What is a KPI? A KPI is a Key Performance Indicator. Social media KPIs are used to gauge the impact of a brand’s social media presence. The following information is on how to measure social media KPIs using tools or equations.
Our list of the 19 social media KPIs that really matter:
Brand Awareness: represents a brand’s level of recognition. It can be measured by examining brand monitoring metrics related to impressions, shares, links, and mentions.
Audience Growth Rate: represents the speed at which a brand’s number of followers increases. Measure: (net new followers/total following) x 100 = growth rate percentage
Post Reach: represents the number of people who viewed a post since it went live. Measure: (post reach/total following) x 100 = post reach percentage
Potential Reach: represents the number of people who could have viewed a post during a specific period of time. Measure: (total number of mentions x total following of each account that engaged in the mentioning) x (0.02 to 0.05) = potential reach
Social Share of Voice (SSoV): represents the number of people mentioning a brand in comparison to its competitors. Measure: (brand mentions/brand mentions + competitor mentions) x 100 = SSoV percentage
Applause Rate: represents the number of positive actions, such as favorites and likes, taken on a post in relation to the total following. Measure: (total positive actions/total following) x 100 = applause rate percentage
Average Engagement Rate: represents the number of engagement actions, such as shares, comments, and likes, taken on a post in relation to the total following. Measure: (total shares, comments, and likes/total following) x 100 = average engagement rate percent
Amplification Rate: a ratio that represents the shares per post in relation to the total following. Measure: (total post shares/total following) x 100 = amplification rate percentage
Virality Rate: represents the number of shares for a post in relation to its number of impressions. Measure: (number of shares/number of impressions) x 100 = virality rate percentage
Conversion Rate: represents the number of people who take action on a page, after them clicking on a post link, in relation to the total number of clicks. Measure: (conversions/total clicks) x 100 = conversion rate percentage
Click-Through Rate (CTR): represents how frequently people click on a call-to-action post link. Measure: (total clicks/total impressions) x 100 = CTR percentage
Bounce Rate: represents the number of people who click on a post link and leave without taking any action. This is one of the social media KPIs that Google Analytics can measure directly.
Cost-Per-Click (CPC): represents the amount paid per click on a sponsored post. Measure: (total ad spend/total measured clicks) x 1000 = CPC
Cost Per Thousand Impressions (CPM): represents the amount paid each time one thousand people scroll past a sponsored post. Measure: (total ad spend/total ad impressions) x 1000 = CPM
Social Media Conversion Rate: represents the total number of social media conversions. Measure: (social media conversions/total conversions) x 100 = social media conversion rate percentage
Conversation Rate: a ratio that represents the comments per post in relation to the total following. Measure: (total comments/total following) x 100 = conversation rate percentage
Customer Testimonials: represents any type of customer feedback. It can be assessed by examining reviews, comments, endorsements, etc.
Customer Satisfaction (CSat) Score: a metric that gauges customer satisfaction. Measure: (sum of CSat survey scores/total number of survey respondents) x 10 = CSat Score
Net Promoter Score (NPS): a metric that gauges customer loyalty. Measure: (NPS survey promoters – NPS survey detractors/total number of survey respondents) x 100 = NPS