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5 Metrics Measured by Social Media Analytics

With all the changes happening online, it can be hard to keep up with all the changes that are taking place. However, it is not impossible to do so! Tracking the performance of your social media account can be done in a variety of ways, and if you want to see how well you are doing, then you should do so. In order to track your social media mix, here are five tips you can follow:

5 Metrics Measured by Social Media Analytics

Is it important to track social media metrics and why should you do so?

The metrics that you use to measure your social media efforts are determined by your social media goals. There is a metric that can be used to determine if your social strategy is hitting the mark or not, in order to help determine whether every goal is being achieved.

Your business goal, for example, may be to increase conversions for your business. It follows that your social media goal is to increase conversions from those that visit your site by using posts as part of your social media strategy in order to increase the number of conversions. The moment you have a goal in mind, you will be able to clearly identify which social media metrics you should measure, and what timeframe in which those metrics should be measured. Increasing the number of conversions from social media to the site by 25% within a three-month period is an example of this. To meet this goal, you decide to run a campaign that will include ads, product tags and influencers. To measure this, you determine that you’ll look at the social traffic and conversion rate metric from those posts in your website analytics.

Social media metrics are important because they prove you can measure how successful a campaign is, how well your social strategy is performing, and ultimately if you will have an impact on your overall business. As a result of having these metrics, you will be able to showcase the impact of your work and share it with executives, and providing consistent social media metric reports could result in major shifts for your social team, such as budget increases and increased access to resources, as well as additional budget. In addition to this, metrics serve to keep you aware of the general social profile and brand health of your brand – it is impossible to know the impact of your social media presence unless you have the data to support it.

What are the essential social media metrics that you should be measuring for your business?

. Volume

One of the easiest and first social media metrics to measure is the volume of social media posts. Would you like to know what the size of the conversation is about your brand or your campaign? A good indicator of interest is volume, which is a great way to start. Most people talk about either things that they love or things that they hate, but rarely do they talk about things that they simply don’t care about.

There is more to volume than just counting tweets or wall posts, despite the fact that it may seem like a simple counting metric. It is very important to measure the amount of messages about your brand, as well as the number of people who are discussing your brand, and to track how those numbers are changing over time as well. Among the many useful metrics offered by Facebook Insights is its ability to measure how many unique people have posted something about your brand on their walls (cleverly referred to as “people talking about this”).

Find out when the volume of discussion about your brand is higher – are there certain days or times when more people seem to be talking about it? The information you have obtained from these statistics can be used by you to focus more of your posts during these times to get more engagement, which we will discuss in a bit more detail.

2. Impressions / Reach

A lot of people aren’t paying attention to impressions and reach, which are two metrics that are worth paying attention to. You can find a lot of information about how your content is performing by checking how many people are being served your content (reach) and how many times your content is being served (impressions) on a regular basis.

It is the algorithms implemented in the social news feeds that determine who sees what content, so a sudden drop in these visibility metrics can be an indication that your content isn’t aligned with the algorithms, and therefore isn’t being seen by the right people. To determine how engaging your social advertising is, you’ll want to review these metrics if you’re running social advertising, as you can check your click-through rate to determine if your ads are being delivered, and if they’re engaging.

It is very important to monitor the number of impressions and reach that your content receives, since if you do not know how many people see your content, you will have no idea how much engagement it generates as a whole.

A 25 engagement rate on 1000 impressions, for example, is very different from a 25 engagement rate on 10,000 impressions, which is very different from 25 engagements on 1000 impressions. In order to add context, visibility metrics can be useful.

3. Engagement

In terms of engagement metrics, it is important to note that this is one of the most important areas to measure in social media. Does your brand have a social media presence where people are talking about it? Can you tell me what they are doing in order to spread your content and engage with the topic?

As a general rule, it is possible to share as well as reply to content on social media platforms. You can find out who is spreading the content of your website by checking the number of Twitter retweets (RTs) and Facebook shares and posts, while you can find out who is responding to your website by checking the number of comments, replies and likes. Consider your social media goals carefully before you start using social media. Can you tell me if you are more focused on generating interactions (replies, comments) or are you more focused on spreading a message (retweets and posts)? If you want to be successful with your brand, then you’ll need to use metrics that reflect what’s most important to you right now.

