KPI | Formula to Measure | When to Use | Advantages | Drawbacks |
---|---|---|---|---|
Follower Growth Rate | ((Total Followers at End – Total Followers at Start) / Total Followers at Start) * 100% | Monitor the growth of your social media audience | Indicates audience engagement growth | Ignores engagement quality |
Engagement Rate | ((Total Likes, Comments, Shares, and Clicks) / Total Impressions) * 100% | Evaluate the level of user interaction with your content | Measures content relevance | Ignores follower count |
Click-Through Rate (CTR) | (Total Clicks on Links / Total Impressions) * 100% | Measure the effectiveness of call-to-action links | Evaluates the content’s appeal | Ignores conversion tracking |
Conversion Rate | (Total Conversions / Total Clicks on Links) * 100% | Assess the percentage of users completing desired actions | Tracks campaign effectiveness | Ignores other engagement aspects |
Reach | Total Number of Unique Users Reached | Determine the number of unique users exposed to content | Measures content visibility | Limited context on user interaction |
Share of Voice (SOV) | (Brand Mentions / Total Conversations) * 100% | Monitor brand’s presence in online conversations | Identifies brand’s online visibility | Ignores sentiment and context |
Cost per Click (CPC) | (Total Advertising Costs / Total Clicks) | Evaluate the cost-effectiveness of paid social advertising | Measures advertising efficiency | Ignores organic reach |
Return on Investment (ROI) | ((Net Profit from Social Media Marketing – Total Advertising Costs) / Total Advertising Costs) * 100% | Assess the profitability of social media marketing | Measures financial performance | Complex calculation and attribution |
Sentiment Analysis | (Positive Mentions – Negative Mentions) / Total Mentions | Analyze public sentiment towards the brand or topic | Identifies brand reputation | May require manual interpretation |
Content Shares | Number of Times Content is Shared on Social Media | Evaluate the virality and reach of shared content | Highlights audience engagement | Ignores other engagement factors |
Average Response Time | (Total Response Time for All Inquiries / Total Number of Inquiries) | Monitor the speed of responding to user inquiries | Improves customer support efficiency | Ignores response quality |
Social Media Advertising ROI | ((Revenue from Social Media Advertising – Total Advertising Costs) / Total Advertising Costs) * 100% | Assess the return on investment from social media ads | Measures ad campaign profitability | Complex attribution modeling |
Customer Acquisition Cost (CAC) | (Total Advertising Costs / Total New Customers Acquired) | Calculate the cost to acquire new customers via social media | Evaluates marketing efficiency | Ignores customer retention |
Bounce Rate | (Total Users Who Visit One Page and Leave / Total Users Who Visit) * 100% | Assess the percentage of users leaving after visiting one page | Measures website engagement | Ignores social media engagement |
Social Media Share of Traffic | (Total Social Media-Generated Traffic / Total Website Traffic) * 100% | Monitor the proportion of website traffic from social media | Identifies traffic sources | Ignores traffic quality |
Customer Lifetime Value (CLV) from SM | (Average Revenue per Customer from Social Media * Average Customer Lifespan) | Measure the long-term value of social media-acquired customers | Identifies high-value customers | Complex calculation and assumptions |
Video Engagement Rate | ((Total Video Views, Likes, Comments, Shares) / Total Video Impressions) * 100% | Evaluate user engagement with video content | Measures video content effectiveness | Ignores other content types |
Hashtag Performance | (Total Engagement with Hashtag-Related Posts / Total Posts with Hashtags) * 100% | Assess the effectiveness of hashtag usage in posts | Identifies popular and engaging tags | Ignores non-hashtag related content |
Social Media Response Rate | (Total Responded Inquiries / Total Inquiries Received) * 100% | Monitor the percentage of inquiries responded to | Enhances customer service efficiency | Ignores response speed |
Audience Demographics | Demographic Information of Social Media Followers | Understand the characteristics of your social media audience | Tailors content and targeting | Limited context on behavior and interests |
Visual Marketing Glossary
Read more:
Read also: