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.pricing-table.pricing-table-classic .pricing-table-bottom .pricing-table-button a:focus, .pricing-table.pricing-table-classic .pricing-table-body ul li .pricing-list-icon i, .pricing-table.pricing-table-classic .pricing-table-header-wrapper .pricing-table-header, .map-3d-tour .map-3d-tour-iframe .map-3d-tour-music-button i, .map-3d-tour .map-3d-tour-iframe .close, .social-media-widget.social-media-white ul li a:hover, .social-media-widget.social-media-white ul li a:focus, .content-widget-title.small i, .content-heading .heading-navigation i, .edit-link a:focus, .edit-link a:hover, .eventstation-pagination>li>a:hover, .eventstation-pagination>li>a:focus, button:hover, input[type="submit"]:hover, button:active, input[type="submit"]:active, button:active:hover, input[type="submit"]:active:hover, button:active:focus, input[type="submit"]:active:focus, button:active:visited, input[type="submit"]:active:visited, button:focus, input[type="submit"]:focus, .woocommerce #respond input#submit.alt:hover, .woocommerce a.button.alt:hover, .woocommerce button.button.alt:hover, .woocommerce input.button.alt:hover, .woocommerce #respond input#submit:hover, .woocommerce a.button:hover, .woocommerce button.button:hover, .woocommerce input.button:hover, a:hover, a:focus, .woocommerce-message:before, .woocommerce-info, .wpb-js-composer .eventstation-tab.vc_tta-tabs:not([class*=vc_tta-gap]):not(.vc_tta-o-no-fill).vc_tta-tabs-position-top .vc_tta-tab.vc_active>a, .wpb-js-composer .vc_tta.vc_general.eventstation-tab .vc_tta-tab>a:hover, .wpb-js-composer .vc_tta.vc_general.eventstation-tab .vc_tta-tab>a:focus, .wpb-js-composer .eventstation-tab .vc_tta-tab>a:hover, .wpb-js-composer .eventstation-tab .vc_tta-tab>a:focus { color:#176dbd; } .post-social-share ul li a:hover, .post-social-share ul li a:focus, .category-post-list article .post-wrapper .post-bottom .post-navigation nav ul li a:hover, .category-post-list article .post-wrapper .post-bottom .post-navigation nav ul li a:focus, .category-post-list article .post-wrapper .post-bottom .page-links span:hover, .category-post-list article .post-wrapper .post-bottom .single-tag-list span:hover, .page404 .content404 .content404-bottom button:hover, .page404 .content404 .content404-bottom button:focus, .page404 .content404 .content404-bottom button, .widget_tag_cloud a:hover, .widget_tag_cloud a:focus, .eventstation-tab.vc_tta-tabs:not([class*=vc_tta-gap]):not(.vc_tta-o-no-fill).vc_tta-tabs-position-top .vc_tta-tab.vc_active>a, .vc_tta-color-white.vc_tta-style-modern.eventstation-tab .vc_tta-tab>a:hover, .vc_tta-color-white.vc_tta-style-modern.eventstation-tab .vc_tta-tab>a:focus, .schedule-widget.style3 .tab-content .tab-content-schedule-list li .hour, .pricing-table.pricing-table-classic .pricing-table-bottom .pricing-table-button a:hover .separator, .pricing-table.pricing-table-classic .pricing-table-bottom .pricing-table-button a:focus .separator, .edit-link a:focus, .edit-link a:hover, .eventstation-pagination>li>a:hover, .eventstation-pagination>li>a:focus, button.alternative-button:hover, input[type="submit"].alternative-button:hover, button.alternative-button:focus, input[type="submit"].alternative-button:focus, button.alternative-button:active, input[type="submit"].alternative-button:active, button.alternative-button:active:hover, input[type="submit"].alternative-button:active:hover, button.alternative-button:active:focus, input[type="submit"].alternative-button:active:focus, button.alternative-button:active:visited, input[type="submit"].alternative-button:active:visited, button:hover, input[type="submit"]:hover, button:active, input[type="submit"]:active, button:active:hover, input[type="submit"]:active:hover, button:active:focus, input[type="submit"]:active:focus, button:active:visited, input[type="submit"]:active:visited, button:focus, input[type="submit"]:focus, .woocommerce #respond input#submit.alt:hover, .woocommerce a.button.alt:hover, .woocommerce button.button.alt:hover, .woocommerce input.button.alt:hover, .woocommerce #respond input#submit:hover, .woocommerce a.button:hover, .woocommerce button.button:hover, .woocommerce input.button:hover, button, input[type="submit"], .woocommerce #respond