In addition, are there certain types of content that are more likely to generate engagement? Observe which messages are generating the most replies and RTs and start paying attention to what they are. You might be surprised at what people interact with; it’s not always what you expect or expect to see.

4. Website Visits

Visits to your website provide an indication of whether your social media strategy is going the extra mile and attracting users who are actively searching for more information about your company.

There can be many benefits to measuring website visits in order to identify where your social strategy fits in with your overall digital marketing efforts so you can get the most out of it. Also, you can learn even more about your social traffic by looking at how many pages they visit on your site, how long they spend on your site, and much more! The data presented here is very useful and interesting.

5. Influence

It is important to know who is talking about your brand and what kind of impact they have on your business. In terms of social media metrics, influence is probably the most controversial. There are a myriad of tools that are used to assess social influence; they are all done in different ways. Despite this, all of them agree that the size of the audience does not necessarily reflect the influence of the person or organization. A person who has a lot of friends or followers does not necessarily mean they can motivate those friends or followers to actually do anything because it just means that they have a lot of friends.

A person’s influence can be predicted by looking at their past actions and making assumptions about what they are likely to do in the future. In order to determine who you should reach out to when you are preparing a campaign, this type of potential influence is useful. An influence score can be calculated by using tools like Klout or PeerIndex. As a result of tools such as these, you are able to measure the amount of social capital you have online and your ability to influence others.

By contrast, kinetic influence allows you to understand who is participating in and driving conversation about your brand and your campaigns, and who gets others involved in these conversations about your brand and your campaigns as well. The most effective way to find your brand advocates is to focus on the people whose messages are being amplified by others, rather than focusing on those with the most followers.

6. Conversions

Measuring conversions is a wonderful place to start when measuring social media efforts, especially since less than 10% of marketers are able to quantify their efforts.

If you want to measure conversions from social media, you should use Google Analytics just as you would any other traffic source. Just keep in mind, however, that Google Analytics does not always tell the whole story when it comes to social media conversions.

In the current version of Google Analytics, the last-click conversions are calculated, meaning that the traffic source that immediately caused the conversion is given credit for it. Internet users go through a lot of different sites before converting, which is why it is very rare to see someone respond directly to social content and make a conversion as soon as they see it. In this regard, social media sites usually receive less credit than they deserve when it comes to converting users into customers.

It is recommended that you get familiar with Google Analytics in order to be able to connect your social media efforts with conversions.

7. Share of Voice

Last but not least, you should consider a share of voice metric if you really want to understand how well you’re doing on social media. What is the difference between the conversation surrounding your brand compared to the conversation surrounding your competitors? You should be able to determine what percentage of the overall conversation regarding your industry is centered around your brand in comparison to your main competitors’ brands. Learn from the successes of your competitors; since so many of these social media conversations are public, you can easily measure your competitor’s impact in the same way that you can measure your own.

Social Media Measurement Tools

Hootsuite Analytics

Key benefits: Performance data from every social network in one place with easy-to-understand reports

Paid or free? Paid tool

Skill level: Beginner to intermediate

The best fit for: Business owners who manage their own social media, social media managers working at small-to-medium-sized businesses, marketing teams working on social media campaigns

It is common for social media management platforms to include analytics tools as part of their functionality. Hootsuite’s reporting capabilities are our favorite feature, and we hope you will forgive us for saying so. However, it is the tool we are most familiar with and the one we prefer.

In a single place, you will be able to see Twitter analytics, Instagram analytics, Facebook analytics, Pinterest analytics, LinkedIn analytics all at once. With the help of Hootsuite Analytics, you can get a complete picture of all your social media efforts in one place, so that you won’t have to check each platform separately.

As a result, you can easily compare results across networks and save a lot of time.

