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How to Measure Social Media Marketing Performance


As a social media consultant, we help businesses with all kinds of issues related to social media. Since this gives me an opportunity to see how different businesses are approaching their social efforts, I’m able to notice trends across multiple industries and organisation sizes. One issue I commonly see is businesses struggle to measure how well their social media efforts are performing.

Although it wasn’t that long ago when getting concrete data from social media platforms was quite hard to do, the good news is that’s no longer the case. These platforms understand the value that data can give businesses and are happy to provide it. However, just because data is available doesn’t mean that measuring social media marketing performance is a breeze.

Not only is there the issue of needing to measure results across multiple platforms, but there’s also the problem of trying to figure out which metrics are even meaningful. Without having a clear way to measure results, most businesses will struggle to find traction with their social media management. That’s why we want to cover the why and how of three social metrics worth measuring:

Likes and/or Shares

While social media can bring customers to your business, it’s important to remember that this channel generally sits at the top of the marketing funnel. That means most people will want to engage with your brand for awhile before actually purchasing. You can measure that engagement through likes and/or shares. When these metrics are used as internal benchmarks, they go beyond vanity metrics and provide insight into what types of content best resonate with your audience.