input#submit.alt, .woocommerce a.button.alt, .woocommerce button.button.alt, .woocommerce input.button.alt, .woocommerce #respond input#submit, .woocommerce a.button, .woocommerce button.button, .woocommerce input.button, .wpb-js-composer .eventstation-tab.vc_tta-tabs:not([class*=vc_tta-gap]):not(.vc_tta-o-no-fill).vc_tta-tabs-position-top .vc_tta-tab.vc_active>a, .wpb-js-composer .vc_tta.vc_general.eventstation-tab .vc_tta-tab>a:hover, .wpb-js-composer .vc_tta.vc_general.eventstation-tab .vc_tta-tab>a:focus, .wpb-js-composer .eventstation-tab .vc_tta-tab>a:hover, .wpb-js-composer .eventstation-tab .vc_tta-tab>a:focus, .service-box.service-box-icon-style h2 a:hover, .service-box.service-box-icon-style h2 a:focus { border-color:#176dbd; } .counter-box .counter-box-general-wrapper .counter-box-general-content-wrapper .counter-box-general-content .counter-box-button a:hover span, .counter-box .counter-box-general-wrapper .counter-box-general-content-wrapper .counter-box-general-content .counter-box-button a:focus span, .counter-box .counter-box-general-wrapper .counter-box-general-content-wrapper .counter-box-general-content .counter-box-button a:hover i, .counter-box .counter-box-general-wrapper .counter-box-general-content-wrapper .counter-box-general-content .counter-box-button a:focus i { border-left-color:#176dbd; } .counter-box .DateCountdown .time_circles > div:after,.pricing-table.pricing-table-classic .pricing-table-header-wrapper .pricing-table-header .separator { border-right-color:#176dbd; } .woocommerce-info, .woocommerce-message, .header-wrapper .header .dropdown-menu { border-top-color:#176dbd; } .woocommerce span.onsale, .woocommerce .widget_price_filter .ui-slider .ui-slider-handle, .woocommerce .widget_price_filter .ui-slider .ui-slider-range { background-color:#176dbd; } @media (min-width: 768px) { .header-wrapper .header .menu-area .navbar-nav li .dropdown-menu li a:focus, .header-wrapper .header .menu-area .navbar-nav li .dropdown-menu li a:hover, .header-wrapper.header-alternative.fixed-header .menu-area .navbar-nav>li>a:focus, .header-wrapper.header-alternative.fixed-header .menu-area .navbar-nav>li>a:hover { color:#176dbd; } .header-wrapper.header-default .header .navbar-toggle .icon-bar, .header-wrapper.fixed-header .header .navbar-toggle .icon-bar { background:#176dbd; } } .schedule-widget.style3 .nav-tabs li a, .schedule-widget.style3 .nav-tabs li a:visited { background: transparent; color: #FFFFFF; } .eventstation-pagination>li>a:hover, .eventstation-pagination>li>a:focus { background: #FFFFFF; } .edit-link a:focus, .edit-link a:hover { background: #FFF; } a, a:visited { color:#1ba0e2; } a:hover, a:focus { color:#1b65e5; } h1, h2, h3, h4, h5, h6 { color:#176dbd; } input[type="email"], input[type="number"], input[type="password"], input[type="tel"], input[type="url"], input[type="text"], input[type="time"], input[type="week"], input[type="search"], input[type="month"], input[type="datetime"], input[type="date"], textarea, textarea.form-control, select, .woocommerce form .form-row .select2-container .select2-choice, .form-control { border-color:#176dbd; } input[type="email"], input[type="number"], input[type="password"], input[type="tel"], input[type="url"], input[type="text"], input[type="time"], input[type="week"], input[type="search"], input[type="month"], input[type="datetime"], input[type="date"], textarea, textarea.form-control, select, .woocommerce form .form-row .select2-container .select2-choice, .form-control { background:#ededed; } button, input[type="submit"], .woocommerce #respond input#submit.alt, .woocommerce a.button.alt, .woocommerce button.button.alt, .woocommerce input.button.alt, .woocommerce #respond input#submit, .woocommerce a.button, .woocommerce button.button, .woocommerce input.button { background:#176dbd; } .footer { background-image:url(//blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/footer-bg.jpg); } /*----- CUSTOM COLOR END -----*/ /*----- CUSTOM CSS START -----*/ .content-heading { display: none; } .site-sub-content { border-top: thick solid #176dbd; padding-top: 20px; } .disqus-button { width: 100%; } #topshelf { position: fixed; width: 100%; background: #434343; color: #fff; padding: 6px 0; font-size: 13px; z-index: 99; } #topshelf a, #topshelf