For any business Social media marketing is crucial, to increase website visits, converting web users into leads, and much more. So when your business's social media campaign is finally up and running, it's time to track the company’s growth. Social media metrics can help you manage the performance of a company's social media activity so that you can track your efforts getting converted into ROI. We will discuss the top parameters to measure such metrics, which will help you be on top of your KPIs, goal setting, and campaign tracking. Here are some of the most basic metrics that every company should be paying attention to based on your goals.

Engagement: Likes, comments, shares, and clicks

Engagement contains a broad spectrum of metrics, which determines how the audience is interacting with your account. It sums up to opportunities such as likes, comments, and shares. At a granular level, engagement boils down to these few metrics:

• Likes, Comments, Retweets, etc.: Individual engagement metrics like a Share or a Retweet are summed up to calculate engagement to posts.
• Post engagement rate: A high post engagement rate means the people who see the post find it interesting.
• Account mentions: Organic mentions on social media platforms indicate good brand awareness.

Awareness:

Awareness determines the brand perception on social media. This will create a list of current and potential customers for you to evaluate. To obtain the in-depth awareness metrics, here are some points to look at:

• Brand Awareness: It is calculated by looking at all the attention your brand gets, across social media metrics to track.
• Audience Growth Rate: This metric determines how quickly your followers are increasing on various social media platforms. The important catch here is to grow faster than your competitors.
• Post Reach: It is the measure of the number of unique viewers your post has reached since it went live. Monitoring post reach is also a great way to know whether you are targeting the right content to your audience, at the right time.
• Social Share of Voice: It is competitive analytics of how frequently your brand name is shared on social media. It determines how visible and relevant your content is on the platform, compared to competitors.

ROI: Conversions and CPC:

This goes without saying, it is the most important to track social media metrics for customer conversions. Most companies with websites or eCommerce try to directly advertise their products or services on social media. Incorporating with UTM links you can demonstrate the importance of your social media champaign ideas.

• Conversion rate: It is the number of successful actions by the viewer, or responses to the call to action. Higher conversion rates translate to valuable and compelling content.
• Cost-Per-Click (CPC): It is the metric that counts how many times your call-to-action links have been responded to. CPC is the amount you pay per individual click on your sponsored social media post.

Customer care: Response rate & time:

The most important distinction in social media marketing as compared to conventional is the opportunity to directly contact the customer. The interactions with the customer on different advertising platforms like, Facebook, Twitter, or Instagram directly affect the sales conversions or generate an overall positive attitude toward your brand.

• Customer Testimonials: These are the reviews, assessments, comments, or endorsements about your brand from the customers.
• Customer Satisfaction (CSat) Score: This metric determines the overall satisfaction of the customer with your product or service. This can be obtained through simple rating systems.

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 To Conclude: 

When evaluated combined, these metrics will give you a 360º view of your performance for all social media business models. It pays serious dividends down the line in the form of valuable insights to improve your organic and paid social media efforts. We hope you have gained some insights into the purpose and importance of social media metrics.