relevant it is to your online audience.


Reach measures the exact number of people who have seen your post on Facebook within a certain period of time. This number is always different because a number of different people will see your content on any given day. 


Impressions measure the number of times a post from your page is displayed anywhere on Facebook. For example if a page fan likes, comments on or shares your content, their friends will see your post content.

Impressions can include multiple views of your post by the same person.


If your thinking about using Twitter to engage with your customers, I’ve created a list of the metrics you can focus on to monitor your efforts:


Engagement measures the number of actions taken on your page. This can be in the form of a person(s) replying to tweets, retweets, mentions and likes. In addition to this twitter measures engagement rates for each post so you can see which tweets are engaging your audiences.


 Impressions measures the number of times a post from your page is displayed anywhere on Twitter, which is similar to Facebook’s use of the metrics. Impressions can include multiple views of your tweet by the same person.

Geo location

The geographic location helps you gain an insight into your audience and their location. For example; if your audience are in the UK and you are getting a lot of traffic from the US, you will need to create a plan of action to increase awareness amongst Twitter users in the UK.

On the other hand, if you have charitable services in the US or globally you’re on the right track.


The photo sharing app’s analytics are limited compared to other platforms but these are the metrics available in Instagram:


Impressions focus on the number of times your posts have been seen during the time frame


Interactions look at the number of actions taken on your account.


Reach refers to unique accounts that have seen any of your posts.

Profile Visit

Profile visits focus on the he total number of profile views over the week.

Website, call and email clicks

Website, call and email clicks count the number of times visitors have clicked the link to your website or the call/email link on your profile page.


Mentions looks at the number of times your account has been mentioned by other users.

Although engagement isn’t focused on in the analytics area of Instagram, it is possible to measure this by analysing the number of likes each posts gets.

Post likes can be and analyse over a period of time to measure how well your content is fairing amongst your following.

There are also a range of customer driven analytics tools which include the locations, age and gender of your followers. These metrics will enable you to create more localised content if required to increase fans and engagement with your profile overall.


LinkedIn has become increasingly popular of late and its popularity is growing; with it being pitched as the place to be in 2019.

This is why it’s worth taking the time to understand how you can use it to generate leads for your business going forward.

Company Pages

Company pages on LinkedIn can be created and used by organisations to build relationships with LinkedIn users.

Analytics for Company pages are split into 3 main sections:

Visitors – provides insight on your company page not content
Updates – provides insight into your content
Followers – provides insight to your audience

Although there are other metrics available in the Visitors sections and Followers section, both sections provide admins with the following metrics, to see if your page is connecting with the right demographics:

– Location
– Job function
– Seniority
– Industry
– Company size

The Updates section gives you insight into how your page visitors are interacting with your post/content.

This includes providing information on impressions, clicks, likes, comments, shares & the engagement rate for posts, to help you tweak your content & improve engagement overall.

Personal Profiles

Although Company Pages are a great way to get noticed, a lot of individuals are using their personal profiles to generate interest and leads to their business.

However, analytics within this area are limited with the main insights that can be used to gain information being:

Taking a note of your post or article views, comments and likes to see how many individuals are seeing your content and

– Looking at the ‘Who viewed your profile,’ to see if the individuals looking at your profile match the demographics/psychographics of your target market.

Due to the lack of analytics, it may seem futile having a LinkedIn personal profile strategy, but it does help you connect and build relationships with the decision makers in a given company.

With that being the case, it would be up to you think about the results that matter to you e.g. the number of leads you get via your personal profile.

What next?

As far as a general overview goes,  the above metrics are the standard metrics used to measure the activity and results across social media channels. However, it is also important to think about other data available, so that you can really dig down into how online users are interacting with your page.

For example, within Facebook there is data available that measures  ‘other clicks, ‘ which accounts for clicks on people’s names in comments, clicks on the like count or clicks on the time.

This kind of information can be a great way to identify the amount of people ‘lurking’ on your page (they are known as ‘lurkers’ in the industry.)

With this information, you may be able to think about the mentality behind these clicks and what you can do to potentially convert lurkers into active users.

All in all, you can as far as you want with your monitoring your channels but one thing I would definitely stress is that you get to know your audience.

Each channel mentioned (bar LinkedIn) gives you details of your audience demographics so use that information to get to know your audience and create content that engages them. If you can do that, half the battle has already been won.