4 Social Media Metrics That Actually Matter
You might have more than two social media accounts to manage and not know where you’re heading. If you’re not using the right tools and looking beyond basic numbers, you could be missing out on the full story of your social media performance. Tools like Hootsuite and Buffer let you manage multiple accounts at once, but their real value is in giving insights into your audience and how your content is performing across the board. In this blog, we'll break down four key social media metrics that every beginner marketer should understand. We’ll also touch on a few tools that make tracking these metrics a breeze
What is a Social Media Metric?
Social media metrics are like a fortune teller’s cards for your content. These metrics are crucial for figuring out what works and what doesn’t, helping you refine your strategy with less guesswork. A positive reading means your content is resonating with your audience, a mixed result signals it’s time for a tweak, and a negative sign tells you it’s time for a new approach. Each platform has its own insights page, such as Meta Business Suite for Facebook and Instagram, allowing you to manage posts and track performance.
Engagement Metrics
Think of it as a conversation. If people are liking, sharing, and commenting on your posts, it means they’re engaged with what you’re sharing. Key rates to watch include:
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Engagement rate: This shows how many people interacted with your post out of the total number of people who saw it. For example, if 100 people saw your post and 10 people liked or commented on it, your engagement rate is 10%. You can find this metric automatically calculated in tools like Buffer or Hootsuite.
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Likes and reactions: These are basic indicators of how much people enjoyed your content. If you’re seeing lots of likes but few comments, your content might be appealing on a surface level but not encouraging deeper interaction.
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Comments: A more meaningful sign of engagement, comments suggest people are invested enough to share their thoughts. If your posts generate discussions, you're on the right track!
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Shares: When people share your content, it’s a sign they find it valuable enough to spread to their own audience. On Facebook, for instance, you can see how many times a post was shared under "Post Insights."
Audience Metrics
Audience metrics give you insights into who your followers are and how that audience is growing. It’s not just about the numbers but about understanding who’s behind those numbers, like age, location, and interests. So you can create content that speaks directly to your core fanbase. Key metrics to track include:
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Follower count and growth: Your follower count shows how many people have chosen to follow your page or profile. More important than the raw number is whether it’s steadily growing or just spiking after certain posts. A steady rise indicates you’re consistently delivering value. You can track growth over time in tools like Hootsuite, or directly on the platform under the “Followers” tab.
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Demographics: Knowing where your audience is from, their age, and other interests is vital for content creation. For example, if most of your followers are 30s - 40s, it makes sense to focus your messaging and visuals accordingly. You’ll see demographic data in tools like Instagram Insights (under “Your Audience”) or Facebook’s Audience Insights.
Conversion Metrics
Conversion metrics tell you whether people are taking the next step, like clicking on a link, signing up for a newsletter, or making a purchase. Here’s what to monitor:
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Click-through-rate (CTR): This shows the percentage of people who clicked on a link in your post, compared to how many people saw it. For example, if 1,000 people saw your post and 100 clicked the link, your CTR is 10%. CTR is crucial for measuring whether your calls to action are effective. On Facebook and Instagram, you can find this under the link clicks in the post insights.
Reach Metrics
Reach is a vital indicator because it reveals the size of your audience for any given post—whether or not they interact with it. You’ll find reach metrics under "Impressions" or "Reach" in your analytics tools. On Instagram, this can be found in the post insights. Here’s a breakdown of reach-related metrics:
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Impressions: This tells you how often your content was displayed on someone’s screen, whether they clicked on it or not. You’ll find this under each post on platforms like Instagram and Facebook. A high engagement rate but low impressions is like throwing a great party for a small group. The people there love it, but you need to figure out how to invite more.
Tools You Can Use
There are plenty of tools out there to help you track these metrics, but two of the most popular are HubSpot, Buffer and Hootsuite.
Buffer is a scheduling tool that lets you manage multiple accounts, schedule posts, and track performance. It shows you when to post, the ideal format for each post, and how often you should be sharing. Buffer makes it easy to see what’s working, helping you improve your content over time.
Hootsuite helps you manage all your social media accounts from one platform. It goes beyond basic metrics, offering insights into social sentiment (how people feel about your brand) and social share of voice (how much people are talking about your brand compared to competitors). It’s a powerful tool for understanding your brand’s overall impact on social media.
HubSpot features all of the above popular features and even more granular metrics. It probably provides the best overall value, as it includes a powerful CRM and eDM modules, too.
Make social media easy
Now that you understand the basics of social media metrics, it’s time to start tracking and improving your results. If you’re feeling overwhelmed or unsure where to begin, our team at Click Creative Digital Agency Melbourne can help. We’ll work with you to create social media strategies that not only look great but also deliver real, measurable results. Get in touch with us today to get started on transforming your social media presence!