a:visited { color: #fff; } @media only screen and (max-width: 767px) { .hidemobile { display: none; visibility: hidden; } } .header-wrapper.header-default { padding: 20px 0px 25px; } .footer { margin-top: 24px; padding-top:0; border-top:1px solid #ddd; } .footer-widget { max-width:1200px; margin-left:auto; margin-right:auto; } .footer ul, .footer ul li { list-style-type:none; margin-left:0; padding-left:0; } .footer, .footer ul li, .footer ul li a { font-weight: 300; } ul.arrows { list-style-type:none; } ul.arrows li { padding-left:15px; position: relative; list-style-type:none; line-height:120%; margin-bottom: 8px; } ul.arrows li:before { content: '\f054'; font-family: 'fontawesome'; color: #ddd; position: absolute; top:0; left:0; } input[type="email"], input[type="text"], input.hs-input { font-family:Roboto!important; font-weight:300!important; font-size: 16px!important; padding:4px!important; height:auto!important; background-color:#fff!important; } .vc_pageable-slide-wrapper .vc_grid-item.vc_col-sm-12 { width:50%; } .vc_pageable-slide-wrapper .vc_grid-item.vc_col-sm-12:first-child { width: 100%; } div.full-width-post .col-sm-6 { width: 100%!important; } div.full-width-post .col-sm-6 article { background-color: #eee; } div.full-width-post .blog-posts-widget ul li h2:after { background: transparent!important; } div.full-width-post .blog-posts-widget ul li h2 a { color: #1ba0e2!important; text-transform: none!important; font-size: 27px!important; padding: 0 10px!important; } div.full-width-post .blog-posts-widget .image a { display: block; max-height: 420px; overflow: hidden; } .vc_pageable-slide-wrapper .vc_grid-item.vc_col-sm-12 .vc_btn3-container { display:none; } @media screen and (max-width:800px) { .vc_pageable-slide-wrapper .vc_grid-item.vc_col-sm-12 { width:100%; } } .container-fluid { padding: 0 24px; } .widget-box .widget-title h4::before { content:''; background: #fff; width:0; margin-right:0; } .widget-title { padding-bottom: 6px; } .actions { margin-top:6px; } .actions .hs-button { width:100%; max-width:300px; } .wpb_wrapper p { margin-bottom: 0.8em; } .vc_gitem-post-data-source-post_excerpt { display:none; } .vc_custom_heading a:link, .vc_custom_heading a:visited { color:#1ba0e2; } body { font-weight:300; color:#111; background-color:#f8f8f8; } .vc_gitem-zone { background-color: #eee; } .vc_gitem-zone-img { opacity:0; } .vc_gitem-zone.vc_gitem-zone-a.vc_gitem-is-link { height:0; box-sizing: content-box; padding-top:75%; overflow:hidden; } .vc_pageable-slide-wrapper .vc_grid-item.vc_col-sm-12:first-child .vc_gitem-zone.vc_gitem-zone-a.vc_gitem-is-link { padding-top: 50%; } .vc_custom_heading.vc_gitem-post-data.vc_gitem-post-data-source-post_title h1 { margin-top:12px; padding-top:0; } .vc_pageable-slide-wrapper.vc_clearfix { display: -webkit-box; display: -webkit-flex; display: -ms-flexbox; display: flex; flex-wrap: wrap; } .vc_pageable-slide-wrapper.vc_clearfix .vc_grid-item { background-color:#eee; padding-right:0!important; padding-bottom:0!important; border-right:30px solid #f8f8f8; border-bottom:30px solid #f8f8f8; } .header-wrapper.header-default { background: #fff; border-bottom: 1px #eee solid; padding-bottom:0px; } .site-sub-content { border-top:0; } @media screen and (min-width:768px) { .header-wrapper.header-default .menu-area .navbar-nav > li > a, .header-wrapper.header-default .menu-area .navbar-nav > li > a:visited { font-weight: 500; font-size: 14px!important; color: #444; } } .header-wrapper .search-area input { height: 32px; width:240px; max-width:80%; } .header-wrapper .search-area button { height: 32px; } select { color: #333; } .eventstation-latest-posts-widget ul li .desc h3 { margin-bottom:0; font-size:18px!important; } .eventstation-latest-posts-widget ul li .desc { padding: 12px; } .eventstation-wrapper { background:transparent; } .site-sub-content { max-width:1200px; margin-left:auto; margin-right:auto; } .vc_gitem-zone.vc_gitem-zone-c.vc_custom_1419328663991 { background-color:#eee!important; } .sidebar-newsletter-signup { padding:16px; color:#fff; background-color:#176dbd; } .sidebar-newsletter-signup h3, .sidebar-newsletter-signup h4 { color:#fff; } .sidebar-newsletter-signup .hs-button.primary.large { background-color:#ca1717; } .sidebar-newsletter-signup .hs-button.primary.large:hover { background-color:#a31f1f; color:#fff; } #header-social-links { position:absolute; top:30px; right:30px; } 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hentry category-software-and-tools tag-analytics"> <div class="post-wrapper"> <div class="post-header"> <ul class="post-information"> <li class="author"><i class="fa fa-user"></i> Author: <span><a href="https://blog.socialmediastrategiessummit.com/author/phil/" title="Posts by Phil Norris" rel="author">Phil Norris</a></span></li> <li class="separator">-</li> <li class="date"><i class="fa fa-calendar-check-o"></i> Date: <span>August 17, 2023</span></li> </ul> <h2>13 Metrics to Track for Social Media Success</h2> </div> <div class="post-image"> <img width="1300" height="630" src="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAABRQAAAJ2AQMAAAAUs5x0AAAAA1BMVEUAAACnej3aAAAAAXRSTlMAQObYZgAAAHtJREFUGBntwTEBAAAAwiD7p14MH2AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAJwGTpwAB1IC3OQAAAABJRU5ErkJggg==" class="attachment-eventstation-blog-list size-eventstation-blog-list wp-post-image lazyload" alt="" decoding="async" data-wp-pid="4164" data-src="https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/analytics-3265840_1920-1300x630.jpg?x37903" data-eio-rwidth="1300" data-eio-rheight="630" /><noscript><img width="1300" height="630" src="https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/analytics-3265840_1920-1300x630.jpg?x37903" class="attachment-eventstation-blog-list size-eventstation-blog-list wp-post-image" alt="" decoding="async" data-wp-pid="4164" data-eio="l" /></noscript> </div> <div class="post-content"> <div class="wpsso-pinterest-image" id="pin-it-post-95_type-post" style="width:0;height:0;display:none !important;"><img src="https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/analytics-3265840_1920-1200x490.jpg?x37903" width="0" height="0" class="skip-lazy" style="width:0;height:0;" alt="" data-pin-description="Social media metrics help show the value of your social strategy. Read our guide to the 13 most useful metrics for social media marketing." /></div><p>As marketers, we have more data at our fingertips than ever before. Yet research from <a href="https://media.sproutsocial.com/uploads/The-Sprout-Social-Index-Edition-XVIII_US-Forecast.pdf">Sprout Social</a> reveals that <strong>proving ROI is consistently one of the biggest challenges for social media teams.</strong> <p style="text-align: center;"><a href="https://media.sproutsocial.com/uploads/The-Sprout-Social-Index-Edition-XVIII_US-Forecast.pdf"><img decoding="async" class="aligncenter size-full wp-image-4168 lazyload" src="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAhUAAAFHAQAAAAA+MYOyAAAAAnRSTlMAAHaTzTgAAAAsSURBVHja7cExAQAAAMKg9U9tBn+gAAAAAAAAAAAAAAAAAAAAAAAAAAAA4DNW3AABcAUMmwAAAABJRU5ErkJggg==" alt="" width="533" height="327" data-wp-pid="4168" data-src="https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/The-Sprout-Social-Index-Edition-XVIII_US-Forecast-pdf.png?x37903" data-srcset="https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/The-Sprout-Social-Index-Edition-XVIII_US-Forecast-pdf.png 533w, https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/The-Sprout-Social-Index-Edition-XVIII_US-Forecast-pdf-300x184.png 300w" data-sizes="auto" data-eio-rwidth="533" data-eio-rheight="327" /><noscript><img decoding="async" class="aligncenter size-full wp-image-4168" src="https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/The-Sprout-Social-Index-Edition-XVIII_US-Forecast-pdf.png?x37903" alt="" width="533" height="327" data-wp-pid="4168" srcset="https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/The-Sprout-Social-Index-Edition-XVIII_US-Forecast-pdf.png 533w, https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/The-Sprout-Social-Index-Edition-XVIII_US-Forecast-pdf-300x184.png 300w" sizes="(max-width: 533px) 100vw, 533px" data-eio="l" /></noscript>Image source</a> <p>Demonstrating the impact of your actions is all about monitoring the right metrics for social media marketing — metrics that speak directly to your overarching business goals. <p>To help you choose those metrics, we’ve rounded up 13 of the most impactful social media metrics to track. <h1>Metrics for