Social media metrics are an essential measure of how well your brand is doing online. They provide insight into social media post reach, audience engagement, social sentiment, and more.
With social media being such a prevalent part of most people’s lives, it’s become crucial for companies to know their impact on social channels to make strategic decisions about where to spend advertising budget.
At this point, it’s impossible to ignore social media. For example, Instagram Stories reach around 500 million users each month.
If you’ve been wondering what social media metrics are available or why they matter, then this article is for you!
What Social Media Metrics Are Available?
There are more social media metrics available than you’d think. Over time, the number of points being measured has grown as needs have emerged.
The social media metrics available are a great source of information as they can measure different items that affect your social brand presence.
Measuring Social Sentiment
Social sentiment measures the social media audience’s feelings about your brand, product, or service. It helps you understand how social audiences feel towards your content and if they respond well to what you publish on social channels.
Social sentiment can be measured through social monitoring tools that look at specific keywords used in social posts to determine whether the overall tone of social audiences is positive, negative, or neutral.
Social media audience engagement rate can be measured by dividing the number of social shares and reactions to your content by post reach. This helps you understand how much social traffic each social media post drives back to your website to know where best to focus your efforts on social channels to get more social traffic.
For example, suppose social media post reach is low and social audience engagement rate is high. In that case, it means that your social posts are not reaching as many people on social channels but those who see the content like what they see and engage with it frequently (i.e., social sharing or liking).
If you notice a decrease in social shares and social audience engagement, your social posts are reaching a larger number of people. But, those who see the content aren’t engaging with your social media channels as much.
This could mean you’re posting too frequently or not matching social post types to social audiences’ interests and behaviors.
Social Media Post Reach
Social media post reach is a measure of how many people look at each social media post. This metric helps you understand the audience engaging with your content, including their demographics, interests, and behaviors.
Depending on the platform you’re targeting, you may find it easier to purchase your initial following. For example, it’s quite plausible to buy Instagram followers, Facebook fans, or TikTok friends to give your reach a kickstart.
Post reach also provides insight into social sentiment — whether or not social audiences like what they see or if there need to be some changes made.
Social Media Is Powerful
Now that we’ve covered the different social media metrics and why they matter to your brand awareness, social media can be a more strategic part of your social marketing strategy.
We’ve looked at social post reach, audience engagement, social sentiment, and more.
If you enjoyed this article, why not check out the rest of our marketing category?