Social Media Metrics

Social media metrics help you measure the performance of your content.

It’s no longer enough to count the number of “likes” on your social media pages. Nowadays, brands need several key indicators to measure performance. Thankfully, there are several social media metrics to align across the customer journey. Let’s take a look.

The Social Media Customer Journey

The common misconception about social media is that it’s only useful for brand awareness on the organic side or lead generation on the paid side. The truth is buyers may go through five different stages of the journey on social media, from awareness through advocacy, and there are helpful social media metrics we can use to track the performance of our goals during each of these. 

Key Performance Indicators (KPIs) for the Customer Journey on Social Media

Awareness KPIs

Since this is the very first stage of the buyer journey, you’ll be looking at a few different social media metrics to determine your reach to new consumers. 

On the organic side, this includes: 

  • Likes
  • Impressions
  • Audience size
  • Share of voice
  • Video views
  • Autoplay video views
  • Photo or video post view clicks

On the paid social side, this includes: 

  • Clicks
  • Video views
  • Cost per video view (CPV)
  • Cost per thousand impressions (CPM)

Consideration KPIs

The second stage of the journey is where you want to generate demand from consumers. Here, you’ll likely be trying to show your audience the problems your brand or products solve, so the metrics are going to look a bit different.

On the organic side, this includes: 

  • Shares
  • Comments
  • Saves
  • Engagement rate
  • Link clicks
  • Website clicks
  • Clickthrough rate (CTR)
  • Video thru-plays
  • Replay video views

On the paid side, this includes: 

  • Clickthrough rate (CTR)
  • Cost per click (CPC)
  • Cost per video view (CPV)
  • Cost per lead (CPL)

Decision KPIs

By the decision stage, your primary goal is to drive conversions. You may be introducing brand offers and sales. There are a few different metrics to help you measure how well you’re doing. 

On the organic side, this includes:

  • Link clicks
  • Page actions
  • Social traffic
  • Social conversions

On the paid side, this includes: 

  • Conversion rate
  • Web conversions
  • Return on Ad Spend (RoAS)

Adoption KPIs

During the fourth stage, you’ll likely be educating customers with the goal of increasing engagement with your products and services. Again, there are unique metrics for this point in the social media buyer journey.

On the organic side, this includes:

  • Brand mentions
  • Average engagement
  • Brand or product sentiment
  • Reply rate
  • Reply time

On the paid side, this includes:

  • Conversion rate
  • Web conversions
  • Return on Ad Spend (RoAS)

Advocacy KPIs

Even though this is the final stage of the journey, this is where you’re actually trying to leverage happy customers to reach even more consumers by turning your biggest fans into sellers — or advocates. You can look at various social media metrics to measure this performance as well. 

On the organic side, this includes: 

  • Post engagement rate
  • Amount of user-generated content (UGC)
  • Percentage of impressions from advocates

On the paid side, this includes:

  • Cost per thousand impressions (CPM)
  • Cost per video view (CPV)

Map Social Media Content to the Customer Journey

Now that you’re familiar with the KPIs used to measure performance across social media, you can begin to match content to those metrics. Consider which types of content can deliver measurable results for each phase of the journey, and then monitor performance to see if you need to make refinements or adjustments along the way.

Get Help for Social Media Content

If mapping content to metrics and journeys feels overwhelming, then you may want to recruit someone to help you. There are many benefits to outsourcing your social media that can free up your time to focus on other areas of marketing.