Measuring Social Media Awareness</h1> <p>Tracking social media metrics related to brand awareness helps you understand how many people see your content — and how this impacts your audience size. Key awareness metrics include: <h2>1. Total Reach</h2> <p>Let’s start with a simple (but important) one: <em>reach</em> is a social media metric showing the number of individual accounts that have seen a post. <p>There’s no way to monitor this metric yourself unless you fancy asking every single social media user if they caught your latest meme. But it’s built into pretty much every social media management tool and <em>some</em> social media platforms. <h2>2. Total Impressions</h2> <p><em>Impressions</em> demonstrate how many times people see your content, measured at the account level or across individual posts. <p>We know what you’re thinking: “Isn’t that just the same as reach?” <p>Not quite. While reach and impressions are similar metrics, <em>impressions</em> count the total number of times a post has been viewed, whereas reach only counts unique views. In other words, if you look at an individual post three times, you’ve racked up three <em>impressions</em>, but you only count as one person <em>reached</em>. <p>When a post has a particularly skewed ratio of impressions to reach, this indicates people are checking it out multiple times, so it’s worth trying to figure out what keeps them coming back. <h2>3. Audience Size</h2> <p>On the face of things, <em>audience</em> size feels like a meaningless vanity metric — especially in a world where thousands of followers can be bought for a few dollars. <p>In reality, it’s important to keep track of over time because it adds useful context to other metrics. For instance, if you see a sudden spike in your <em>engagement rate</em> (more on that later), it could be because you’ve lost followers. <p style="text-align: center;"><a href="https://later.com/blog/influencer-engagement-rate/"><img decoding="async" class="aligncenter size-full wp-image-4165 lazyload" src="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAnAAAAGbAQAAAABsA5DSAAAAAnRSTlMAAHaTzTgAAAA2SURBVHja7cEBDQAAAMKg909tDwcUAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAALcGftUAAVpRINIAAAAASUVORK5CYII=" alt="" width="624" height="411" data-wp-pid="4165" data-src="https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/How-Follower-Count-Impacts-Influencer-Engagement-Rate-Free-Report-.png?x37903" data-srcset="https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/How-Follower-Count-Impacts-Influencer-Engagement-Rate-Free-Report-.png 624w, https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/How-Follower-Count-Impacts-Influencer-Engagement-Rate-Free-Report--300x198.png 300w, https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/How-Follower-Count-Impacts-Influencer-Engagement-Rate-Free-Report--600x395.png 600w" data-sizes="auto" data-eio-rwidth="624" data-eio-rheight="411" /><noscript><img decoding="async" class="aligncenter size-full wp-image-4165" src="https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/How-Follower-Count-Impacts-Influencer-Engagement-Rate-Free-Report-.png?x37903" alt="" width="624" height="411" data-wp-pid="4165" srcset="https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/How-Follower-Count-Impacts-Influencer-Engagement-Rate-Free-Report-.png 624w, https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/How-Follower-Count-Impacts-Influencer-Engagement-Rate-Free-Report--300x198.png 300w, https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/How-Follower-Count-Impacts-Influencer-Engagement-Rate-Free-Report--600x395.png 600w" sizes="(max-width: 624px) 100vw, 624px" data-eio="l" /></noscript>Image source</a> <p>Which probably isn’t a good thing. <h2>4. Follower Growth Rate</h2> <p>This metric goes hand in hand with <em>audience size</em>. Because it doesn’t just matter how many followers you have — it’s also important to track whether that number is tracking up or down (and how fast it’s changing). <p>Use the <a href="https://keyhole.co/blog/follower-growth-rate/">following formula</a> to calculate your follower growth rate: <p><strong>(Followers gained or lost in a specific period / Number of followers you had at the start of that period) x 