Social Media Metrics Overview
Data that looks impressive but lacks meaningful business impact.
Vanity Metrics
Income generated from the sale of products or services directly tied to social media campaigns.
Sales Revenue
A profitability metric used to assess the financial return of social media efforts.
ROI (Return on Investment)
Identifying the optimal time for posting content to maximize engagement.
Best Times to Post
The cost of a post divided by the number of link clicks.
Cost per Click (CPC)
A measurable value that indicates success in achieving business objectives.
KPI (Key Performance Indicator)
Potential customers who have shown interest in a brand or product, often measured by actions like form submissions.
Leads
A metric used to estimate the value of social media exposure compared to traditional advertising.
SEAV (Social Equivalent Advertising Value)
Experimenting with different types of content to determine which resonates best with the audience.
Content Tests
The cost of social media activity divided by the number of leads generated.
Cost per Lead (CPL)
The number of times a piece of content is displayed, regardless of whether it was interacted with.
Impressions
Public perception of a brand, often measured by sentiment analysis on social media.
Brand Reputation
The emotional tone of interactions or mentions related to a brand on social media.
Sentiment
Analyzing the performance of social media content across different platforms.
Channel Comparisons
The cost of social media activity divided by one thousand impressions.
Cost per Thousand Impressions (CPM)
The number of unique individuals who have seen a piece of content.
Reach
A measure of customer loyalty based on their likelihood to recommend a brand.
Net Promoter Score (NPS)
The process of attracting and converting potential customers into actual leads through social media.
Lead Generation
Evaluating the effectiveness of paid social campaigns to optimize budget allocation.
Social Advertising Tests
The cost of social media activity divided by the number of views generated.
Cost per View (CPV)
Actions taken on a post, such as likes, shares, comments, or video views.
Engagement
A calculation of the profitability of social media efforts compared to the costs.
ROI (Return on Investment)
A metric that measures the level of interaction with social media content relative to the number of followers.
Engagement Rate
The percentage of viewers who clicked a link in the content compared to the number of times it was displayed.
Click-through Rate (CTR)
A metric used to evaluate the value of influencer marketing, calculated by multiplying impressions by CPM.
Earned Media Value (EMV)