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Tracking the Social Media Metrics that Really Matter

Posted: November 10, 2020
[caption id="" align="alignright" width="372"] Image: Hootsuite[/caption] Anyone who uses social media for brand awareness knows the importance of tracking metrics. But, do all metrics really matter, and how do you track the ones that do? You need to be able to dig deeper than just likes and shares to be able to really measure your ROI for a particular social network. There are four main stages of a customer's "journey" to interacting with your brand, and knowing what metrics accurately measure those stages can help you use the information to improve your social media marketing strategy.

19 Social Media Metrics That Really Matter—And How to Track Them

What are social media metrics? And why are they important to track? As a social media professional, they’re your chance to demonstrate the value of your work, and the impact of the decisions you’ve made. If your boss asks you to talk data, take the opportunity to be a pro and go beyond the surface-level, “vanity” metrics—the likes and shares and retweets. Instead, focus on the data that matters—the numbers that prove your effort has had a positive, bottom-line impact on the business. The right data will assure executives that their investment in social is paying off. It’ll also help you continue to make smarter, more data-driven decisions moving forward. This article identifies the social media metrics that really matter, why they’re important, and how to track them. Ready to make an impression?

The most important social media metrics for marketers

The social funnel: a breakdown
Before diving into social media metrics, let’s review where each one lives in the social funnel. For the purposes of this article, we’ll segment the funnel into four key customer journey stages:
  • Awareness: these metrics illuminate your current and potential audience.
  • Engagement: these metrics show how audiences are interacting with your content.
  • Conversion: these metrics demonstrate the effectiveness of your social engagement.
  • Consumer: these metrics reflect how active customers think and feel about your brand.
Every stage is populated with its own set of must-measure metrics, KPIs that shed light on the effectiveness of your social media marketing. Let’s dive in. Read the entire article, 19 Social Media Metrics That Really Matter—And How to Track Them, on Hootsuite.