Key performance indicators (KPIs) enable us to measure the success of a business’ social media campaign. KPIs are a good tool to quantify the progress of a specific key business objective. From the point of view of a business, engagement with consumers is the first priority on social media. KPIs are excellent indicators that reveal how well your consumers are interacting with your social media content.
Each social media platform has its own KPIs, but there are some universal ones. Below is a list (in no particular order) and a description of KPIs that will increase engagement on your business’s social media pages.
Likes are a traditional KPI that is present in just about all social media platforms. They are critical because they show which one of your social media posts is the most popular. A post with an abundance of likes will likely garner more social media engagement from your customers. This also helps with search engine optimization, as content with more likes will be more visible on search engines.
Comments on your social media post mean that your audience is speaking about your product or brand. It is the most obvious form of engagement, as people are literally talking about your business. This KPI essentially embodies the spirit of social media and cannot be overlooked.
This KPI measures how many times your business’ social media URLs were clicked on by people. Clicks are a good way to calculate how much attention your social media posts are getting. It is the first part of a social media engagement, as hopefully your audience liked, commented, and shared after clicking.
Shares show how many times your content has been sent from one person to another. This is an effective KPI because it shows how many people believe your content is important, entertaining, or engaging enough to share with their friends and family.
5. Page Visits
A KPI should show how many visitors your business’s social media page(s) get in a set period of time. This is the KPI that tracks that number.
This is a newer KPI that is now available on most social media sites. Impressions are the comprehensive number of times where social media users were exposed to your social media content. In other words, it shows how many times you ended up in someone’s timeline or feed. Therefore, it is ideal to have higher numbers in this category.
Generally, social media platforms showcase how many followers and/or fans your business has. This is an important KPI because it shows how many people deem your business worthy of engaging with.
This is a broad KPI that measures how effectively your content has reached your target audience. It shows how many people have come across your page. This KPI is essential since it enables you to engage with the right people on social media.
9. Audience Growth Rate
The followers KPI goes hand in hand with the audience growth rate KPI. Furthermore, the audience growth rate evaluates how consistently you are attracting new customers. It is worthwhile to review the growth rate so you can understand what type of content promotes the most engagement.
10. Average Session Duration
This essential KPI measures how much time a person spends on your social media page or website on average. If your business’s social media content is engaging, you will have higher numbers in this category.