100</strong> <p>Let’s plug in some numbers to demonstrate how that looks. Say you started Q1 with 15,000 followers, and by the end of the quarter, that number had grown to 18,000 (an increase of 3,000). Dividing 3,000 by 15,000 gives you a figure of 0.2 or a follower growth rate of 20%. <h1>Metrics for Measuring Social Media Engagement</h1> <p>While awareness is about the number of people who’ll potentially see your content, engagement metrics focus on what happens when a post appears in someone’s feed. You should measure these engagement metrics: <h2>5. Engagement Rate</h2> <p>Starting with the basics, <em>engagement rate</em> is a social media metric measuring the percentage of your audience sharing, commenting on, and reacting to your content. <p>The word “audience” is a nebulous term: it could refer to your total follower count, the number of people who see a post, or the total size of your potential audience on a given platform. <p>However, the most common way to measure engagement rate is to use the <a href="https://keyhole.co/blog/calculate-engagement-rate/">following formula</a>: <p><strong>(Total likes, comments, and shares / Total followers) x 100</strong> <h2>6. Amplification Rate</h2> <p><em>Amplification rate</em> is similar to <em>engagement rate</em>, except it looks specifically at the proportion of your audience that shares your content. The higher the rate, the more frequently your followers are amplifying your posts to their networks. <p>Calculate the <a href="https://blog.hootsuite.com/social-media-metrics/">amplification rate</a> as follows: <p><strong>(Total post shares / Total followers) x 100</strong> <h2>7. Virality Rate</h2> <p>This metric is subtly different from the amplification rate. Whereas your amplification rate measures the proportion of followers who share your content, your virality rate casts the net wider by tracking shares as a proportion of impressions: <p><a href="https://blog.hootsuite.com/social-media-metrics/">(Total post shares / Total impressions) x 100</a> <p>To understand the value of this metric, you should consider that every time a post is shared it generates a whole new batch of impressions. As such, the virality rate demonstrates how a given post reaches an ever-wider audience. <h1>Metrics for Measuring Social Media Content</h1> <p>Engagements aren’t the be-all and end-all of social media posts. Often, you want your followers to do <em>something</em> — like visiting a landing page or completing a contact form. Social media content metrics measure your ability to turn impressions into action. <h2>8. Click-Through Rate</h2> <p>Your <em>click-through rate (CTR)</em> tracks the frequency with which people click links or calls to action in your posts: <p><iframe title="Embedded post" width="504" height="423" frameborder="0" allowfullscreen="allowfullscreen" data-src="https://www.linkedin.com/embed/feed/update/urn:li:share:7046864976182968320" class="lazyload"></iframe> <p>As such, it’s a decent way to assess how many people consume your content — and how successful it is at persuading them to find out more. <p><em>CTR</em> is calculated using the <a href="https://support.google.com/google-ads/answer/2615875">following formula</a>: <p><strong>(Total number of clicks on a post / Total number of impressions for that post) x 100</strong> <h2>9. Social Media Referral Traffic</h2> <p>Web analytics platforms track how people land on your website and segment it by source (e.g., organic search, social media, email, etc.). <p style="text-align: center;"><a href="https://analytics.google.com/analytics/web/?"><img decoding="async" class="aligncenter size-large wp-image-4166 lazyload" src="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAABAAAAAFUAQAAAACSQXNoAAAAAnRSTlMAAHaTzTgAAABASURBVHja7cEBAQAAAIIg/69uSEABAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAADwbqtUAAGbjB8DAAAAAElFTkSuQmCC" alt="" width="1024" height="340" data-wp-pid="4166" data-src="https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/social-media-referral-traffic-1024x340.png?x37903" data-srcset="https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/social-media-referral-traffic-1024x340.png 1024w, https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/social-media-referral-traffic-300x100.png 