Important Social Media Metrics That Every Small Business Should Know

Fernando Cebolla orginally created this fantastic list of online marketing metrics in Spanish. We are pleased to translate it and provide it here for our English speaking followers.

Web analytics is an important part of every Social Media strategy. Every activity in Social Media has effects that businesses need to analyze to keep track of the ROI of their marketing efforts. The number and variety of metrics can be scary, but don’t worry. We have listed these important Social Media metrics that every small business should know.

Twitter Metrics

• Number of Followers
• Followers’ influence: how many followers they have and how many times they appear in twitter lists (Twitonomy)
• Increase in number of followers from the previous period
• Number of Tweets published
• Number of retweets
• Replies: tweets that begins with your @username (your account)
• Mentions: your account is mentioned but not at the beginning of a tweet
• Impressions: number of times your tweet has been visualized on Twitter
• Number of clicks on links to your website
• Interactions: number of times the users interact with your tweets. Sum of clicks, Retweets, Replies, followers and favorites.
• Interaction Rate: Total number of interactions divided by total number of impressions.
• Twitter Influence Rate (with Twitonomy or Klout)
• Twitter engagement: sum of replies, retweets and favorites
• Website visits from Twitter

Facebook Metrics

• Number of fans
• Total Post Reach: organic and paid
• Number of posts in a timeframe
• Likes on posts
• Comments on posts
• Total Shares received
• Click on posts
• People that interacted with your content on Facebook in a specific timeframe
• External Sources: fans that are coming from web pages outside Facebook
• Engagement: sum of likes, comments and shares
• Website visits from Facebook

Linkedin Metrics

 For personal profiles:

• Number of contacts
• People that saw your profile
• Invitations received
• Number of Skills appreciations
• Recommendations received
• Interactions with your updates: number of comments, recommendations, shares and clicks that your content has received.
• Website visits from Linkedin

For company profiles:

• Number of Followers
• Number of Impressions
• Engagement
• Number of likes on posts and comments

Google Plus Metrics

• Number of followers
• Monthly visits
• Total visits
• Profile visits
• Picture visits
• Number of posts
• Average number of responses for kind of post: text, link, picture or video
• Interactions with posts: number of 1+, comments and shares
• Number of recommendations
• Website visits from Google Plus

 Pinterest Metrics

• Followers
• New Followers
• Post reach
• Pins impressions: average number of daily impressions, average number of daily users
• Repins
• Post clicks
• Comments
• Average number of monthly visits
• Website visits from Pinterest

 Instagram Metrics

• Number of Followers
• Difference in number Followers from previous period
• Total number of pictures posted
• Number of Likes
• Average number of likes
• Number of comments
• Filters used with the most interactions
• Website visits from Instagram

Youtube Metrics

• Number of Subscribers
• Number of Uploaded Videos
• Number of Youtube Channel views
• Interactions: number of likes, comments, shared videos, favorites.
• Interactions with your selected Welcome Trailer on your Youtube Channel
• Website visits from Youtube

Web/blog Metrics

• Number of RSS subscribers
• Number of Visits (Sessions in Google Analytics)
• Number of Unique Users
• Bounce Rate
• Average Session Duration
• Pages per visit
• %  of new Visits
• Traffic Sources: social, organic, direct, referrals, paid traffic (Adwords or any ppc campaign)
• Number of times the page has been shared on social media, number of comments and pings.

It’s really easy to get lost in the social media KPI’s that you should track for your online marketing. We consider this an exhaustive list of the most important social media metrics for small business to use for each social media channel. We hope this makes metrics a bit more straight-forward and gives some direction for measuring them!