Social Media Goals and Metrics
Updated: Jun 20, 2020
Setting social media goals is a key step toward proving (and improving) the value of your social media work. Writing your goals down and regularly reporting on your progress also significantly increases the likelihood that you will achieve what you set out to do.
Goals help you chart a course for improvement and success. They allow you to see how effective your efforts are. They give you purpose and direction, in a documented way that you can share with others.
Engagement: Likes, comments, shares and clicks
Engagement is a big umbrella category to track. It essentially boils down to how much audience accounts are interacting with your account and how often. Every network will have some sort of engagement metric that is a total sum of smaller engagement metrics such as likes, comments, and shares and many of them have more than one type of metric, or different naming conventions
Likes, Comments, Share, Clicks etc.: Individual engagement metrics like a Share or a social media add up. In a social media engagement summary, you’ll see a total number of engagements per post or profile.
Post engagement rate: The number of engagements divided by impressions or reach. A high rate means the people who see the post find it interesting.
Account mentions: Organic mentions, like @mentions that aren’t part of a reply, or tagging a brand in an Instagram story without prompting, indicate good brand awareness.