When formulating social media strategies, even the best minds are hit with a “Will it work?” brick wall. While no one knows the right answer, knowing that you have pulled all your stops is necessary. Figuring out how much you’re getting back from your social media efforts can be tricky. Unlike traditional measures like leads or sales, social media’s return on investment (ROI) isn’t always clear. Fear not; some important numbers act like guiding lights in this social media maze. These key social media metrics help you predict how well your content will do on different platforms, with different groups of people, or at different times of the year. It’s like having a sneak peek into the future, giving you an idea of how your brand story will connect with specific audiences. For marketing folks, understanding these metrics is like having a superpower. It lets you make smart decisions that fit the ever-changing world of social media. This blog will break down these essential metrics, showing how they help you understand and improve the performance of your digital marketing efforts. So, let’s dive into the basics and make sense of social media metrics for strategic minds in the marketing world. What Should Your Social Media Metrics Report Include? (Top Metrics to Track) 1. Post Engagement Overall post engagement includes: Average Engagement Rate: This metric represents the percentage of your followers actively engaging with a specific post. For instance, if you have 10,000 Instagram followers and a post receives a total of 1,000 likes, 50 comments, and 20 shares, the average engagement rate would be  ([1,070 / 10,000] * 100). = 10.7% It helps gauge how effectively your content resonates with your audience. Average Impression: The total number of times your content is displayed across users’ feeds. If your Facebook post has 5,000 impressions, it means it appeared 5,000 times, irrespective of clicks. This metric provides insights into the potential visibility of your content. Average Reach: This metric measures the number of unique users who saw your content. This is the first step to reaching a relevant audience who can be your loyal customer. If, of those 5,000 impressions, 3,000 are unique users, your average reach is 3,000. It gives a clearer picture of your content’s impact on your audience and what you can do to increase your reach. Video Views: The count of times your video content has been viewed. If your YouTube video gets 10,000 views, it implies that 10,000 people watched at least part of your video. You can dive deeper, know where your viewers are dropping off, and make relevant improvements to keep their attention. Posts Saved (in the case of Instagram): The number of users who saved your Instagram post says a lot about the equation between your followers and your content. If 100 users saved your post, it indicates that these users found your content valuable or interesting enough to revisit later. Saves and shares go above comments and reactions for me. These metrics show that someone is truly interested in what you’re offering and  think their community will be as well. Plus, when people are recommended something by a friend (even as simply as in a share), they’re much more likely to consider it. So, this is a big one for me!                                             – Ray Slater Berry, Founder, DSLX, B2B SaaS Content Agency  Replies: The number of replies (both positive and negative) portrays that your social media efforts have a pulse. While having a consistent flow of positive responses is great, negative replies also allow your brand to fine-tune certain services to suit your customers’ expectations.  These are the number of direct responses to your posts, often building an overall brand perception. For example, if your Twitter post asking a question receives 20 direct replies, it showcases engagement and interaction with your audience who are using your services or are interested. User Comment on Brand Posts: This is the count of comments on your posts and is every social media manager’s beautiful dream or worst nightmare. Like replies, both positive and negative comments on brand posts is crucial to help you build your buzz in the marketplace, If your Facebook post receives 50 comments, these interactions can include customer feedback, questions, or general engagement, reflecting the health of your online community. 2. Followers and Reach Followers and reach set the benchmark of the social media success of a brand. They set the foundation for how well a brand will perform, based on which metrics like conversion rate stand a chance to gain amplification.  Followers: It is the total number of people subscribed to your social media account. If your Instagram gains 500 new followers in a month, it indicates growth in your audience. Losing followers might prompt a reassessment of your content strategy. While consistently growing your followers is great, conduct a quarterly audit to understand the percentage of relevant members in your list. The greater the percentage, the greater the chance of creating a purchase-friendly clientele.  Reach: This is the number of unique users who saw your content. If your Twitter post reaches 10,000, your message has reached 10,000 unique users. Reach provides insights into the potential impact and visibility of your content. However, be careful of bots engaging with your posts because  3. Redirect to the Shop Link This is where the money lies! As the name suggests, this link is crucial for ecommerce brands looking to build the conduit between their social media handle and their seller page.  As a brand owner managing a social media handle, one common challenge you might face is having a substantial number of followers on Instagram but experiencing low click-through rates on your shop link.  This can be addressed by strategically engaging your audience and creating a more enticing online shopping experience. Here are some effective tips that encourage your followers to click on