Social posts metrics:

  • Clicks
  • Comments
  • Reach
  • Engagement rate
  • Impressions
  • SharesSaves
  • Video views
  • Video reach
  • And more

Profile metrics:

  • Follower growth over time
  • Negative feedback rate
  • Profile visits
  • Reactions
  • Overall engagement rate
  • And more

Best time to post recommendations:

You must have experienced the frustration of spending a lot of time writing and designing a social post, only to have it fall completely flat. It is possible that there are many reasons why this might be the case. However, one of the most common reasons why this happens is that people post at the wrong time of the day. The act of posting when your target audience is not online or isn’t interested in engaging with you at the time of posting.

Because of this, Hootsuite Analytics’s Best Time to Publish tool has become one of the most popular features of the platform. The algorithm analyzes the historical social media data you have and recommends the most optimal times for you to post based on three different criteria:

  1. Engagement
  2. Impressions
  3. Link clicks

Sprout Social

It is obvious that Sprout Social is the most appropriate choice for No. 1 on this list due to the need for cross-channel social media analytics.

It doesn’t matter if you want to dig deep into your performance on a single network, or if you just want to quickly compare results across several networks at the same time, Sprout has you covered.

It is possible to track the number of impressions on your Facebook page, count the links clicked on Twitter, measure the growth of your Instagram followers, assess your LinkedIn engagement, assess your content performance on Pinterest and much more all from one place.

Using easy-to-understand, presentation-ready reports that make your data easy to understand, you will be able to quickly organize your data. With Premium Analytics, you can go one step further and create your own customized report tailored to your organization’s KPIs and take it a step further.

You can create customized or templated reports with Sprout, so you have the option of not only capturing essential social metrics, but also analyzing them and presenting them to others in a way that includes only those metrics that are most relevant to you and reduces noise associated with them.

With Sprout, you have access to powerful analytics, from tags to trends, and everything in between. There are even tools available to you that will let you access information relating to the performance of your internal team and the activity of your competitors so that you can improve customer care and compare your brand with others in your field.

 The analytics other tools had just didn’t have the power. We needed the best analytics we could get. Layne Pfliiger
Social Media Manager

But that’s only scratching the surface.

In addition, Sprout’s Advanced Listening tool provides you with valuable information about audience demographics, industry influencers, campaign performance, share of voice, consumer sentiment, and more.

Sprout is a social media analysis and reporting platform built from the ground up to provide you a fast, user-friendly way to discover and display social insights based on your social media activity.

Google Analytics

Key benefit: See how much traffic and leads flow to your website from your social media channels

Paid or free: Free tool

Skill level: all skill levels

Best for: all social media professionals should be familiar with Google Analytics, but especially those who work for a web-based business

You’ve probably heard of Google Analytics already. That’s because it’s one of the best free tools to use to learn about your website visitors. And if you’re a social marketer who likes to drive traffic to your website, then it’s an invaluable resource to have in your back pocket.

While it’s not a social media reporting tool per se, you can use it to set up reports that will help you:

  • See which social media platforms give you the most traffic
  • See what content drives the most leads and traffic on which social networks
  • Get to know your audience with demographic data
  • Calculate the ROI of your social media campaigns

With these data points, you’ll be able to get the most out of your social media campaigns and effectively strategize for the future. No social media strategy is complete without Google analytics.


With HubSpot’s analytics tools you can tie social media performance to business and revenue growth. Whether publishing directly through HubSpot, or publishing using other tools or while on the go, you’ll be able to report on the success of your social strategy across every channel. You can also compare the performance of multiple social channels to measure campaign performance.

HubSpot’s social analytics tools offer expansive graphs and visuals that break down the numbers by specific platform features, like audience, session lengths, and impressions.

What’s important to highlight is that HubSpot’s social analytics tools is part of HubSpot’s Marking Hub, their all-in-one inbound marketing software. This means that using the platform you’ll have insight into the entire customer journey, not only social media-specific metrics. You’ll be able to see which marketing tactics are working best for your business, how are they impacting your bottom line, and learn about your social media campaigns ROI.

That makes HubSpot an excellent choice for businesses whose marketing teams want to keep all campaign functions in one place.

