18 Social Media KPIs You Need to Track to Measure Success

If your boss asks, “How well are we doing on social media?”, do you reply with phrases or numbers?

Because knowledge trumps opinion. Every time.

I’m not speaking in regards to the variety of new followers, followers, likes, or shares. I’m speaking about how these numbers present if you happen to’re reaching your small business objectives.

Is what you’re doing on social helpful? Is it contributing to extra enterprise? How can you realize?

That’s what any (good) boss desires to listen to from you.

I wrote this publish so you may shine the following time they ask. Know the right way to reply by figuring out the right way to measure your social media efficiency—with social media KPIs.
But first…

Bonus: Get a free social media report template to simply monitor and measure efficiency in opposition to your KPIs.

What are social media key efficiency indicators (KPIs)?

They’re comparable, however completely different than social media metrics.

How’s that?

A enterprise metric is a quantity. It measures the efficiency and actions of a corporation. Like revenue, worker turnover, calls made, calls answered, time spent, prices incurred. Stuff like that.

A KPI can also be a quantity—a kind of metric.

A KPI measures efficiency deemed precious to the enterprise. And, it’s tracked over time to measure progress (or not).

A enterprise metric must be measured in opposition to a goal. A KPI ought to measure the success of reaching that concentrate on.

Got it?

Good. Let’s have a look at the KPIs price monitoring on your social media.

Social media KPIs for attain

How many individuals would possibly see your posts throughout all of social media?

Say you might have a Facebook profile 300 folks like. Now add your 500 Twitter followers. Same for you different social accounts. Sum all of it up- that’s your potential attain.

Ready, set, measure.

Impressions

How many occasions did your publish present up in somebody’s feed or timeline? I’m not speaking in regards to the ones checked out, seen, or learn. Just the variety of possibilities folks had, by the screens they appeared on.

How to trace it

Identify the variety of impressions for a given publish, on a given platform
Identify the reporting interval to measure, like per week, month, or quarter
Compare to earlier intervals to see a pattern

Audience progress charge

What’s the speed of progress on your social media followers?

This is much less about what number of, extra about how rapidly.

And, was it sooner than the earlier months?

How to trace it

Identify the variety of new followers for the month on a given platform
Divide that quantity by your complete viewers to get your progress charge
Multiple by 100
Compare to earlier months to see a pattern

Example:

100 new followers on Twitter in January
(100 divided by 5,000 complete followers) * 100 = 2% progress charge

Post attain

How many individuals have seen your publish because it went dwell? That’s publish attain.

For this KPI, experiment with if you publish and what you publish.

Because timing and content material impacts efficiency. Note the consequences as you modify these two variables (associated: the very best time to publish on social media).

How to trace it

Identify a publish to measure
Identify how many individuals considered your publish (attain)
Divide the attain by complete variety of followers
Multiply by 100
Compare to different posts, for a similar and different reporting intervals

Example:

200 folks considered your publish
(200 divided by 6,000 complete followers) * 100 = three.three% publish attain

Social share of voice (SSoV)

Want to understand how many individuals talked about your model versus the opposite guys’?

Sure you do.

Whether it’s for direct mentions (like ‘@hootsuite’) or oblique mentions (like “hootsuite”).

SSoV lets you understand how related your model is available in the market.

How to trace it

Identify a reporting interval
Measure each point out of your model, direct and oblique, for that interval
Do the identical on your opponents’ mentions
Add the 2 collectively to get complete mentions
Divide your mentions by the full mentions
Multiply by 100
See who’s successful

Example:

300 of your mentions
(300 divided by 2,100 mentions from everybody else) * 100 = 14.2% SSoV. Nice one.

Social media KPIs for engagement

Let’s learn the way persons are interacting (or not) along with your posts.

Applause charge

Know how many individuals are clapping, liking, or favoriting your posts, relative to your complete followers.

They simply accredited what you shared, and take into account it precious.

How good.

Knowing this charge will enable you to share the correct content material on your viewers.

Dig deep on this. Try to grasp why folks applauded. Was it due to that 50 % low cost. Or due to the way it ended with such a heartwarming message?

How to trace it

Identify a reporting interval
Identify a publish to measure
Sum the full approvals for that publish
Divide by your complete followers for that platform
Multiple by 100
Compare to your goal objectives

Example:

250 likes
(250 divided by 9,100 Twitter followers) * 100 = 2.eight% applause charge

Average engagement charge

Similar to above although for likes, shares, and feedback. It’s additionally relative to your complete variety of followers.

The increased the speed, the higher.

Just know, charge issues greater than absolute variety of likes, shares, and feedback. Use this as your information for what you publish.

