When you look at any kind of metrics or KPIs, you have to know which questions you want answered. Each metric can answer a different question, and looking at a combination of metrics helps to give a fuller view of how your social media campaign is performing:
1. Traffic & Conversions from social media sites
The source and amount of traffic generated by social media is one of the easiest metrics to measure. Analytics packages allow you to filter by traffic sources, so you can see how many users come from which social media sites. You can also see whether or not that traffic goes on to convert - e.g. purchasing something, signing up for a newsletter etc.
2. Fan or follower numbers
Most social media sites will only track the total number of fans or followers you have, so you will need a third-party tool to track when people have joined or left.
3. Conversation participation
Conversation participation metrics attempt to quantify how people are interacting with your social media campaigns. These metrics will largely include things like comments or likes on a Facebook post or responding to a tweet.
4. Social reach performance
This looks at whether or not people are sharing your content by retweeting or writing a blog post about your social media campaign.
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