Social media key performance indicators (KPIs) should reflect an essential part of your social media strategy. They rationalize the success of your social media activities. Moreover, social media KPIs help to monitor whether you are reaching your defined goals or not.

Social Media KPIs

Unfortunately, many companies —still— track the wrong social media KPIs. Very often they solely look at the number of followers and meanwhile miss other important performance figures. This —most often— happens because companies are not aware of the wide variety of other KPIs. 

Therefore, it is essential to have a clear overview of available KPIs to select precisely those that fit the defined social goals.

With this blog post, we want to introduce 15 social media KPIs you can use to track your social media performance. Worth mentioning that, although all of these KPIs are essential, it doesn’t mean that you have to follow all of them.

Social Media KPIs — Focus On Social Visibility

Social visibility KPIs provide clarity about the availability of your company or product on social media. The KPIs shed light on questions like how many people follow your company or talk about your product?

1 — Follower / Fans / Subscriber

The number of followers, subscribers, or fans is probably one of the most prominent and straightforward social media KPIs. The performance indicator simply shows the number of persons that subscribed to your content. Followers, subscribers, and fans describe the same KPI on different platforms. Facebook uses the term “Fans,” Instagram and Twitter call them “Follower,” and YouTube, for example, call them —straightforward— subscriber. 

2 — Social Reach

Social reach is a tricky yet super-important social media KPI. The KPI provides an answer to the questions, “How many people do we reach with one content piece?”

And this is not only about your followers. Social reach is a rather complicated calculation based on the number of followers, number of shares, number of page views, and follower development.

3 — Blog Subscriber

Many companies use a blog as the central marketing tool. All further social media activities are derived from blog content. Therefore, measuring the number of blog subscribers is vital for every social media strategy.

Social Media KPIs — Focus On Social Media Engagement

The social media KPIs introduced above are very insightful. However, although many companies focus on these numbers, many experts consider social media engagement KPIs as even more important. Although a high number of followers isn’t wrong, it gives you no indication about how many people actually take care of your content.

4 — Number Of Mentions

This social media KPI indicates how many people talk about your company. Whenever someone tags your account name, it counts as one mention. The number of mentions provides evidence if people take care of your content or not. Additionally, it offers valuable insights about the audience resp. potential clients.

5 — Retweets

A social media KPI that is only relevant in case you are using Twitter. A retweet is counted whenever someone takes your tweet and shares it with his/her audience. Apparently, this broadens the audience — depending on the number of followers the persons have. Thereby, you can reach a wholly new audience you would have never reached without a retweet.

6 — Social Shares

Social shares are similar to retweets on many other platforms. Especially on Facebook or LinkedIn shares reflect an essential KPI. Again, shares help you to reach an audience that isn’t directly connected with your account.

7 — Comments

I guess there’s no lengthy explanation needed. Comments are counted whenever someone reacts with a comment to your posts. Comments are powerful in two ways. First of all, as soon as people start to discuss your content, the relevance increases. Subsequently, more people see your content. Second, you can gain a lot of insights out of comments. What does your audience think about your products, services, or your content in general? Therefore, I consider this social media KPI as crucial for a successful social media strategy. And by the way, much more crucial than the number of followers!

Want To Know More About KPIs? Start Here: 47 Key Performance Indicator Examples — KPIs You Definitely Must Track!

15 Most Important Social Media KPIs

Social Media KPIs — Focus On Social Reach

Some people say “if no one likes, comments, or shares your content, it is non-existent!” And actually, this statement isn’t that wrong. However, and although social reach KPIs are a bit more complicated to calculate, they do provide super-valuable insights.

To give you one example before we dig into the detail of social reach KPIs. I recently talked to a mid-sized company that was quite disillusioned about social media. They focused on Facebook and put out content almost on a daily base. On top of that, they a few thousand fans on Facebook. Nonetheless, the number of likes, comments, shares (or even sales requests) was close to zero. 

The problem was that they’ve never taken a look at the social reach of their posts. Since the organic reach for Facebook pages is quite low, and their content was far away from “good,” they only reach a few dozens of people with every post.

8 — Share of Voice

You have to put some effort into that social media KPI, but it will pay off. The share of voice calculates how often your company is mentioned concerning your competitors. It needs some initial setup effort but provides fascinating insights about whom the world is —really— talking about.

9 — Net Promoter Score

Although the Net Promoter Score reflects quite a prominent social media KPI, it needs additional effort to calculate it. But basics first: The Net Promoter Score (NPS) describes the likeliness that a client will recommend your company, product, or service. Usually, companies use a survey method to ask clients, “On a scale from 0-10, how likely would you recommend our product?”

Clients that answer with 10 or 9 are called promoters. Whereas clients that answer with 7 or 8 are called passive clients. All clients that respond with six or below are labeled as distractors. 

To calculate the NPS simply subtract the percentage of distractors from the percentage of promoters.

10 — Sentiments

As mentioned earlier, comments provide a vast amount of direct feedback from (potential) clients. However, with a growing number of comments, a manual analysis of each comment is no longer feasible. Therefore, sentiment analysis provides automated analysis about the “feelings” of your audience. 

This social media KPI answer questions like:

  • How many comments are positive?
  • How many comments are negative?
  • Are your clients afraid/concerned?
  • Are your clients happy/satisfied?
  • Etc.

Calculating sentiment KPIs usually requires specific linguistic tools to assess comments according to different feelings.

11 — Post Reach

This social media KPI simply calculates the number of users that are likely to see a specific post on a single or multiple platform(s).

12 — Video Views

If you are focusing on video platforms like YouTube, the number of video views represents probably the single most important social media KPI for you. Good news: YouTube and other platforms provide very detailed data about views and your audience.

Want To Know More About KPIs? Start Here: 47 Key Performance Indicator Examples — KPIs You Definitely Must Track!

Social Media KPIs — Focus On Internal KPIs

It is evident that many companies focus on social media KPIs that concentrate on external factors. However, a proper social media strategy should always define internal social media KPIs too! Personally, I consider internal social media KPIs as extremely helpful. Why’s that? Because internal KPIs are the ones, you can directly influence. Therefore, it is of great importance to track internal and external aspects and put them into relation. 

Here’s an example: You can’t —directly— influence the number of followers on LinkedIn. But you can control the number of posts on your company page. So play around with it. Is there are a significant change in terms of follower growth when posting twice as often for a certain period?

13 — Number of Blog Posts

In case a blog is part of your social media strategy, you should monitor the number of blog posts. Moreover, you should set a clear goal. More importantly, you have to track how other social media KPIs develop when blogging more or less. On top of that, not only the number of blog posts is worth tracking but also the required effort.

14 — Number of Videos

Like the number of blog posts, you should track the number of videos you publish and related effort. On top of that, you have to track corresponding external social media KPIs and analyze them accordingly.

15 — Number Social Media-Posts

First of all: Please be aware that it is no longer sufficient to post once a week on a single platform. Social media strategies in 2020 have to incorporate the aspect to post several times a day on multiple platforms. However, similar to blog posts and videos, you should carefully monitor the number of posts on different platforms. 

What’s Your Opinion About Social Media KPIs?

Always happy to receive your feedback and thoughts. Just hit me up on Twitter or get in touch on LinkedIn.

Want To Know More About Social Media And KPIs? Here’s Where To Start!


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CEO

Benjamin is an information-enthusiast, a content-maniac, and CEO of Information Design (in this order). His daily business revolves around pioneering solutions with the aim to change the way companies use information. His visions are based on expertise gained in more than 15 years in the industry, and working with renowned companies all over the globe.