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48 Social Media KPIs You Need to Know (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 social media KPIs (key performance indicators) that you can consider for you specific activities. One thing to remember is that you should set at least some social media metrics that indicate if you are turning profit. Otherwise, you can reach your KPIs and still lose money.

Now, before you begin be sure to set the baseline. Look at the set of your chosen social media KPIs and record the current value. These numbers are important, but the rate of change is the main indicator for most of these social media 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. You can also express change 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.


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Reach or Distribution Potential

What social media channels are you using, how can people reach you, are you visible? Reach metrics are often vanity metrics. Vanity metric means that its relatively easy to pump up the absolute numbers. For example, you can buy 5000 followers for $5. But you will get very little interactions and engagement from these 5000 followers. These social media KPIs should tell you if you are getting the word out. Is the reach wide enough to justify your budget?

  1. Fans and followers
  2. Number of mentions
  3. Reach
  4. Email list growth
  5. Inbound links
  6. Blog subscribers

These are often called vanity metrics as you may have a ton of reach but no real business results. From this list the number of mentions in social and inbound links are the most important. One increases your search visibility and the other indicates that somebody is interested enough to mention your brand. Email list growth is also one of the key performance indicators of your social media and content marketind efforts. Read How to Use Social Media to Build Your Email List.

Make sure you also measure engagement.

Engagement and Interaction with Fans and Influencers

How likely are followers going to engage, spread your message and interact with eachother? Social media interaction KPIs are the ones you need to pay close attention to. These statistics measure people who have actually taken action.

  1. Like
  2. Comments
  3. Social media sharing, retweets
  4. Forward to a friend
  5. Rate something
  6. Reviews
  7. Check-ins
  8. Contributors and active contributors
  9. Clicks on your links and page views
  10. Unique visitors from social media
  11. Sessions from social networking sites
  12. Time spent on site
  13. Response time

One of the important social media metrics you can derive from the first two groups of KPIs is the reach vs interaction conversion rate.

Interactions / Reach * 100% = Conversion rate

This will give you a better understanding of the value of different channels and the effectiveness of your own marketing activities.

Social media KPIs: Influence

How do attitudes change due to the social media activities? This is the branding value that should convert into sales. Metrics like net promoter score, satisfaction and sentiment will help you understand the more qualitative nature of your reach. They will show you if you have tons of complaints or people are ecstatic about your brand.

  1. Share of conversation vs competitors
  2. Net Promoter Score
  3. Satisfaction
  4. Sentiment positive, neutral or negative
  5. Number of brand evangelists

Action, Results, and ROI

How many sales and other real world result do you get from social media? These are some of the most important social media KPIs and some of the hardest to measure. Your social media marketing has to generate positive ROI. Your main goal would be to find ways to connect reach in social media to dollars in sales.

  1. Conversions (email subscriptions, downloads, install widget or tool, etc)
  2. Sales revenue
  3. Registered users
  4. Issues resolved and resolution rate
  5. Number of leads (per day, week, month)
  6. Cost of lead
  7. Lead conversion rate
  8. Cost of sale
  9. Revenue (per follower, lead, customer)
  10. Lifetime value of customers
  11. Support cost (per customer in social channels)
  12. Share of repeat customers (from social media vs other channels)
  13. Transaction value per customer
  14. Money in the bank, net profit, etc

Internal social media KPIs

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

  1. Blog posts
  2. E-books
  3. Presentations
  4. Videos
  5. Facebook updates
  6. Tweets
  7. Forum posts
  8. Social media marketing budget
  9. Social media staff payroll
  10. 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 number is meaningless but in the context of your competitor having 2,718 you may get some insights. And you cant eat Twitter followers! (OK, technically you can but lets not get into it). Your social following must lead to business result and revenue.

Let us know in the comments what are your most important social media metrics.

______________________
Image credit Brooks Elliott


Social Media Marketing 2017, PPC on 10+ Platforms.

Social Media Marketing courseLearn how to market via Twitter, Pinterest, Instagram, YouTube, Facebook, Google and more advertising platforms! This must have course has a 4.7 rating out of 1,226 ratings with more than 12 thousand students enrolled.

Take a look at the social media marketing course


Priit Kallas

Priit is the founder and CEO of DreamGrow Digital, an internet marketing and social media company. With his 20+ years internet marketing experience he is Helping companies to understand and use the digital marketing to reach their target audiences. He has spoken at hundreds of seminars and conferences on different aspects of internet marketing. Priit is also the organizer of Digital Elite Camp, a leading traffic and conversion event.

21 Responses

  1. nehak pur says:

    How to present healthy and clean content on social sites

  2. Rapolas Lakavičius says:

    is these somewhere information on how social media platform match these KPI?

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

  4. Joel K says:

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

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

  6. Donna says:

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

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

    http://www.seomoz.org/blog/the-noob-guide-to-link-building

  8. 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. Really helpfull list, thanks for the tips!

  10. Flavia says:

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

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

  12. 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 ?

    • 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.

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

  14. Mannie says:

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

  1. November 4, 2011

    […] de la estrategia (y en caso de que vaya mal tomar las medidas oportunas). Existen muchos KPIs para las redes sociales que pueden servirnos. Si nuestro objetivo es aumentar el número de personas que nos conocen y […]

  2. August 25, 2015

    […] necessarie su tutti i Social Media coinvolti. È richiesta quindi, oltre alla conoscenza dei KPI di Social Media Analytics, anche un’approfondita conoscenza delle soluzioni tecnologiche offerte dal […]

  3. April 19, 2016

    […] Pour aller plus loin dans votre réflexion, vous pouvez consulter la liste de KPI sociaux publiée parDreamgrow. […]

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