How to trace it:

Identify a reporting interval
Add up a publish’s complete likes, feedback, and shares.
Divide by your complete variety of followers
Multiply by 100
See the pattern over time, evaluate along with your objectives

Example:

120 likes + 230 feedback + 165 shares of a publish
(515 divided by 23,200 followers) * 100 = 2.2% common engagement charge

Amplification charge

Why be restricted to simply your community?

An superior factor about social is benefitting from different folks’s’ networks, too.

Amplification charge exhibits how your followers care and share your content material with their folks. By their shares, retweets, repins and regrams.

The increased the speed, the extra curiosity your followers present in associating along with your model.

How to trace it:

Identify a reporting interval, say for per week, month or quarter
Count the shares for a publish, for that interval
Divide by your complete variety of followers
Multiply by 100
Compare that charge along with your objectives

Example:

95 shares of a publish
(95 divided by three,450 followers) * 100 = 2.75% amplification charge

Virality charge

Everyone goals of going viral.

This KPI is the quantity of people that shared your publish relative to the quantity of people that had an opportunity to see it (impressions, keep in mind?).

Measure this for a reporting interval.

Reminder… that is about charge, not absolute, shares. A publish shared 10,000 occasions could solely get .03% virality. While one other publish shared 6,000 occasions could get 9.1% virality—which is much better.

How to trace it:

Identify your goal reporting interval
Identify the variety of impressions for a publish, for that point interval
The identical for shares
Divide shares by impressions
Multiply by 100
Compare that charge along with your objectives

Example:

110 shares of a publish
(110 shares divided by 1,980 impressions) * 100 = 5.6% virality charge

Social media KPIs for conversions

How efficient is your social media? Time to seek out out.

Conversion charge

How many guests take the motion you requested them to?

Here’s the (best) sequence…

You publish. User clicks in your call-to-action hyperlink. User sees a touchdown web page. They full an meant motion on that web page.

Like subscribe to your publication, obtain your information, schedule time to speak.

You do have calls-to-action, proper? No? I wrote this publish for you.

Because being social is extra than simply wanting nice. You’ve acquired a enterprise to run. And a boss to please.

A excessive conversion charge exhibits you (and your boss) that your followers and followers care about what it’s important to say, present and share.

You stored your promise, by giving folks related content material. Everyone must be such a stable (social) citizen.

The arrange:

Create a touchdown web page on your marketing campaign
Add the killer CTA
Create a publish with a call-to-action hyperlink to your web page (use our hyperlink shortener)
Place a “cookie” on the consumer’s machine, to affiliate the result in a marketing campaign

How to trace it:

Publish the publish
Track the variety of clicks it receives
Same for conversions
Divide conversions by clicks
Multiply by 100
Compare this to your objectives for the interval

Example:

130 conversions of a publish
(130 conversions divided by four,100 clicks) * 100 = three.2% conversion charge

Click-through charge (CTR)

For your posts, what’s the speed folks click on in your call-to-action (CTA) hyperlinks?

I’m not speaking shares, likes, or feedback. Rather, are folks displaying an curiosity in extra content material?

Track this KPI typically, to find out how compelling your presents are.

How to trace it:

Determine variety of CTA clicks for a publish
Same for impressions
Divide clicks by impressions
Multiply by 100
Compare the speed along with your objectives for the time interval

Example:

95 CTA clicks of a publish
(95 divided by 5,900 impressions) * 100 = 1.6% click-through charge

Bounce charge

Remember the best state of affairs I listed above for conversion charge?

This one’s not so best.

Users clicked in your publish CTA, landed on a web page, then left with out finishing the CTA on that web page.

They acquired bounced.

Too dangerous. Don’t be unhappy.

Bounce charge is a precious KPI to measure your social media visitors. Use it to find out your ROI in comparison with different visitors sources (like visitors from a Twitter publish vs. visitors from a Google search).

The decrease the speed, the extra proof that your focusing on the correct viewers.

How to trace it:

Set up Google Analytics
Navigate to the ‘Acquisition’ tab
Look underneath ‘All Traffic’
Then see ‘Channels’
Click on the Bounce Rate button
See every of your channels, sorted by charge
Compare the speed along with your objectives for the time interval

Cost-per-click (CPC)

How a lot are you paying, per click on, in your sponsored social media publish, for a specified time interval? That’s CPC.

More than complete spend, take note of this KPI. To know in case your funding is environment friendly, or wasteful.

How to trace it:

Identify your complete spend for a set of adverts
Count variety of clicks on that advert
Divide complete spend by clicks
Compare this to your objectives for the time interval

Example:

$three,000 for Facebook adverts
three,000 divided by 430 clicks = $6.97 per click on

Keep on high of this one. Know what you spending per click on on your adverts.

