Social Media Campaign Metrics
By: Ronn Torossian
Tags: Social Media Marketing, Metrics And Analytics, Metrics, 5w Public Relations, Ronn Torossian

Between engagement percentages on posts and the number of followers, there are dozens of social media metrics that companies can pick from, to see how well their campaigns are performing. However, new, seemingly important metrics are also popping up very frequently, which makes it difficult to know which ones are the best, or even important for a business.

There are certain basic social media metrics that every company should be paying attention to, based on its business goals, and a lot of these basic ones are similar across most social media platforms. There are some specific ones that companies track in certain industries, or for certain campaigns, but these basic social media camping metrics are ones that most companies should know and keep an eye on.

The social media metrics are determined by the goals of a social media campaign, and every goal has its own metric which helps figure out if the campaign is performing well.

For example, if a company is looking to increase conversions, the goal of the metric is to get the people that are visiting a company’s social feed or website to become buying customers. With that goal in mind, it becomes a lot easier for the company to know which metrics are important and what it needs to keep in mind.

Engagement

This is one big category that a lot of companies are tracking, and it’s used to keep an eye on how actively the audience is involved in the brand’s content, as well as how effective are the campaigns. If the consumers are engaged with the content, they show that engagement through social media interactions such as likes, comments, and sharing the content with others.

Essentially, engagement is how much the audience is interacting with the company’s accounts, and how often. Practically all social media platforms have their own engagement metric, which is basically a sum of various smaller engagement activities — likes, comments, and shares.

Awareness

There are two main categories that fall under awareness, and those are reach and impressions. Impressions are the number of times a company’s posts show up in the audience’s timeline. While reach is the potential number of unique viewers a single post can have.

These two separate metrics can tell brands a lot about the company’s content potential for visibility. For example, if a post has a high number of impressions, but it has a low engagement, it usually means that people saw it, but weren’t that interested to take any action for it. On the other hand, if a post has both a high reach and engagement, it frequently means that the piece of content has gone viral through shares from other users.

These two metrics are a couple of the basic ones that companies should be tracking and keeping an eye on to see how successful their campaigns and strategies are over time. They’re both available within social media platforms, but there are also tools that help brands keep track of them outside of those platforms.

Ronn Torossian is the CEO and Founder of 5W Public Relations. 5W PR is a leading digital pr and influencer marketing agency.