Success of your social media posts comes down to whether it influenced your audience to take some sort of action. To assign appropriate success metrics it’s important to look at what your posts are trying to accomplish.
To effectively tie your efforts to business outcomes, you need to ensure you’re measuring your brand’s social media efforts against broader communications goals.
There will seldom be a case where a single metric defines your success – because rarely are your posts trying to accomplish one thing.
All actions should be accounted for in your reporting to measure your results.
measure audience growth rate
benchmark average engagement rates
benchmark average impressions per post
Instead of asking how many new followers…
Instead of just measuring likes…
Instead of just measuring impressions…
Supervisor - Digital