300w, https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/social-media-referral-traffic-768x255.png 768w, https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/social-media-referral-traffic-600x199.png 600w, https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/social-media-referral-traffic.png 1077w" data-sizes="auto" data-eio-rwidth="1024" data-eio-rheight="340" /><noscript><img decoding="async" class="aligncenter size-large wp-image-4166" src="https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/social-media-referral-traffic-1024x340.png?x37903" alt="" width="1024" height="340" data-wp-pid="4166" srcset="https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/social-media-referral-traffic-1024x340.png 1024w, https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/social-media-referral-traffic-300x100.png 300w, https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/social-media-referral-traffic-768x255.png 768w, https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/social-media-referral-traffic-600x199.png 600w, https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/social-media-referral-traffic.png 1077w" sizes="(max-width: 1024px) 100vw, 1024px" data-eio="l" /></noscript>Image source</a> <p><em>Social media referral traffic</em> is the proportion of total website traffic over a given period that originated from social media. As such, it’s a valuable way to demonstrate the ROI of your social media marketing activity, especially when combined with the following metric. <h2>10. Conversion Rate</h2> <p>For most organizations, generating a bunch of website traffic is only helpful if those visitors perform some sort of action, like making a purchase or booking a meeting. <p>That’s why <em>conversion rate</em> is among the most important social media marketing metrics. If you demonstrate that a high proportion of conversions originated from social channels, you can prove that your social strategy contributes to your broader business goals. <p>Again, platforms like Google Analytics automatically track your conversion rate across all channels, but you can also crunch the numbers yourself using the <a href="https://keyhole.co/blog/how-do-i-calculate-social-media-conversions/">following formula</a>: <p><strong>(Total number of conversions from social media / Total volume of social media referral traffic) x 100</strong> <h1>Metrics for Measuring Brand Health</h1> <p>Social media gives you a valuable window into what people think about your brand. Rather than estimating the extent to which your audience feels positively or negatively toward you, rely on hard data by using these brand health metrics: <h2>11. Audience Sentiment</h2> <p><em>Audience sentiment</em> is one way to measure how social media users feel about your brand and the products or services you sell. You can even compare your sentiment score to those of your competitors. <p>You’ll need a social media listening tool — like <a href="https://sproutsocial.com/">Sprout Social</a> or <a href="https://www.hootsuite.com/">Hootsuite</a> — to do sentiment analysis effectively. <p style="text-align: center;"><a href="https://sproutsocial.com/insights/sentiment-analysis/"><img decoding="async" class="aligncenter size-large wp-image-4167 lazyload" src="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAABAAAAAJwAQAAAAA/lC7VAAAAAnRSTlMAAHaTzTgAAABkSURBVHja7cEBAQAAAIIg/69uSEABAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAADvBjp/AAG7CQckAAAAAElFTkSuQmCC" alt="" width="1024" height="624" data-wp-pid="4167" data-src="https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/sprout-social-audience-sentiment-analysis-1024x624.png?x37903" data-srcset="https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/sprout-social-audience-sentiment-analysis-1024x624.png 1024w, https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/sprout-social-audience-sentiment-analysis-300x183.png 300w, https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/sprout-social-audience-sentiment-analysis-768x468.png 768w, https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/sprout-social-audience-sentiment-analysis-1536x935.png 1536w, https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/sprout-social-audience-sentiment-analysis-600x365.png 