Social media marketing

How can you effectively measure social media marketing?

How can you effectively measure social media marketing?

Social media ROI is one of the most important key performance indicators (KPIs) in marketing. It is often expressed as a percentage. KPIs allow you to compare and contrast different marketing channels to determine the effectiveness and efficiency of each channel.

Unlike metrics like likes or shares, which are specific to social media, you can easily compare the ROI of all your social networks to that of your search engine ads or email campaigns. Indeed, analyzing your return on investment across different channels allows you to streamline the impact of all your marketing efforts with one clear and concise metric. This analysis helps you immediately identify the most profitable and profitable social networks for your business.

How to measure customer engagement on social networks?

Engagement is often considered one of the most valuable metrics for measuring social media lead generation. However, you need to consider a multitude of factors when it comes to customer engagement. For example, are you reaching out to the right audience, how will your audience interact with your brand, and what is your audience doing to engage with your brand and deliver your content? A large subscriber base and lots of quality posts mean nothing if users aren’t genuinely interested in what you offer.

To measure engagement, you need to measure user reactions. The reality of modern social media is that people see a lot of news and new content every day. If a consumer is interested in a piece of content, they will take a moment to comment or like a post. Customer engagement on social media is a unique thing. Indeed, it shows that the Internet user is interested in publishing your brand in a crowded community.

Measure customer engagement

Retweets, likes, bookmarks and time spent watching your stories or videos can be monitored in real time. To do this, you need to use social analytics software and web tools. You can also measure customer engagement using a specific formula: customer engagement = (number of interactions / post reach) x 100.

Measure negative customer engagement

Negative feedback is another form of customer engagement. You can find out what a customer thinks of your business, even with a negative review. By taking the time to express themselves, the consumer shows in a way that they expect a correction, which can improve their experience.

How to measure the success of social media marketing?

As stated above, KPIs help in your business decision making process. There are a few indicators which will be discussed in turn below. Each indicator must be monitored according to the objectives you have set for yourself. For convenience, we will group them into four sub-categories.

To reach

The reach metric lets you know how far your content is reaching in terms of audience. In other words, it is an indication of how many people have seen your post once. However, using reach as an indicator of success should be done with caution. This is because the reach metric is often an estimated number. However, the benefit of this is that it allows you to quantify the size of your potential audience. For example, a reach of 10,000 means that 10,000 people will see your post at least once in their News Feed.


Impression metrics should be distinguished from reach. It corresponds to the number of times your publication appeared on the screen. This content can be viewed multiple times by the same person. For example, if your reach is 1,000 as in the previous example and the number of impressions is 10,000, we can assume that users have seen the post 10 times.


Mentions are the number of times your content has been mentioned by a person or influencer. It’s a way to reach more people. Being mentioned often can mean that your content is valued for its quality. For example, when a person or influencer mentions you in a post or shares your content, they are using the @personname feature. You will receive a notification that they mentioned you.


This indicator corresponds to your number of subscribers. You can follow its progress. Its increase or decrease should be watched closely as it is directly correlated to the quality of your content. This indicator also allows you to know more about the profile of your community (for example, its gender, age or location).

To measure the reach of your posts, impressions, mentions, and community, you can use social media tools like Facebook Insights, Instagram Insights, and Twitter Analytics. Each platform has its specificities. For example, with LinkedIn Demographics, you can learn more about the professional characteristics of your site visitors. Facebook Insights will let you know the active hours of your community.

There are alternatives to the built-in tools to see the results of your social media actions. This is the case of tools such as Hootsuite or CX Social, to name a few.

How to optimize content for social media marketing?

Ensuring an effective presence on social networks is a marketing challenge for all companies. Global connection statistics show that potential customers are more online than elsewhere. This means that companies must get involved in digital, which is now at the heart of marketing strategies.

Methods for social networks and optimization of your marketing strategy

If all companies are now present on social networks, not all have the same results. Information with high added value for Internet users is necessary, but the publication medium plays an equally important role. Even when communicating about your products, the approach must be designed to arouse the user’s curiosity.

Adapt your brand to your audience

On social networks, you must adapt to the sensitivities of your community, depending on the medium on which you communicate. As a general rule, long texts are not welcome. The preferred format on social media is images and videos, which may explain the growing success of TikTok and Instagram Reels.

When to post on social media?

The timing, frequency and target audience of each post should be carefully considered.

Some platforms help you automate your communication on social networks. From a single interface, you can control all your social media pages, plan and schedule up-to-the-minute posts, and analyze your marketing strategy.

One of the main advantages of such a tool is of course the possibility of synchronizing your publications on all social networks. In addition, you can follow your audience in real time to measure and analyze the reach of each action.

Communicating on social networks to earn money is a more demanding and complicated process than you might think. Having innovative tools to automate and professionalize this communication can only help the company achieve its objectives.


In conclusion, when approaching your social media strategy, it is important that when considering all the factors mentioned above, they are always considered in light of your brand marketing KPIs to determine success. of your campaigns.

jenny stanley is managing director at Creative Appetite.