Cost per thousand impressions (CPM)

This is the quantity you pay after 1,000 folks scroll previous your sponsored publish.

CPM will not be so helpful for measuring how efficient an advert is.

But it’s helpful to:

Expose new clients to your model
Know up entrance how a lot you’ll pay
Know how many individuals will see your adverts
Project prices for brand spanking new campaigns
Gives you a extra dependable earnings

And, to separate take a look at your content material. Faster and cheaper than with different measurements.

How to trace it:

Know your complete advert spend
Divide complete spend by impressions (# of occasions advert was loaded on a web page) for a given time interval
Multiply by 1,000
Compare this to your objectives for the time interval

Example:

$200 for a sponsored advert
9,200 impressions
(200 divided by 9,200 impressions) * 1000 = $21.74 for each 1,000 impressions

Social media conversion charge

This charge is the full variety of conversions that got here from social media, expressed as a share.

Use this to understand how efficient every publish is performing for a marketing campaign. This exhibits how properly your provide resonates along with your audience.

Say you might have a touchdown web page with a CTA to obtain a free information. Two stuff you wish to know:

How many individuals downloaded the information (complete conversions)
Of these, what number of got here out of your social media publish (social media conversions)

The arrange:

Create a publish with a call-to-action hyperlink to your web page that…
Places a “cookie” on the consumer’s machine, to affiliate the result in a marketing campaign

How to trace it:

Know the complete conversions
Know the social media conversions
Divide social by complete
Multiply by 100
Compare in opposition to your objectives

Example:

300 folks downloaded the information
180 of these got here out of your social media publish
(180 divided by 300) * 100 = 60% social media conversion charge

Comment dialog charge

This is the ratio of feedback per publish to the variety of your followers.

It’s higher than monitoring feedback with none context.

Because, a mean of 20 feedback per publish is kind of spectacular for less than 200 followers.

It’s helpful to know if what you’re saying sparks dialog.

How to trace it:

Use Hootsuite Analytics to trace variety of feedback for a give reporting interval
Divide feedback depend by variety of followers
Multiply by 100
Compare to your objectives for that interval

Example:

23 folks commented for that point interval
(23 divided by 300 followers) * 100 = 7.67% remark conversion charge

Social media KPIs for buyer help

Want to understand how clients suppose and really feel about your model? Here ya go.

Customer testimonials

Got some nice opinions, feedback and endorsements from clients?

Show them off, as this exhibits the way you delighted them.

Your followers will probably be extra prone to know you’ll do the identical for them. This builds belief and credibility on your model.

Want extra testimonials?

Ask your finest clients to depart a overview
Run a social media marketing campaign asking folks to create written, video, or on-line testimonial
Link to a Google kind to make easy on your model evangelists

Me? Sometimes, once I ask for a testimonial, I provide to put in writing it for them. To save them work. I make sure that it’s one thing that resonates with them and ask them to overview and refine it, if wanted.

Don’t be shy, give it a strive.

Customer satisfaction (CSat) rating

CSAT measures how completely happy persons are along with your services or products.

It solutions: “How would you describe your overall satisfaction with our product?”

Ask them to charge their satisfaction from 1 to 10. Or, say from sucks, meh, golden, finest ever. You get the thought.

How to trace it:

Create a survey
Sum the scores
Divide by variety of respondents
Multiply by 10 to get your CSat
Compare along with your objectives

Example:

(Ah, I believe we’re good on the examples now. Don’t you?)

Net promoter rating (NPS)

This measures buyer loyalty.

Use this to foretell future buyer engagement, with one particularly phrased query:

“How likely are you to recommend our [company/product/service] to a friend?”

Present a scale, from zero to 10. Then, group the responses:

Detractors: zero – 6 rating vary
Passives: 7 – eight rating vary
Promoters: 9 – 10 rating vary

How to trace it:

Create a survey
Subtract the variety of promoters from detractors
Divide by complete respondents
Multiply by 10 to get your NPS
Compare along with your objectives

Next step: Measure efficiency in opposition to your social KPIs

So, now you’re prepared to indicate your boss:

The KPIs that matter
How they’re performing
What they’re telling you about your small business, folks, and posts
And after all, how they’re affecting the underside line

Be the storyteller of your small business, creating readability for making selections, backed by knowledge.

That job is simpler with social media analytic instruments. Each social community has its personal, or you should utilize a instrument like Hootsuite Analytics to trace efficiency for all of your accounts from a single dashboard.

Sign up for Hootsuite and begin monitoring and reporting in opposition to your social media KPIs. Try it free as we speak.

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