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48 Social Media KPIs (Key Performance Indicators)

social media kpis key performance indicators

There are a lot of things you can measure about you social media efforts. I have compiled a list of 48 KPIs (key performance indicators) that you can consider for you specific activities. One thing to remember is that you should set at least some metrics that indicate if you are turning profit. Otherwise you can reach your KPIs and still loose money.

Now, before you begin be sure to set the baseline. Look at the set of your chosen social media KPIs and and record the current value. These numbers are important but the rate of change is the main indicator for most of these metrics. For example it’s fantastic if you get 1000 followers in a day but not so if you get them over the year.

Concentrate on the rate of change of your chosen key performance indicators. This can be also expressed as a frequency of events. For example you could measure how many comments you get on Facebook per day, week or month.

You can combine several KPIs into one that is more meaningful for you. Ratios, such as comments per blog post, retweets per followers, help you measure audience activity and engagement.


Check out the related posts:

How to Create Your Social Media Strategy? Get your strategy in place before you start. Here are easy to follow steps that help you give your social media strategy a solid foundation.

Social Media ROI Will Become Important. Until now people have experimented with low budgets and without very specific goals. The bigger budgets will bring an need to show return.

How To Measure Social Media ROI. The number one thing about ROI is that it is measured in dollars (or in euros or any other currency you might prefer).

Social Media ROI Backwards (for B2B) …If you have thousands of followers on social networking sites then the obvious question comes up. How do we get money out of it?

What social media channels are you using, how can people reach you, are you visible?

  • Followers
  • Fans
  • Number of mentions
  • Reach
  • Social bookmarks (SumbleUpon, Delicious)
  • Inbound links
  • Blog subscribers


How likely are followers going to engage, spread your message and interact with eachother?

  • Retweets
  • Forward to a friend
  • Social media sharing
  • Comments
  • Like or rate something
  • Reviews
  • Contributors and active contributors
  • Pageviews
  • Unique visitors
  • Traffic from social networking sites
  • Time spent on site
  • Response time


How do attitudes change due to the social media activities? This is the branding value that should convert into sales.

  • Share of conversation vs competitors
  • Net Promoter
  • Satisfaction
  • Sentiment positive, neutral or negative
  • Number of brand evangelists

Action and ROI

How many sales and other real world result do you get from social media?

  • Conversions (email subscriptions, downloads, install widget or tool, etc)
  • Sales revenue
  • Registered users
  • Issues resolved and resolution rate
  • Number of leads (per day, week, month)
  • Cost of lead
  • Lead conversion rate
  • Cost of sale
  • Revenue (per follower, lead, customer)
  • Lifetime value of customers
  • Support cost (per customer in social channels)
  • Share of repeat customers (from social media vs other channels)
  • Transaction value per customer
  • Money in the bank, net profit, etc


The raw output of your social media team. It is important to measure if increases in your input produce similar or better increase in the other KPIs. And, of course, your boss probably wants to know how much are you spending

  • Blog posts
  • E-books
  • Presentations
  • Videos
  • Facebook updates
  • Tweets
  • Forum posts
  • Social media marketing budget
  • Social media staff payroll
  • Social media development costs

You can get most out of these social media metrics if you benchmark them against you competition. Whenever possible try to find out the competitor’s numbers and you get a better insight of your performance. If you have 3,141 followers on Twitter the the number is meaningless, but in context of your competitor having 2,718 you may get some insights.

Image credit Brooks Elliott


Posted on: October 11, 2015

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18 Responses

  1. Mannie August 19, 2011 4:04am

    Great stuff, very insightful…cheers for putting the effort in


  2. Jonathan Vernon September 29, 2011 9:09am

    Te next step is to attend a presentation where benchmarks set this year are used to tell the narrative a year later.


  3. charl “digital” hoffman October 10, 2011 9:09am

    Very very nice concise list guys. Like it a lot. Close to our own internal approach for social media KPI’s. Quick though/question where do you see Search fitting into this ?


    • Priit Kallas October 10, 2011 3:03pm

      Social media activities influence search results. Your social properties will come up in search and the volume of activity influences you website’s ranking. Two most obvious models would be:
      Model1: Search > SM > Website > Revenue.
      Model2: Search > Website (thanks to SM) > Revenue.
      We have seen visitors from SM convert 2+ times better than average.


  4. Pingback: Jorge Muñoz » La influencia en las redes sociales

  5. Ahmad Sharif November 22, 2011 1:01am

    Just one question. How or rather where does one go to get numbers on the competition?


  6. Flavia November 30, 2011 4:04pm

    Strange, I’ve counted twice and only found 46 on the list :-)
    Anyone knows where are the other 2??


  7. Cameron Sproule February 28, 2012 2:02am

    Really helpfull list, thanks for the tips!


  8. Youssef Boutzakht March 22, 2012 5:05pm

    Very good stuff…thank you Priit for this blog, I love this blog becuase it helps me to be much bether in my job as internet marketing consultant.


  9. freddy @ IMWT June 25, 2012 4:04am

    Good stuffs,
    A few nifty tools used for SEO presented in @ipullrank in his noobguide to linkbuilding:


  10. Donna January 13, 2013 10:10pm

    Liked this post a lot. I started using a influence measuring platform after reading this post. Very helpful.


  11. Digital Marketing Company March 4, 2013 8:08am

    But KPI performs more on this activity also. But this points are very helpful to every online marketers..


  12. Joel K March 17, 2013 1:01pm

    Very insightful tips about the KPI. Thanks for the write up,


  13. Business Pages May 21, 2013 8:08am

    Great stuff, every blogger or website owner should follow this Key Performance Indicators.


  14. Pingback: Le sfide della Social Media Intelligence | Social Media Analytics Italia

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