What Are the Most Important Social Media Metrics?

RyCOM CreativeBlog

When it comes to optimizing your social media use, there are a lot of things you can do. It can be overwhelming at first. Starting with these suggestions can help you make sure you’re paying attention to the right stuff.


According to Social Pilot, one of the first things you should pay attention to is your engagement level. Engagement refers to the frequency and number of likes, comments, and shares that a post or story gets. When you have high engagement, your followers are viewing you and your company as relevant to their lives.

It helps you realize how involved your followers are with your content. There are a variety of different aspects to measuring this metric—be aware of the average number of likes you get on different posts and analyze what led to higher like numbers, be aware of the aspects of content that gets most frequently shared and be aware of how frequently you get account mentions.

Conversion Rate

One of the most important metrics you should pay attention to is your conversion rate. A conversion rate is the rate at which viewers of your content go to your website and become purchasing customers. As you think about improving your conversion rate, make sure you are using the best social media platforms to facilitate this. For example, according to Podium, Facebook has the largest user base and the most conversion-friendly features of any social media platform.


Another important metric to be aware of is your general reach and specifically what that reach looks like. According to Whatagraph, reach usually refers to the number of unique viewers of a post or story. This is most often your follower count in addition to the number of individuals who viewed your post or story after one of their friends shared it. Keeping track of this metric is important—it allows you to know if your social media usage is resulting in reaching a significant number of people.

But in addition to being aware of the number count of your reach, you should also be aware of what your followers actually look like. Having a large number of followers who do not fit in your demographic will not be useful. Focus on attracting followers that will fit the description of your ideal customer.   

Optimizing your social media is crucial if you want to be able to use it to target the right customers. Thinking about these specific metrics first will help you get on the right track.

To get help getting the best results from your social media, contact us today!