600w, https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/sprout-social-audience-sentiment-analysis-1200x731.png 1200w, https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/sprout-social-audience-sentiment-analysis.png 2000w" data-sizes="auto" data-eio-rwidth="1024" data-eio-rheight="624" /><noscript><img decoding="async" class="aligncenter size-large wp-image-4167" src="https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/sprout-social-audience-sentiment-analysis-1024x624.png?x37903" alt="" width="1024" height="624" data-wp-pid="4167" srcset="https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/sprout-social-audience-sentiment-analysis-1024x624.png 1024w, https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/sprout-social-audience-sentiment-analysis-300x183.png 300w, https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/sprout-social-audience-sentiment-analysis-768x468.png 768w, https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/sprout-social-audience-sentiment-analysis-1536x935.png 1536w, https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/sprout-social-audience-sentiment-analysis-600x365.png 600w, https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/sprout-social-audience-sentiment-analysis-1200x731.png 1200w, https://blog.socialmediastrategiessummit.com/wp-content/uploads/2017/09/sprout-social-audience-sentiment-analysis.png 2000w" sizes="(max-width: 1024px) 100vw, 1024px" data-eio="l" /></noscript>Image source</a> <p>They’re capable of automatically identifying posts about your brand and analyzing their meaning, taking into account complex elements like emojis, figures of speech, and sarcasm. <h2>12. Brand Mentions</h2> <p>This simple brand health-related social media metric tracks the number of times your brand is mentioned in social posts and comments. <p>Measuring <em>brand mentions</em> can effectively monitor your brand awareness: if people are talking about you, it’s a clear sign that they know who you are! To measure it effectively, you need to look beyond posts in which you’ve been tagged, so you’re also taking into account posts and comments that: <ul> <li>Mention your brand name without tagging you</li> <li>Include misspelled versions of your brand name</li> </ul> <p>For instance, take a look at how Warby Parker responded to this post <em>even though they weren’t tagged:</em> <blockquote class="twitter-tweet"> <p dir="ltr" lang="en">Huh, our Virtual Try-On is not supposed to do that! 🤔 Try clearing your cache and cookies on your browser. If it’s still giving you trouble, please DM us: <a href="https://t.co/umruEuRnji">https://t.co/umruEuRnji</a> <p>— Warby Parker Help (@WarbyParkerHelp) <a href="https://twitter.com/WarbyParkerHelp/status/1689310918188949504?ref_src=twsrc%5Etfw">August 9, 2023</a></blockquote> <p><script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <h2>13. Social Share of Voice</h2> <p><em>Social share of voice (SSoV)</em> is a social media metric that charts your control of social conversations within your niche. <p>It’s calculated by dividing your total mentions by the total number of mentions across your entire industry. This information is near-impossible to obtain manually — you’d need to track every single time someone tags or mentions your organization and your competitors. But it’s well worth measuring because it speaks to the comparative strength of your brand. <p>As with measuring <em>audience sentiment</em>, your best bet is to invest in a social listening platform to do the leg work for you. <p><strong>To learn more about using marketing metrics to guide your social media strategy, join us at one of our upcoming <a href="http://www.socialmediastrategiessummit.com/">social media strategy conferences</a>.</strong> <p><em>Featured image by <a href="https://pixabay.com/photos/analytics-charts-business-woman-3265840/">Pixabay</a>.</em> <div class="wpsso-rrssb wpsso-rrssb-content wpsso-rrssb-pos-bottom" id="wpsso-rrssb-content-post-95"><div class="wpsso-rrssb-limit wpsso-rrssb-content-limit" style="max-width:1062px; margin:0 auto;"><div class="rrssb-buttons-cta en_US">Find this content useful? 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