UTM parameters

Key benefit: See how much web traffic and conversions your social media channels and campaigns generate (to be used with a web analytics platform like Google Analytics).

Paid or free: Free tool

Skill level: intermediate

Best for: all social media managers

UTM parameters are not a standalone social media analytics tool, but they are essential in helping you set up Google Analytics (or another web analytics platform) to best measure social performance.

Put simply, UTM parameters are short pieces of code appended to the links you share on social media. They very precisely tell you how many people interact with your content and end up on your website.

In the screenshot above, the UTM parameter is everything that comes after the question mark.

UTM parameters aren’t essential if you’re only concerned about reporting on social media performance in terms of engagement, followers, etc. But if you want to take it to the next level, UTM parameters + Google Analytics will give you more precise data on which social media content and channels drive traffic and conversions.

Pro tip: You don’t need to know how to write code to include them on your social media posts. If you use a social media management platform like Hootsuite, you can automatically generate UTM parameters in seconds.

How to Use Social Media to Track Your Social Media Performance.

It can be argued that social media is one of the best ways for people to communicate and connect with one another. Facebook, Twitter, LinkedIn, Instagram, and others, are just some of the social media sites that are included in this system, along with the apps like WhatsApp and Viber. With social media, you will be able to track your social media performance by seeing how many people have seen your post, what kind of reaction it has received, and how popular it has been as a result.

This article will explain how you can track the performance of your social media accounts

The performance of your social media accounts can be tracked in several different ways. You can track how many visitors you have to your website or how many people follow your posts by using tools like Google Analytics or Facebook’s Insights. To monitor your followers and posts on social media, you can use tools such as Sprout Social or Hootsuite, for example. It is also possible to measure the success of your social media marketing campaign through analytics software such as Mixpanel or Mixpanel Insights.

How to Improve Your Social Media Performance

The performance of your social media account can be improved in a number of ways. To do this, you can create a social media schedule and follow it on a regular basis. In this way, you will be able to keep track of your posts and make sure that you are using the most effective content to reach your intended audience. It is also possible to use tools like Buffer or Hootsuite to store and share important information in an easy and convenient manner. Lastly, you might want to experiment with different social media marketing strategies to see which one works best for your business and see which one you prefer.

What is the best way to use social media to improve your overall wellbeing?

Several social media platforms are available out there that can be used to improve your overall quality of life through the use of social media. To give you a few examples, here are a few:

-Twitter: This platform is a great way to keep track of what’s going on in the world and share thoughts and ideas with your friends and family.

-Facebook: Facebook can be a great way to share news and updates with friends and family, and to keep in touch with them.

-LinkedIn: The use of LinkedIn is an excellent way of connecting with other professionals and discovering new opportunities.

Reddit: Reddit is an online community that can be used for discussing current events, finding out about new businesses, or asking questions on a wide range of topics.

-Pinterest: Pinterest is a great place to get creative and share ideas for food or fashion with friends and family.

Tips for improving your social media performance.

There is no doubt that tracking your progress on social media is one of the best ways to improve your performance on social media. It is easier than ever before to keep track of what steps you’re taking to improve your overall well-being and social media performance by simply using social media platforms such as Facebook, Twitter, and LinkedIn. It can help you focus on areas that need improvement and get feedback on what works and what doesn’t work in terms of what works and what doesn’t work.

Use Social Media to Improve Your Overall Well-being

You can also improve your social media performance by becoming more conscious of how you use social media as another great way to improve your social media performance. By understanding the different types of messages you are sending (verbal or nonverbal), and being aware of when you might be giving away too much information, you can adjust how you post your messages accordingly. In addition to this, you can also ensure that you are continuously achieving positive results if you set goals for yourself via social media platforms such as Facebook, Twitter, and LinkedIn.


Social media can be a great way to connect with friends, family, and other businesses. However, it’s important to take some time to monitor your social media performance and make necessary adjustments. By using social media to track your progress and improve your overall well-being, you can improve the quality of your social media campaigns. Additionally, tips for improving your social media performance are available in this guide. By following these tips, you can achieve excellent results for your business.

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